The beauty box subscription service is introducing a curated wellness offering for the first time featuring a slate of supplement brands.
The beauty box subscription service, which Michelle Phan debuted in 2011 just as the YouTube beauty-guru era began taking off, is 15 years later making an expansion similarly indicative of the times: It is launching supplements.
Called Ipsy Wellness, the expansion involves three curated wellness boxes — one for skin, another for hair and a Total Wellness box — which will release on a quarterly basis featuring rotating product assortments, priced at $65 each.
“This is an important evolution for our business,” said Galen Smith, chief executive officer of Ipsy. “With this convergence between wellness and beauty, we saw an opportunity to bring what Ipsy does best — which is helping members with discovery and trial, and doing the curation for them.”
With this foray, Ipsy has onboarded supplement brands including Goli, Sakara and Apothékary to its offering, while Kourtney Kardashian Barker’s Lemme, Beam and Good Bacteria will join in 2027.
The move comes as supplements become a growing hot spot in beauty and personal care, evidenced by mounting interest in longevity, and recent blockbuster acquisitions including Unilever’s $1 billion purchase of Grüns in April, and Thorne’s $3.8 billion sale to Procter & Gamble in August.
Surveys of Ipsy’s members conducted in 2025 found that 66 percent were interested in wellness but felt overwhelmed by their options, while 69 percent said they wouldn’t commit to a supplement routine without sampling it first.
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