How the brands reinvented their business model with a member-first approach
LOS ANGELES, Feb. 23, 2023 /PRNewswire/ — IPSY and BoxyCharm, two of the leading beauty subscription brands, are officially coming together under the IPSY umbrella to create the ultimate beauty membership. Previously operating as separate businesses under the same parent company, the reimagined combined portfolio will offer the best of both worlds to their 20M+ community by coupling BoxyCharm’s unrivaled focus on brands and merchandise with IPSY’s personalization, customization, and unparalleled operations. This next-level experience will now be offered exclusively at IPSY.com and on IPSY’s app.
The post-pandemic environment created an unpredictable market with shifts in consumer spending habits, supply chain constraints, customer acquisition challenges, and much more. When most businesses were not prepared to react to these dynamics, IPSY saw a strategic opportunity to reinvent its business model to better serve members by integrating the portfolio—going from 6 beauty subscription options between IPSY and BoxyCharm to 3—and unlocking access to more personalization and customization, buzzier brands, and better commerce events. The company will continue to offer its personal care subscription called Refreshments as well.
“Our members love different aspects of what IPSY and BoxyCharm offer and we are thrilled to empower them with the benefits of both brands,” Jenna Habayeb, IPSY’s Chief Marketing Officer, said. “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 personalized for them coupled with a unique customization 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