The Glow-Up of Wellness
By: Mackenzie Penrod, Staff Writer Edited by: Olena Conrad
The beauty industry has always focused on transformation, self-expression, and personalization. But lately, it's been having a glow-up of its own, shifting towards self-care, sustainability, and most importantly, wellness. Recognizing this shift, IPSY (a beauty subscription company) has launched IPSY Wellness, a quarterly box designed to simplify self-care. Each box blends beauty and wellbeing by delivering curated products that include supplements, treatments, wellness tools, and more. For many, building a self-care routine can feel overwhelming, but with specialized products and a simpler approach, IPSY hopes to pioneer the glow-up of wellness in the beauty industry. By merging beauty, wellness, and technology, IPSY isn't just selling products—they're redefining the standard of beauty.
Over the years, the beauty industry has looked to appeal to beauty gurus and the younger generations by increasing their production of makeup products. Whether it be a new kind of mascara, different shades of eye shadow, or new and innovative products, the focus has always been makeup. In recent years, however, with the rise of “clean-girl aesthetics” and a focus on self-care, the consumer demand for wellness products over makeup has skyrocketed. According to self-care industry statistics found by Worldmetrics, the global personal care market is projected to reach $733.7 billion by 2027, with self-care products accounting for 28%. Because of this recent shift in demand, beauty companies and brands are expanding their lines to account for the wellness shift. Now, 92% of U.S. companies offer wellness programs, up from 72% in 2019, causing U.S. sales of organic skincare products to reach $14.2 billion in 2023. One beauty company that has recently explored these wellness trends is IPSY.
IPSY, a monthly beauty subscription service, sends subscribers personalized products based on their "Beauty Quiz" preferences. By asking questions like "How would you describe your skin concerns?" and "What shades would you prefer if you received these products?" as well as simpler questions regarding hair and eye color, IPSY is able to create a curated list of products that work for the consumer. Now, IPSY has decided to expand its quarterly subscription to offer wellness packages as well. For $65 per quarter, subscribers can choose a focus on skin, hair, or total wellbeing, and receive an assortment of four curated products to achieve their goals. For example, the hair package might include hair oil, a scalp massager, or collagen from brands like Crushed Tonic. The total wellbeing package, on the other hand, might include Goli sleep gummies, vitamins, or even a motivation journal. No matter what one’s goals are, IPSY works to curate products to help users achieve results.
What we've learned from countless TikToks, recommendations, and products is that the wellness market can be overwhelming. Not knowing what your body needs can result in purchasing an unhealthy number of unnecessary products that can run your wallet dry. IPSY looks to resolve this issue by simplifying self-care for consumers. With the convenience of curated packages delivered right to their door, many customers feel open to expanding their self-care routine. The personalization of the packages helps consumers create a sustainable and comfortable practice that fits right into their everyday routine.
For many consumers, the hardest part of self-care is knowing where to start. With IPSY, we see a clear shift from appearance-focused beauty to wellbeing. Now, products are designed to make self-care more approachable and personalized. Whether or not the concept becomes a long-term product for IPSY is unknown. However, one thing is clear: the beauty industry is no longer focusing solely on external transformation. Instead, they're embracing how people feel, rather than how they look. True beauty begins with loving who you are both inside and out, and companies like IPSY are redefining what it means to invest in yourself.
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