Ipsy is planting its flag in wellness.

The beauty box subscription service, which Michelle Phan debuted in 2011 just as the YouTube beauty-guru era began taking off, is 15 years later making an expansion similarly indicative of the times: It is launching supplements.

Called Ipsy Wellness, the expansion involves three curated wellness boxes — one for skin, another for hair and a Total Wellness box — which will release on a quarterly basis featuring rotating product assortments, priced at $65 each.

“This is an important evolution for our business,” said Galen Smith, chief executive officer of Ipsy. “With this convergence between wellness and beauty, we saw an opportunity to bring what Ipsy does best — which is helping members with discovery and trial, and doing the curation for them.”

With this foray, Ipsy has onboarded supplement brands including Goli, Sakara and Apothékary to its offering, while Kourtney Kardashian Barker’s Lemme, Beam and Good Bacteria will join in 2027.

The move comes as supplements become a growing hot spot in beauty and personal care, evidenced by mounting interest in longevity, and recent blockbuster acquisitions including Unilever’s $1 billion purchase of Grüns in April, and Thorne’s $3.8 billion sale to Procter & Gamble in August.

Surveys of Ipsy’s members conducted in 2025 found that 66 percent were interested in wellness but felt overwhelmed by their options, while 69 percent said they wouldn’t commit to a supplement routine without sampling it first.

Enter Ipsy Wellness: Each box features four — primarily full-size — products, including a mix of ingestible and topical offerings. The hair box includes Hairtamin’s Advanced Formula hair health capsules and Fable & Mane’s HoliRoots hair oil, while the Total Wellness box features Goli’s Dreamy Sleep Gummies; Apothékary’s Take the Edge Off herbal drops, a Doc & Glo Wellness Journal and Elemis’ Cellutox Active Body Oil.

“There’s a supplement in every single offering, and there’s usually some other wellness-oriented beauty product that’s going to go with it,” said Smith. “[Consumers] are going to get a one- or two-month supply of a particular product, so they can build that habit and see if the product is working for them.”

While the executive declined to share a specific subscriber count for Ipsy, which is owned by Beauty for All Industries, he said the platform today has “a couple million” subscribers, with 50 percent of those being Millennials, while Gen X and Gen Z make up 28 percent and 22 percent of the base, respectively.

The platform’s most popular membership plan is the Ipsy Original plan, which for $15 a month allows users to receive five sample-size products every month.

Ipsy also offers an Extra plan, which entails five full-size products for $32 monthly, and a quarterly Ultimate plan consisting of eight full-size products. The company’s 400-plus partner brands include Merit, Nars Cosmetics, Ilia Beauty, Makeup by Mario, Sachajuan and more.

“As we think about the discovery platform we’ve built in beauty, this is a natural extension,” said Smith of the wellness launch. “We’re going to start with this quarterly offering, and in the coming year, we expect to be able to sell even more wellness products to our members.”