Ipsy debuts spring beauty box to target consumers’ seasonal routine refresh

Beauty subscription service Ipsy has launched a seasonal format for Ipsy Ultimate, the brand’s highest premium subscription tier, in response to consumers’ craving for beauty experiences that are relevant to their needs. The latest addition, the Ipsy Ultimate Spring Collection, is designed to align with evolving beauty routines throughout the year.

This refreshed take on Ipsy Ultimate offers a more elevated, intentional experience for subscription members, featuring Ipsy-vetted skin care, makeup, and hair care from iconic brands. Valued at up to US$400 and retailed for US$65, the Ultimate Spring Collection features an assortment of premium, high-performing formulas.

Personal Care Insights speaks with Kristy Westrup, chief merchandising officer, who discusses the demand and evolution of tailored, seasonal subscription offerings and explains how consumer preferences are influencing these changes. 

“We’re seeing a growing desire from consumers for beauty experiences that feel timely and intentional. Consumers are no longer looking for one-size-fits-all in beauty discovery. They want products that align with how their unique routines shift and evolve throughout the year.”

“In a poll of our Instagram community, we found that 62% of respondents change their beauty routines seasonally, reinforcing the idea that preferences naturally shift with the seasons. Our members consistently show us that personalization, relevance, and thoughtful curation matter most,” she explains. “That insight directly shapes how we create capsules like the Ultimate Spring Collection, with a clear seasonal point of view, cohesive assortments, and products that fit seamlessly into ever-evolving routines.” 

Thoughtful curation

In an increasingly competitive market, subscription services must differentiate themselves to appeal to customers — beyond just product selection, they must also create an experience and community. Ipsy aims to deliver this to its buyers. 

Ipsy’s Ultimate Spring Collection offers an elevated assortment of premium beauty products, delivered at home ahead of the spring season as skin care needs change.“We create a trusted, community-driven beauty experience,” Westrup tells us. 

“Our monthly and quarterly drops are expertly curated, with every pick carefully considered by our team, who test over 8,000 products a year, so members don’t have to. That expert curation, paired with personalization and an active community, helps members discover emerging brands and new products they may not find on their own. It’s value that goes far beyond the products themselves.”

Prestige beauty brands such as Charlotte Tilbury, Tatcha, and Nars are also a focal point of differentiation, says Westrup. 

“The Ipsy member community includes a wide range of beauty enthusiasts, from those just starting their beauty journeys to others with a strong appetite for prestige brands and premium, standout products. While preferences vary across our audience, this group is looking for access to elevated brands and high-performance formulas, thoughtfully curated with the seasons in mind.”

The Ultimate Spring Collection is one way Westrup says Ipsy is catering to that demand, by offering an elevated assortment of premium beauty products, delivered at home ahead of the spring season as skin care needs change.

She adds, “Weather directly affects our hair and skin, making this a natural moment for routines to evolve. We want to meet our members where they are in their own personal beauty journey.”

Furthermore, Westrup notes that a “seasonally focused cadence for Ipsy Ultimate aligns with what we’re seeing across the market.”

Beauty consumers are increasingly drawn to unique, exclusive, limited-time experiences, and the brands they love are leaning into the same behavior through seasonal collections and quarterly drops, she explains.

“By anchoring Ultimate around key seasonal shifts, we can curate assortments that feel more intentional, relevant, and exciting, with products that match how members refresh their routines throughout the year. Over time, we expect this to drive stronger satisfaction by delivering a truly premium, personalized collection they can’t get anywhere else.”

Custom beauty routines 

Ipsy is focused on using member insights to effectively curate offerings. Westrup says that its Beauty Quiz is a key part of that experience, working to capture individual preferences at the start of a subscription so the company can tailor assortments that feel relevant.

“We also closely track member feedback, reviews (over 100,000 monthly), and product selection behavior to understand what they naturally gravitate toward. We combine that input with data and seasonal context to create intentional, curated offerings.” In the premium Ipsy Ultimate tier, that means spotlighting standout products from trusted brands, while delivering an experience that feels personal, high-value, and seamless to integrate into their routines, she says. 

Ipsy’s network of over 1,000 hand-vetted creators plays a key role in shaping how the brand’s members discover beauty today.Ipsy’s Ultimate Spring Collection includes an assortment of premium formulas, including those from Laura Mercier, Charlotte Tilbury, and Nars.

“Ipsy has always been deeply rooted in the creator community, being founded by one herself, and we use social platforms to spotlight that community,” says Westrup. 

“We work closely with creators to showcase our expert curation far and wide, while also listening carefully to feedback across social channels to inform future assortments and the overall Ipsy experience. That two-way dialogue creates a more engaging, trust-driven experience that feels interactive and inclusive, and it’s amplified by members themselves sharing their Ipsy unboxings and showing how they incorporate the products they discover into their glam routines.”

Looking ahead at beauty 

According to Ipsy, several trends and data points in the beauty subscription industry are influencing future product offerings, pricing strategies, and overall market positioning.

Westrup says: “We’re seeing a few key trends shaping the beauty space right now, including the convergence of beauty and wellness, K-Beauty is not stopping, and we’re still seeing a fragrance renaissance, all of which are influencing how we think about future product assortments, pricing, and positioning. What’s clear is that consumers are placing greater value on perceived value and experiences that feel intentional and relevant to their routines.”

These shifts are pushing the industry toward more thoughtful curation and pricing strategies that reflect both access to premium products and the confidence that each expert-led selection will truly be useful for their routine, she observes. 

In May, Ipsy released its Beauty Discovery Report 2025, spotlighting an increasing demand for makeup-artist-founded brands, Gen Z’s focus on lip gloss, and maximalist makeup. Other highlights from the report included berry-colored lips and serums surpassing foundation in popularity.