IPSY launches wellness membership to pair with beauty discovery
The subscription service expands beyond makeup and skincare into supplements, nutrition and hair care with three curated collections launching this quarter.
IPSY announced IPSY Wellness on October 15, marking the beauty subscription company’s expansion into the wellness category. The new quarterly membership applies the company’s curated-discovery model to supplements, nutrition products, hair and scalp care, and facial tools.
The launch builds on data showing that consumers now view beauty and wellness as interconnected. In its 2026 Beauty Discovery Report, IPSY found that nearly two-thirds of surveyed members wanted wellness products but struggled to navigate the category, while nearly seven in ten said they needed to sample items before committing to any regimen. The company analyzed member preference, review and trial data to build a program organized around consumer needs and featuring both emerging and established brands.
Three collections at launch
At launch, participating brands include Goli, Sakara and Apothékary, according to the company’s announcement, with Lemme, Beam and Good Bacteria joining in 2027.
Why quarterly, not monthly
IPSY opted for a quarterly subscription model because wellness products often demand extended use before delivering results. Galen Smith, IPSY’s CEO, noted that “millions of members have trusted IPSY with their beauty routines, and with wellness and beauty now more connected than ever, we want to take a more holistic approach to meeting our members’ needs.”
Wellness consumer interest
Member surveys point to substantial demand for wellness discovery. According to McKinsey & Company research cited by IPSY, roughly two-thirds of Gen Z and millennials across the U.S., U.K. and Germany have bought functional nutrition products within the past year. When polled on Instagram, more than half of respondents indicated that supplements, nutrition, skincare devices and hair and scalp care all influence how they approach their beauty regimen.
IPSY presented the expansion as a way to strengthen ties with its existing member base while opening doors to audiences outside its traditional beauty-focused customer segment. Members interested in joining can visit ipsy.com/wellness for more information.
This article was compiled by the Glamorade editorial desk from the official announcements and reporting listed under Sources.
