The report is based on the 2025 purchasing behaviors of Ipsy members in North America and a survey conducted in February 2026 among the platform’s community.

Hair care reigns supreme
Hair care has become the top-selling category on the platform, accounting for 15% of units sold.

Gen Z drives fragrance culture
In 2025, fragrance became Gen Z’s top purchase category on Ipsy, accounting for 6.3% of units sold. Its share nearly doubled in one year.
This generation is diversifying their choices rather than sticking to a single fragrance.

Blush is gaining traction
Blush is no longer just a makeup accessory. It has become a category in its own right.
Ipsy members purchased $2.1 million worth of blush in 2025, a 34% increase from 2024. They are also buying more per order, a sign of a collecting trend.

Lips: care takes precedence over color
Lip care sales are projected to grow by 10% in volume by 2025. Treatment products are driving this growth: plumping products are surging by 182%, masks by 56%, and oils by 36%.
In contrast, makeup (lipstick, lip gloss, etc.) is expected to decline by 23% overall.

Beauty priorities vary greatly by generation
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