When it comes to subscription-based beauty, Ipsy is “way ahead of its competition.” The brand hit 2.5 million subscribers for their “massively popular” Glam Bags this month, thriving in an industry where many are struggling. According to the founders, “it’s beauty bloggers and other creators that are controlling the conversation,” so Ipsy fosters the relationships between brands and influencers and helps content creators, “no matter how small,” by providing resources. Since brands are gaining awareness through samples and influencers, consumers get a bag worth five times the amount they paid for.
(Fast Company)
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