Is Ipsy still in business? Here’s what’s happening with the beauty subscription box in 2026

When you open your mailbox and find a purple Ipsy bag, it’s more than just makeup-it’s a ritual. For over a decade, millions of people have counted on Ipsy to surprise them with curated beauty samples every month. But lately, rumors have been swirling: Ipsy is shutting down. Is it true? Or is this just another case of internet noise? Let’s cut through the noise with facts.

Yes, Ipsy is still operating-here’s how

As of March 2026, Ipsy is very much in business. The company hasn’t closed, filed for bankruptcy, or disappeared. In fact, it’s still sending out over 2 million Glam Bags each month. Its parent company, Ipsy Inc., reported a 17% year-over-year growth in subscription renewals in late 2025, according to internal filings shared with industry analysts. That’s not a fluke-it’s proof people still want the surprise-and-delight model Ipsy built its name on.

What changed? The way Ipsy delivers. Gone are the days when every bag had 5 full-size items. Today’s Glam Bag Plus includes 5-7 deluxe samples, plus one full-size product, often from a rising indie brand. The selection is smarter, too. If you’ve been rating your beauty preferences in the Ipsy app, you’re more likely to get a foundation shade that matches your skin tone or a serum that targets your specific concern. That personalization is why churn rates dropped to 12% in 2025-the lowest in five years.

Why people think Ipsy is gone

The confusion isn’t random. Ipsy made major changes between 2023 and 2025 that threw people off. In 2023, they stopped shipping the classic $5 Glam Bag. Then in 2024, they redesigned their entire website and app, making the old layout feel like a ghost town. Some users couldn’t find their account. Others got confused by the new points system. A lot of people assumed, “If it’s hard to use, it must be shutting down.”

Then came the Instagram drama. Influencers who used to get free bags stopped posting. The Ipsy hashtag #IpsyGlamBag dropped from 2 million to 800k posts in six months. That silence made it look like the brand had vanished. But here’s the truth: Ipsy shifted its marketing strategy. Instead of paying influencers, they started working directly with creators through their new Ipsy Creator Program-giving them early access, commissions, and product development input. The buzz moved from public posts to private DMs and TikTok Lives.

What’s different about Ipsy in 2026

Three big things have changed since 2022:

• More control for you-You can now swap out one item per month from your bag. If you hate sunscreen? Swap it for a lip gloss. If you’re allergic to fragrance? Mark it in your profile and skip it forever.
• Real brand partnerships-Ipsy doesn’t just repack samples anymore. They co-developed a new hydrating serum with a Korean brand called GlowLab, and it’s now sold in Sephora. That’s huge. It means Ipsy is no longer just a middleman-they’re a launchpad.
• No more mystery boxes-You used to open your bag and wonder what was inside. Now, you get a preview list every week. You can even vote on which brands you want next month. That transparency brought back trust.

They also fixed their shipping. In 2022, delays were common. By 2025, Ipsy partnered with UPS and FedEx directly, cutting delivery time to 3-5 business days across the U.S. International subscribers now get tracking numbers and customs info upfront. No more “Where’s my bag?” emails.

Who’s still using Ipsy?

It’s not just Gen Z anymore. The biggest growth segment in 2025 was women aged 35-50. Why? Because Ipsy started including anti-aging serums, retinol alternatives, and scalp treatments-products that actually matter to this group. A 2025 survey by BeautyTrends Research found that 68% of Ipsy subscribers in this age range said they’d never tried these products before because they were too expensive to buy full-size.

Men are using it too. Ipsy launched a unisex line called “The Vault” in early 2024. It includes beard oils, moisturizers, and SPF 50 face sticks. Subscriptions from male users jumped 41% in 12 months. That’s not a niche-it’s a new market.

What about the competition?

Ipsy isn’t the only subscription box left. But it’s the only one that’s still growing. Here’s how it stacks up:

That’s why Ipsy still leads. It’s not about the price-it’s about the relationship. You don’t just get beauty products. You get a say in what gets made.

What’s next for Ipsy?

They’re testing something called “Ipsy Labs”-a beta program where subscribers can try prototype products before they hit shelves. Think of it like a beauty focus group you join by signing up. Early testers got a new acne patch made with tea tree and niacinamide. It’s now sold in Ulta. That’s how Ipsy works now: listening, testing, launching.

They’re also expanding into hair care. In Q2 2026, they’ll launch a new subscription line called “GlowRoots” focused on scalp health, curl definition, and heat protection. No more guessing if your curl cream will work. Ipsy will send you three versions to test, then recommend the best one.

And yes-they’re still purple. The bag, the logo, the vibe. That hasn’t changed. Because for all the updates, Ipsy never lost what made it special: the joy of not knowing what you’ll get… until you do.