Beauty subscription company Ipsy is expanding into the wellness market with the launch of Ipsy Wellness, a new offering designed to help members discover products across supplements, nutrition and other wellness categories.
The service extends Ipsy’s established product discovery model beyond beauty, giving subscribers access to curated selections tailored to their interests. According to the company, Ipsy Wellness will debut with three quarterly collections: Skin, Hair and Total Wellness.
Each collection will feature four selected products spanning categories such as supplements, treatments and tools. The products will have a combined retail value offered at more than 50% off, providing members with a more accessible way to explore new wellness products.
The initial assortment will include brands such as Goli, Sakara and Apothékary. Lemme, Beam and Good Bacteria are expected to join the offering in 2027.
Personalised Discovery Drives Expansion
Ipsy is building on its existing beauty platform, which uses member preferences, product reviews and product-trial data to create personalised selections. The company said it analysed information from its millions of members to identify consumer interests and develop collections featuring both established and emerging wellness brands.
Chief executive Galen Smith said the expansion reflects the growing connection between beauty and wellness, as consumers increasingly seek a more comprehensive approach to personal care.
“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,” Smith said.
He added that Ipsy Wellness applies the company’s experience in product sampling and curation to a new category, with the aim of strengthening member relationships and creating additional opportunities for brands.
Ipsy expands into wellness. – Ipsy
Research Highlights Consumer Interest in Wellness
Ipsy’s expansion is supported by findings from its 2026 Beauty Discovery Report, which highlights consumer interest in wellness alongside uncertainty about which products to choose.
According to the report, 66% of surveyed members said they were interested in wellness but felt overwhelmed by the available options. Meanwhile, 69% said they would not commit to a routine without trying products first.
The research also found that 65% of respondents were likely to try a new wellness brand or product if it was introduced through Ipsy.
These findings point to an opportunity for the company to use its established sampling and discovery model to help consumers navigate the expanding wellness market.
With Ipsy Wellness, the company aims to build on its beauty subscription business while offering brands another route to reach consumers through personalised product discovery.
