Which subscription service is more popular? Beauty box showdown

Every month, millions of people open a box that feels like a birthday present - but it’s not from a friend. It’s from a beauty subscription service. These boxes promise surprise samples, full-size products, and the thrill of discovery. But not all boxes are created equal. So which one actually wins in popularity? Let’s cut through the hype and look at who’s really leading the pack in 2026.

Who’s still in the game?

Five years ago, there were over 200 beauty subscription boxes. Today? Only six major players are still shipping regularly. The rest either folded, got bought out, or faded into obscurity. The survivors? Ipsy, FabFitFun, Birchbox, Glambot, Beauty Pie, and Dermstore’s Beauty Box. But popularity isn’t just about how many exist - it’s about how many people actually open them each month.

According to industry reports from Beauty Insider Analytics, Ipsy leads with 3.2 million active subscribers in North America and Australia alone. That’s more than the next three combined. FabFitFun sits second with 1.8 million, mostly thanks to its shift from beauty-only to lifestyle - think yoga mats, candles, and snacks alongside serums and lipsticks. Birchbox, once the pioneer, now holds 850,000 subscribers after pivoting to focus on premium skincare and clean beauty.

What makes Ipsy the winner?

Ipsy didn’t win by accident. Its success comes down to three things: personalization, price, and community.

When you sign up, Ipsy asks you to take a 30-second quiz. It doesn’t just ask your skin type - it asks if you hate glitter, if you’re allergic to fragrance, if you’ve ever cried over a lipstick that smudged in the heat. Based on that, you get five samples tailored to you. Not random. Not generic. Actual matches.

Then there’s the price. The Glam Bag Plus costs $25 a month and includes at least $75 worth of products. That’s not a gimmick - real brands like Rare Beauty, Drunk Elephant, and Fenty Beauty send full-sized items. You’re not just testing - you’re building a routine.

And the community? Ipsy’s app has over 5 million user reviews. People post photos of their boxes, tag products, and ask for advice. It’s not just a subscription - it’s a club. That’s why churn rate is under 12% per year. Most competitors hover around 25%.

FabFitFun: The lifestyle twist

FabFitFun isn’t really a beauty box anymore. It’s a quarterly wellness experience. You get four to six items every three months, and beauty is just one category. One box might include a face mask, a protein bar, a journal, and a pair of socks.

That’s the trade-off. You get variety - and it’s beautiful. But if you’re only here for skincare or makeup? You’ll get filler. The average beauty value per box is $45, but only $15-$20 of that is actual beauty product. The rest? Candles, tea, fitness gear. It’s great if you want to upgrade your whole life. Not so great if you’re trying to find your holy-grail foundation.

Still, it’s the second most popular. Why? Because it feels like a gift. People buy it for birthdays. They gift it to coworkers. It’s not just a subscription - it’s a moment.

Birchbox: The slow fade

Birchbox was the first. It started in 2010 with 200 subscribers. By 2015, it had 1.5 million. Then came the copycats. Then came the oversaturation. Then came the data.

Birchbox’s samples used to be hit-or-miss. People signed up, got a bunch of stuff they didn’t need, and canceled. So they changed. Now they focus on clean beauty, dermatologist-approved products, and full-size items. They also dropped the monthly model - now it’s every other month. That helped reduce costs… and subscriber numbers.

They’re still trusted. Dermatologists recommend them. But trust doesn’t always translate to volume. In 2026, Birchbox is the quiet favorite - the one your mom uses, not the one you brag about on TikTok.

The others: Glambot, Beauty Pie, Dermstore

Glambot is niche. It’s for makeup lovers who want bold, experimental shades. Think electric blue eyeliner, holographic highlighters, and pigment pots. Subscribers? Around 200,000. But they’re loyal. Like, tattoo-the-brand-on-your-arm loyal.

Beauty Pie is different. You don’t get surprise boxes. You get wholesale prices on luxury brands - but only if you join their membership. It’s more like a Costco for beauty. Subscribers pay £30/month (or $50 AUD) and unlock access to brands like Charlotte Tilbury at 40% off. It’s not a box. It’s a buying club. Still, it’s growing fast - 450,000 members in 2026.

Dermstore’s Beauty Box is the pharmacy version. It’s curated by skincare experts. If you have acne, rosacea, or sensitive skin, this one’s worth a look. They include prescription-strength ingredients you can’t buy in stores. Subscribers? 300,000. Quiet, but growing.

What do people really want?

Here’s the truth: people don’t subscribe for the samples. They subscribe for the discovery.

A 2025 survey of 12,000 subscribers found that 71% said they tried a product in their box they’d never have found on their own. Of those, 58% ended up buying the full-size version. That’s the magic. Subscription boxes aren’t about free stuff - they’re about saving time, reducing decision fatigue, and finding hidden gems.

That’s why Ipsy wins. It turns sampling into a science. It doesn’t just give you a lipstick - it gives you the lipstick your skin type actually needs. And it tells you why.

Who should you pick?

Here’s the simple guide:

• If you want personalized makeup and skincare with real value - go with Ipsy.
• If you want a lifestyle upgrade with beauty mixed in - try FabFitFun.
• If you care about clean, dermatologist-tested products - stick with Birchbox.
• If you’re into bold, experimental makeup - Glambot is your tribe.
• If you want to buy luxury brands at wholesale prices - Beauty Pie is your best bet.
• If you have sensitive or problematic skin - Dermstore’s Beauty Box has the expertise.

There’s no ‘best.’ There’s only ‘best for you.’

What’s next?

The next wave of beauty subscriptions won’t be about more boxes - it’ll be about smarter boxes. AI that predicts your next obsession. Subscription models that let you skip months without penalty. Boxes that let you return unused samples for credit.

Ipsy already tests this. In late 2025, they rolled out a feature where you rate your samples, and within 48 hours, your next box adjusts. If you hated the serum? No more serums for two months. If you loved the gloss? You’ll get two next time.

The future isn’t just about what’s in the box. It’s about the box learning you.