Magnificence product subscription service IPSY’s report explored shopper habits patterns and product developments recognized by way of its neighborhood of over 20 million magnificence fans. To collate the info used within the report’s evaluation, IPSY drew from 200 million product critiques and in depth member information from throughout North America, together with product picks, suggestions and buying patterns from the previous 12 months.
For cosmetics and private care product producers and suppliers, the findings provide strategic course for innovation, packaging and product launches in 2025 and past.
“We wished to highlight what our members are literally responding to in actual time,” Kristy Westrup, IPSY’s Chief Merchandising Officer, instructed CosmeticsDesign. “The info displays not solely what’s trending however what’s changing.”
We spoke to Westrup for her insights into the report’s key takeaways and her recommendation on actionable outcomes for magnificence business stakeholders.
Make-up artist manufacturers outperform movie star traces
One notable shift famous within the report is that make-up artist-founded manufacturers are actually outperforming movie star magnificence traces. In line with Westrup, this pattern is rooted within the worth customers place on schooling.
“There are such a lot of superb merchandise on the market, the fixed cycle of enjoyable new classes, new codecs, new formulation is rather a lot to maintain up with – a lot in order that after discovery, a very powerful a part of the shopper journey is schooling,” she defined. “Most MUA-founded manufacturers have that schooling in-built as a result of it’s a part of how they relate to their prospects.”
She added that manufacturers with out that pure connection can nonetheless compete. “The excellent news for non-MUA-founded manufacturers is that that is one thing that they will emulate, and it’s one thing that IPSY has additionally all the time prioritized for our members.”
Gen Z shifts from perfume to lips
One other vital pattern famous within the report is Gen Z’s pivot from perfume to lip merchandise, particularly glosses and berry tones. Particularly, IPSY reported that in August 2024, berry-toned orders spiked to 422% and 2025 is already seeing a 50% year-over-year improve in berry shade curiosity.
In line with Westrup, this alerts a shopper want for frolicsome, accessible and low-commitment methods to interact with make-up.
“Gen Z’s elevated curiosity in lip merchandise suggests a desire for reasonably priced, low-commitment, but high-impact methods to discover make-up developments, like swiping on a berry-toned gloss,” she stated. “Magnificence TikTok is all about lips today, too, which is an enormous issue because it was with driving perfume.”
She suggested manufacturers to align product improvement with these evolving behaviors: “Manufacturers and producers ought to hold this in thoughts when planning new launches and take into account improvements that supply a flexible and enjoyable strategy to discover new magnificence seems.”
Maximalism opens doorways for shade, packaging, and collabs
The report additional highlighted the rise of a daring, maximalist aesthetic, impressed partially by cultural hubs like Chicago and Miami. This pattern is informing not simply shade preferences however packaging and collaboration technique.
“At IPSY, our neighborhood sits on the intersection of maximalism and exploration. They like to experiment with merchandise and embrace daring, vibrant make-up seems,” stated Westrup. “This ardour for maximalism creates thrilling alternatives for us, from the dynamic number of merchandise we supply to expanded shade ranges that align with our neighborhood’s numerous preferences.”
In line with Westrup, this pattern opens the door to inventive model partnerships, equivalent to “playful collaborations with maximalist magnificence icons, particularly with creatives from design-forward cities that mix magnificence with artwork.”
Hybrid serums overtake foundations
Knowledge from the Magnificence Discovery Report signifies that serums have surpassed foundations in recognition amongst each Gen Z and millennial customers, a shift with noteworthy formulation implications. For instance, in line with the report, 89% of final yr’s IPSY subscriptions included serums and moisturizers, which is an nearly 9% year-over-year improve, and moisturizer was probably the most bought class.
“Serums present customers with a broad vary of useful advantages, equivalent to combining tint, SPF, hydration, and extra in a single product,” stated Westrup.
“Given the rising demand for serums over foundations,” she added, “it’s clear that buyers gravitate in direction of multi-functional skincare-makeup merchandise that simplify and streamline their day by day routines—and we don’t see this pattern slowing down anytime quickly in 2025.”
Sampling and subscriptions drive discovery and conversion
With 78% of IPSY members citing the subscription as their main technique of discovering new merchandise, the report additionally underscored the strategic worth of sampling.
“In at this time’s crowded market, it may be robust and expensive to face out,” stated Westrup. “However nothing is extra impactful than getting your product into somebody’s fingers, onto their self-importance, and into their routine.”
She emphasised that sampling doesn’t simply drive trial, however delivers quick, actionable information. “Sampling is particularly highly effective for launches,” she defined, “not just for the rapid consciousness and trial it generates, however as a result of inside days, you possibly can collect genuine buyer critiques,” including that “as we all know, critiques drive gross sales.”
She concluded that this strategy is equally invaluable for legacy SKUs: “Everytime you’re seeking to enhance consciousness, engagement, or pleasure, sampling to an viewers as passionate and beauty-obsessed as IPSY’s members is difficult to beat.”
