In 2011, we recognized the huge potential marketing opportunity the YouTube beauty community offered cosmetic brands. Beauty brands struggled for years to gain traction on YouTube even though their products were being used in videos by thousands of beauty bloggers online.
To connect influencer talent directly with brands and provide measurable results, ipsy.com was conceived and is now the #1 beauty sampling subscription service and community. Members of our team played an integral role in the founding of ipsy and the company’s overall business strategy.
By focusing on providing a platform that catered to the three C’s of content, commerce and community, ipsy now has more than 1 million paying subscribers.