Ipsy and Boxycharm merge into one beauty subscription service

By Amanda Pauley | Published: 24-Feb-2023

The two brands are consolidating into one membership, combining Ipsy’s AI personalisation with Boxycharm's curated brand portfolio

Beauty box subscriptions Ipsy and Boxycharm are consolidating into one service.

Boxycharm will now sit under the Ipsy umbrella, with the business streamlining its subscription box offering from six to three.  

Ipsy acquired Boxycharm in 2020, but the companies worked as separate operations for the past three years. 

The merger will combine Ipsy's AI member quiz and customisation capabilities with Boxycharm's brand portfolio and curated approach to merchandising into one beauty membership. 

The “unpredictable market” environment and “shifts in consumer spending habits” were named as key drivers behind the reinvention. 

Supply chain constraints and customer acquisition challenges were also highlighted. 

Both sit within the portfolio of beauty incubator parent company Beauty For All Industries (BFA) and have more than 20 million subscribers combined.  

​​"Our members love different aspects of what Ipsy and Boxycharm offer and we are thrilled to empower them with the benefits of both brands," said Jenna Habayeb, Ipsy's Chief Marketing Officer. 

"Boxycharm brings a trend forward, curated approach to merchandise, a community of die-hard beauty fans and a robust commerce experience with the best deals. 

“Ipsy leverages proprietary AI technology that matches millions of members with products personalised for them, coupled with a unique customisation model where members can choose more products and add-on items that ship with their monthly box or bag. 

“Each of these elements have made our individual brands compelling and unique.

“But now, all of our members will get access to them, which is where we think the real magic happens."

The reimagined box options include sample-size Glam Bag; full-size subscription Boxycharm by Ipsy, and quarterly, celebrity-curated Icon Box.

The company is also introducing a new feature, Power Picks, which guarantees popular products – based on the platform’s culled consumer insights – feature monthly.

Boxycharm.com will relocate to ipsy.com in March.  

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