What Is the Most Sold Subscription Box in Beauty?

Every month, millions of people open a box that arrives at their door with surprise beauty products inside. Some are full-size, some are samples, but they all promise discovery, value, and a little bit of joy. And if you’re wondering which one is the most sold subscription box in beauty right now, the answer isn’t close - it’s Ipsy.

Why Ipsy Leads the Pack

Ipsy launched in 2011 with a simple idea: give people personalized beauty samples based on their preferences. Today, it has over 4 million active subscribers globally. That’s more than double the next biggest player. What makes it so popular? It’s not just the number of products - it’s the control users have.

When you sign up, you fill out a beauty profile. You pick your skin type, hair texture, favorite brands, and even which products you want to avoid. Then, every month, you get a Glam Bag with five curated samples. You can also upgrade to the Glam Bag Plus for full-size items, or the Glam Bag Plus XL for more premium products. The average value of each Glam Bag is $25-$50, but you pay just $13 a month. That’s a win for budget-conscious shoppers who still want to try luxury brands like Rare Beauty, Fenty Beauty, or Drunk Elephant without committing to full bottles.

And here’s the real kicker: Ipsy lets you earn points for every review you write. Those points turn into credits you can spend on full-size products in their online store. That’s not just a subscription - it’s a loyalty loop that keeps people coming back.

How Ipsy Compares to the Rest

Other beauty subscription boxes are great - but they don’t match Ipsy’s scale. Here’s how they stack up:

Comparison of Top Beauty Subscription Boxes (2026)

Box Name	Monthly Price	Avg. Products per Box	Personalization	Full-Size Options	Active Subscribers (Est.)
Ipsy	$13	5 samples	High - detailed profile	Yes - Plus & XL tiers	4+ million
Birchbox	$15	5 samples	Moderate - basic preferences	Yes - separate store	1.8 million
FabFitFun	$25	8-10 items	Medium - seasonal themes	Yes - mostly full-size	1.2 million
Scentbird	$14	1 perfume	High - fragrance preferences	No - only samples	500,000
BeautyFIX	$9	5-6 samples	Medium - skin/hair focus	Yes - occasional full-size	300,000

Notice the gap? Ipsy isn’t just bigger - it’s more flexible. Birchbox has been around longer, but its personalization hasn’t kept up. FabFitFun gives you more stuff, but it’s not beauty-only - you get candles, fitness gear, snacks. If you’re only interested in makeup, skincare, and haircare, Ipsy cuts out the noise.

Who Buys It - And Why

Ipsy’s biggest user base? Women between 18 and 34. But it’s not just young people. More women over 40 are signing up too, especially those tired of being sold the same anti-aging creams every year. They want to test what’s new - and Ipsy gives them access to indie brands they’d never find in a drugstore.

One subscriber in Austin told me she tried a new tinted moisturizer from Ipsy, loved it, bought the full-size version, and now swears by it. That’s the magic: it’s a low-risk way to discover products you’ll actually use. No more wasting money on something that doesn’t work.

And it’s not just about the products. Ipsy’s app is a community hub. You can see what other subscribers are getting, read real reviews before your box arrives, and even vote on which brands should be included next month. That level of involvement turns customers into fans.

What You Won’t Find in Ipsy

It’s not perfect. If you’re looking for luxury full-size products every month, Ipsy’s base tier won’t cut it. The samples are great for testing, but if you want to build a skincare routine with high-end serums, you’ll need to upgrade to the Plus or XL plans - which cost more.

Also, if you’re allergic to certain ingredients, you have to be extra careful. While Ipsy lets you flag allergies, mistakes happen. One user in Toronto got a box with a product containing shea butter - she’s severely allergic - and had to contact customer service. They refunded her and sent a replacement, but it was stressful.

And if you’re into cruelty-free or clean beauty, you’ll find plenty of options - but not everything is certified. Ipsy includes mainstream brands that aren’t always aligned with strict ethical standards. If that’s a dealbreaker, you might prefer a niche box like Credo Beauty’s subscription, which only carries clean, sustainable brands.

Is It Worth It?

If you like trying new things, hate wasting money on products you don’t like, and want to stay updated on trends without spending hundreds, then yes - Ipsy is worth it.

Think of it like a beauty tasting menu. You don’t have to order the whole thing. You sample, you learn, you decide. Over a year, most subscribers try 60+ different products. That’s the equivalent of testing 10+ full-size items without paying full price.

And if you’re already buying makeup or skincare regularly? You’re probably spending more than $13 a month on impulse buys. Ipsy turns that chaos into a system.

What Comes Next

Ipsy isn’t resting. In late 2025, they launched AI-powered recommendations based on your skin photos and past reviews. You upload a selfie, answer a few questions, and the system suggests what’s likely to work for your tone, texture, and concerns. Early users say it’s 70% more accurate than the old quiz.

They’ve also started partnering with indie brands to launch exclusive products only available through Ipsy. One of those - a hydrating lip oil from a small Brooklyn brand - sold out in 48 hours after being featured in a Glam Bag.

That’s the future of beauty: personalized, experimental, and community-driven. Ipsy didn’t just win because it had the most subscribers. It won because it understood that beauty isn’t about one perfect product - it’s about finding your own.

If you’ve ever spent too much on a foundation that didn’t match your skin tone, or bought a serum that turned your face red - Ipsy gives you a smarter way to shop. It’s not magic. It’s data, feedback, and a whole lot of real people trying things out so you don’t have to guess.