Ipsy will sell $65 wellness boxes starting this year, its first move beyond cosmetics in 15 years of business. The beauty subscription platform announced Ipsy Wellness on Wednesday: three curated boxes — skin, hair and Total Wellness — released quarterly with rotating assortments.

Each box holds four products, mostly full-size, mixing ingestibles and topicals. The hair box includes Hairtamin's Advanced Formula hair health capsules and Fable & Mane's HoliRoots hair oil. 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.

"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."

Why supplements, and why now?

The launch lands amid a run of blockbuster deals in the category. Unilever bought Grüns for $1 billion in April. Procter & Gamble paid $3.8 billion for Thorne in August. Longevity interest keeps climbing, and beauty companies keep following the money.

Ipsy's own research pushed it there. Surveys of members conducted in 2025 found that 66 percent were interested in wellness but felt overwhelmed by their options. Another 69 percent said they wouldn't commit to a supplement routine without sampling it first. A subscription box built on trial-sized products is, if nothing else, a tidy answer to that objection.

"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."

Who is in the boxes?

The brand roster splits into two waves. Goli, Sakara and Apothékary are onboard at launch. Kourtney Kardashian Barker's Lemme, Beam and Good Bacteria will join in 2027.

That timing is unusual for a category that rewards speed. Still, Kardashian Barker's Lemme gives Ipsy a mainstream name with built-in recognition, which the supplements aisle generally lacks.

What does this mean for the core business?

Smith declined to give a specific subscriber count for Ipsy, which is owned by Beauty for All Industries. He put the platform at "a couple million" subscribers. Half are Millennials. Gen X accounts for 28 percent, Gen Z for 22 percent — a base with money and, presumably, collagen concerns.

The entry point remains the Ipsy Original plan at $15 a month for five sample-size products. The Extra plan delivers five full-size products for $32 monthly. A quarterly Ultimate plan offers eight full-size products. The company's 400-plus partner brands include Merit, Nars Cosmetics, Ilia Beauty, Makeup by Mario and Sachajuan.

At $65 a quarter, the Wellness boxes sit well above the Original plan in per-box value terms. Ipsy is betting that members who sample a gummy will pay premium prices for the habit. Given that 69 percent refuse to commit without sampling first, the sample-first logic holds.

What comes next?

Smith framed the launch as a beginning, not an endpoint. "As we think about the discovery platform we've built in beauty, this is a natural extension," he said. "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."

Translation: the boxes are a storefront test. If the 2025 survey numbers hold, expect wellness to move from side aisle to core shelf — the same path supplements took across the wider beauty industry, at rather higher price tags than $15 lipsticks.