Do you trust an algorithm to choose your skincare, or would you rather rely on experts who evaluate every formula for ingredient integrity, performance, and long-term results?
IPSY is a monthly beauty subscription that matches products to your preferences using a quiz and algorithm.
In this IPSY beauty box review, we’ll take an objective look at how IPSY works, what’s inside each box, and whether personalized recommendations deliver the same value as thoughtfully curated, expert-selected beauty discoveries.
What Is IPSY?
IPSY is a monthly beauty subscription service that focuses on popular brands and personalization in each box.
The company was co-founded by beauty creator Michelle Phan with the goal of making it easier for people to discover new products without committing to full-size purchases.
Before your first shipment, you’ll complete IPSY’s Beauty Quiz, which asks about factors including:
- your skin tone and undertone
- skin type and concerns
- hair color and texture
- makeup style and color preferences
- favorite beauty categories
- brands you’ve enjoyed or would like to try
Each month features s different set of popular brands, including Tarte, Benefit Cosmetics, First Aid Beauty, and Glow Recipe alongside newer or independent brands that are less widely available in traditional retailers.
A typical shipment may include cleansers, moisturizers, serums, mascaras, lip products, hair care, fragrance samples, or beauty tools, depending on your subscription tier and preferences.
It is important to note that IPSY does not build each box around a single ingredient philosophy or beauty standard, and therefore falls under the category of beauty subscription box, not clean beauty.
It is suitable for people who enjoy variety but less ideal for those who follow strict ingredient preferences.
With IPSY you can choose from four different subscription boxes IPSY Original (former Glam Bag), IPSY Extra (former BoxyCharm), IPSY Ultimate (former Icon Box), and IPSY Wellness.
The boxes vary in pricing and brand names.
IPSY ingredient standards
If clean beauty is a priority for you, it’s important to understand that IPSY doesn’t operate under a strict ingredient standard.
Unlike subscription services that screen every product against a published “Never List” of prohibited ingredients, IPSY features products from a wide range of beauty brands, each with its own formulation philosophy.
As a result, your monthly subscription may include products marketed as clean alongside more conventional formulations.
IPSY does highlight products that meet its own clean beauty criteria within the IPSY Shop.
According to the company, these products are formulated without a selection of ingredients that many consumers choose to avoid, including parabens, phthalates, formaldehyde-releasing preservatives, mineral oil, coal tar, triclosan, triclocarban, hydroquinone, and sodium lauryl sulphate (SLS).
However, this designation applies to individual products rather than the subscription as a whole.
This approach isn’t necessarily a drawback. Many subscribers enjoy discovering products from a wide variety of brands and don’t follow a specific ingredient philosophy.
What does the IPSY beauty box contain?
IPSY Original subscription box contains 5 travel-sized products or samples from which you can choose one product.
IPSY Extra subscription box contains 5 full-sized products and you can choose 3 products each month.
IPSY Ultimate contains 8 full-sized, celeb-curated products.
The products come from a mix of established beauty brands, independent labels, and emerging companies. Recent boxes have featured brands such as Tarte, Glow Recipe, First Aid Beauty, Origins, Colour Wow, Clinique, Benefit Cosmetics, and E.L.F., alongside lesser-known brands that subscribers may not have encountered before.
Products span multiple beauty categories, including:
- Skincare
- Makeup
- Haircare
- Fragrance
- Beauty tools
Source: IPSY
IPSY Pricing & Subscription Options
IPSY offers several subscription tiers, each catering to a different budget and beauty routine.
| Subscription | Price* | Value per box | What You Receive | Best For |
|---|---|---|---|---|
| IPSY Original | $15/month | Up to $70 | 5 travel size samples with occasional full-size items | Trying new products at a lower monthly cost |
| IPSY Original Annual Plan | $172 per year | Up to $70 | 5 travel size samples with occasional full-size items | Save up to $32 every year |
| IPSY Extra | $32/month | Up to $200 | 5 full-size beauty products | Subscribers who prefer full-size products |
| IPSY Ultimate | $65/quarter | Up to $400 | Eight full-size premium products curated with a guest beauty expert or celebrity | Those looking for higher-end beauty brands |
- Prices are subject to change and exclude applicable taxes, shipping, or handling fees.
You can also complete your subscription box with add-ons. These are bonus products that start at $3.50 you can include in your box at the beginning of the month.
Members also receive discounts in the IPSY Shop and access to the Mega Drop Sale, where you can find popular products at a discounted price.
What do subscribers think of IPSY?
Subscriber feedback on IPSY is mixed.
Many members feel the subscription offers good value, particularly compared with buying prestige beauty products individually. At the same time, recurring complaints about shipping, customization, billing, and customer support mean overall satisfaction varies considerably.
Value is the most consistently praised aspect of IPSY.
Subscribers often say they receive products worth significantly more than the monthly subscription price, especially when they receive full-size items from well-known brands. Many also appreciate the opportunity to test new skincare, makeup, and haircare products before committing to full-priced purchases.
The level of customization receives more divided feedback.
While features such as the Beauty Quiz and monthly Choice selections help tailor each shipment, many subscribers say their bags still include products that don’t match their preferences, skin tone, or beauty routine.
Duplicate items and categories users have marked as low priority also remain common complaints.
Product quality is generally well regarded, although opinions differ on brand selection. Some subscribers enjoy discovering smaller or emerging beauty brands, while others say they would prefer more products from established prestige brands rather than lesser-known private-label or indie labels.
IPSY tends to be a better fit for subscribers who enjoy discovering new beauty products and are comfortable with some unpredictability.
Those expecting highly accurate personalization, consistently fast shipping, or a completely curated monthly selection may find the experience less consistent.
IPSY vs Beauty Heroes
Although both are beauty subscriptions, IPSY and Beauty Heroes are built around very different philosophies. IPSY emphasizes personalized product selection, while Beauty Heroes focuses on expert curation, ingredient integrity, and introducing members to standout clean beauty brands.
The key is deciding which subscription box suite you best.
IPSY is designed around variety and product discovery.
Subscribers receive a mix of skincare, makeup, haircare, and body care products from multiple brands, with selections influenced by a Beauty Quiz, product ratings, and monthly choice options.
Beauty Heroes takes a more editorial and ingredient-first approach.
Rather than offering a wide assortment of brands each month, every delivery is centered on a carefully selected Hero Brand.
Products are chosen by the Beauty Heroes team based on formulation quality, ingredient integrity, performance, and brand values, with the goal of introducing subscribers to complete routines rather than individual products or sample sizes.
IPSY uses personalization and inventory availability to create unique boxes for millions of subscribers, which means the experience can vary from month to month.
Beauty Heroes delivers the same thoughtfully curated collection to every subscriber, allowing each month’s Discovery to showcase products chosen for their ingredient quality, performance, and how well they work together.
Another key distinction is ingredient standards.
IPSY includes products from a wide spectrum of beauty brands, spanning conventional, clean, indie, and prestige formulations.
Beauty Heroes maintains stricter ingredient standards, partnering only with brands that meet its Healthy Beauty criteria and demonstrate a commitment to ingredient transparency, sustainability, and responsible sourcing.
| Feature | IPSY | Beauty Heroes |
|---|---|---|
| Subscription philosophy | Personalised discovery across multiple brands | Expert curation featuring one Hero Brand each month |
| Monthly price | Starts at $15 | Starts at $58.95 |
| Product sizes | Samples or full-size, depending on the plan | Full-size products |
| Product selection | Personalized using Beauty Quiz, ratings, and available inventory | Professionally curated by the Beauty Heroes editorial team |
| Brand focus | Mainstream, prestige, indie, and emerging brands | Carefully vetted brands that meet Healthy Beauty standards |
| Ingredient approach | Includes both conventional and clean formulations | Strict ingredient screening and transparency requirements |
| Best suited for | Beauty enthusiasts who enjoy variety and frequent product discovery | Consumers who look for high-quality formulations, ingredient transparency, and intentional routines |
IPSY is a better fit if you enjoy experimenting with new products, trying different brands, and receiving a personalised mix of beauty categories at a relatively accessible price.
Beauty Heroes is your best choice if you prioritize formulation quality over quantity, value rigorous ingredient standards, and prefer professionally curated routines built around brands with a strong commitment to healthy beauty and sustainability.
Which beauty subscription is right for you?
Choosing the right beauty subscription comes down to what you want from your monthly delivery.
Choose IPSY if you want variety, personalized selections, and an affordable way to discover new skincare, makeup, and haircare products. It’s best suited to those who enjoy trying different brands and don’t mind some unpredictability.
Choose Beauty Heroes if you prioritize ingredient integrity, full-size products, and thoughtfully curated routines. Each delivery is built around carefully vetted formulations that meet the brand’s Healthy Beauty standards.
Both subscriptions offer a different way to discover beauty products.
IPSY emphasizes choice and variety, while Beauty Heroes focuses on expert curation and formulation quality.
FAQs
Is IPSY cruelty-free?
IPSY itself doesn’t test products on animals, but it features brands with different animal testing policies.
Many brands included in the subscription are certified cruelty-free, while others may not hold third-party certifications or may have different global distribution policies. Because the featured brands change each month, the cruelty-free status of your products will vary.
If you only purchase cruelty-free or vegan beauty products, you’ll need to check each individual brand rather than assuming every item in your subscription meets those preferences.
Can you skip a box or cancel your subscription?
Yes. IPSY allows subscribers to skip eligible monthly shipments and cancel their membership through their online account.
Because subscriptions renew automatically, any changes must be made before the monthly billing deadline to avoid being charged for the next shipment.
Does IPSY offer good value?
Yes, from a purely financial perspective, IPSY generally offers strong value compared with purchasing each product individually.
The real value, however, depends on how many products you actually use. If you enjoy experimenting with new brands and regularly use sample sizes, the subscription can be an affordable way to refresh your beauty routine.
Are the products full size?
The answer depends on your subscription.
IPSY Original primarily contains deluxe travel-size products, although full-size items occasionally appear. If you prefer receiving full-size products every month, go for IPSY Extra and IPSY Ultimate.
How accurate is the personalization?
IPSY’s Beauty Quiz generally helps tailor products to your skin tone, preferred makeup shades, and favourite product categories. Over time, the platform also uses your product ratings to refine future recommendations.
That said, personalization isn’t perfect. Product availability, brand partnerships, and monthly inventories all influence what subscribers receive, so you may occasionally receive products or shades that don’t match your preferences.
