When Ipsy launched in 2011, the corporate focused on shipping full-sized beauty products out to big-time beauty enthusiasts.
It was during an era when YouTube-based makeup tutorials were on the rise, including those by Michelle Phan, Ipsy’s founder. The corporate’s launch followed Birchbox, but Ipsy’s mission — “to encourage everyone to specific their unique beauty” was different.
“Our innovation got here in two fronts. One is sort of this angle that influencers really matter and are democratizing beauty…The opposite one that individuals don’t really speak about that much is, we were the primary to have a beauty quiz,” said Marcelo Camberos, chief executive officer of Ipsy parent company Beauty For All Industries.
“You can not subscribe to Ipsy in any way, shape or...
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