Ipsy has launched a new subscription service, Ipsy Wellness, to tap into the growing wellness market. The service aims to address the increasing overlap between beauty and wellness routines, as indicated by Ipsy’s 2026 Beauty Discovery Report, which found that 66% of surveyed members are interested in wellness but feel overwhelmed by choices. Additionally, 69% of respondents stated they prefer to sample products before committing to a routine.
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To meet this demand, Ipsy aims to facilitate product discovery and trial, with 65% of members expressing willingness to explore new wellness brands or products introduced through the service. CEO Galen Smith emphasized the importance of providing support in wellness, similar to what Ipsy has offered in beauty. He stated that Ipsy Wellness will enhance member relationships and create new brand opportunities.
The addition of wellness products reflects a shift in how beauty is perceived, with about two-thirds of Gen Z and millennials in the US, UK, and Germany having purchased functional nutrition products in the past year. Insights from Ipsy members reveal an association between wellness and various aspects of health, nutrition, fitness, and skincare.
The Ipsy Wellness subscription will deliver four curated products to members, which may include supplements and beauty tools. Smith highlighted that the quarterly format allows members enough time to assess products and develop routines, an important aspect since wellness products often take longer to show benefits.
At launch, members can choose from three collections: Skin, Hair, and Total Wellness, featuring a mix of emerging and established brands such as Goli, Sakara, and Apothékary, with additional brands set to be introduced in 2027.
This initiative aligns with broader trends in the beauty industry, where brands are increasingly merging wellness and beauty. For instance, the fragrance brand Vyrao was acquired by Tresalis, which aims to grow brands that combine science with wellness. The In-cosmetics trade show underscored this focus, showcasing innovative wellness solutions for beauty routines. Retailers are also adapting; for example, Target recently incorporated the drinkable beauty supplement brand Clöud Café, reflecting a market trend that emphasizes an inside-out approach to beauty.