IPSY, the largest beauty subscription service in the world hitting $500 million in revenue this fall, is further diversifying its business through the launch of a brand incubator. IPSY Labs will rely on a combination of algorithms, machine learning, and its over 160 million member reviews to identify white-space opportunities that guide not only its monthly assortment but also the development of community-inspired products.
Complex Culture is the first brand out of IPSY Labs. The brand was developed as an antidote to a culture of chaos and complexity, delivering simplified beauty solutions that help time-pressed consumers. The first launch is a high-performance brush collection designed to do the work of multiple brushes to address a common problem: IPSY data shows that 85% of members consider brushes a necessary tool in their daily beauty routine, yet nearly 2 million of them find it confusing to know which brushes to use for any specific makeup application.
“It’s something almost silly in a sense, that a lot of brush companies assume that you know what to do with brushes and so we would be sending our members brushes and they would be like, ‘What do I do with this?’ ‘What should I use it for?’ ‘What shouldn’t I use it for?,’” IPSY Chief Executive Officer Marcelo Camberos said to WWD. “There are a lot of people who are really confused … something as simple as putting what the brush is for on the handle, we found would really change the experience.”
“One of the core ways that we delight our members is through the discovery of new brands they might not have otherwise known about,” said Camberos. “We are uniquely positioned to create innovative products that address hidden pain points and enable Ipsters to express their unique beauty in unexpected ways.”
The Complex Culture collection is now available on the brand website and IPSY Shopper. Select styles will also be included in December Glam Bags.
Photo: via IPSY