Ipsy is the US's largest beauty subscription, built on the foundation of co-founder Michelle Phan's YouTube following and a creator-commerce model that predated the influencer era.
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See all ads on AdLibrary →Ipsy (ipsy.com) was founded in 2011 in San Mateo, CA by YouTube beauty icon Michelle Phan, Marcelo Camberos, and Jennifer Goldfarb. It is the largest beauty subscription service in the US by subscribers, offering monthly Glam Bags personalized to beauty profile quizzes.
Ipsy combines influencer marketing, personalization, and community as its core growth pillars. Ads in the Ipsy ad library feature creators unboxing Glam Bags and applying products — social proof at scale. The subscription quiz is a central acquisition tool, generating personalization data that also serves as a lead qualifier.
On Meta, Ipsy runs a massive creative testing operation — hundreds of video creatives featuring diverse beauty creators, product reveals, and subscriber testimonials. The brand targets beauty enthusiasts across all demographics and has among the highest review volumes in the subscription category.
Personalization and value anchor all Ipsy copy: "Your beauty, your way" and "5 products matched to you for $XX." The brand features product retail value comparisons to emphasize subscription savings, and creator-forward creative leverages beauty community trust.
Ipsy proves the compounding advantage of founding a brand in partnership with an authentic content creator. Michelle Phan's YouTube authority gave Ipsy a subscriber base before paid advertising was needed — a founding advantage that reduced early CAC and created lasting brand credibility in beauty circles.
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