IPSY

IPSY is a monthly subscription service that offers beauty subscription boxes of five cosmetics samples each. Depending on the tastes of the consumers, the products include skincare, perfumes, nail and skin products, and makeup.

Michelle Phan, a YouTube beauty YouTuber, co-founded IPSY in 2011 with Marcelo Camberos, who came from Funny or Die as CEO, and Jennifer Jaconetti Goldfarb, who came from Bare Escentuals. In December 2011, the company's basic business strategy was tested on a beta site called myglam.com. The $12-per-month subscription service, which included a bag of cosmetic samples, was later released to the general public as ipsy.com in September 2012.

The company's growth strategy is to use Michelle Phan's and other associated vloggers' social power to generate subscriptions.

Country: USA

Founded: 2011

What’s in it: 5 samples/full-size
Cost: $10/month

Website: https://www.ipsy.com/

Facebook: https://www.facebook.com/IPSY/

Instagram: https://www.instagram.com/ipsy