ipsy was founded with a singular mission: to inspire individuals around the world to express their unique beauty. We wanted to completely reinvent the way you experience beauty, making it 100% about YOU. The beauty world wasn’t always like this. Back in the day, an elite circle of authorities called all the shots. Magazine editors, celebrities, supermodels, and billion-dollar corporations dictated the rules, the looks, and the trends. And we all followed along because that’s just what you did. And then YouTube happened. For the first time ever, beauty lovers from around the world were expressing themselves—candidly sharing everything from their beauty struggles to their blowout techniques through video. Communities started to pop up around these “creators”—the fresh, energizing personalities who never told you what to do…they simply gave you a glimpse into their world and left yours way more beautiful. One of them was Michelle Phan, who played a big part in starting the creator movement. She was brave. She was genuine. She inspired so many of us to rethink beauty, including Marcelo Camberos and Jennifer Goldfarb who dreamt up ipsy in 2011. Their goal was revolutionary—to democratize beauty, making it accessible and affordable for everyone and fearlessly representing individuality and inclusivity in an industry that was once the total opposite. Even our name is a play on ipse, which is Latin for self. That’s how the ipsy Glam Bag came to life. With five products personalizipsy was founded with a singular mission: to inspire individuals around the world to express their unique beauty. We wanted to completely reinvent the way you experience beauty, making it 100% about YOU. The beauty world wasn’t always like this. Back in the day, an elite circle of authorities called all the shots. Magazine editors, celebrities, supermodels, and billion-dollar corporations dictated the rules, the looks, and the trends. And we all followed along because that’s just what you did. And then YouTube happened. For the first time ever, beauty lovers from around the world were expressing themselves—candidly sharing everything from their beauty struggles to their blowout techniques through video. Communities started to pop up around these “creators”—the fresh, energizing personalities who never told you what to do…they simply gave you a glimpse into their world and left yours way more beautiful. One of them was Michelle Phan, who played a big part in starting the creator movement. She was brave. She was genuine. She inspired so many of us to rethink beauty, including Marcelo Camberos and Jennifer Goldfarb who dreamt up ipsy in 2011. Their goal was revolutionary—to democratize beauty, making it accessible and affordable for everyone and fearlessly representing individuality and inclusivity in an industry that was once the total opposite. Even our name is a play on ipse, which is Latin for self. That’s how the ipsy Glam Bag came to life. With five products personalized for you—plus articles, videos, and more on ipsy.com—you’re free to try new things and express who you are. ipsy Shopper takes our mission to the next level by making beauty more accessible, rewarding, and liberating than ever before. And with ipsy Gen Beauty, Open Studios, and all the creator content that we post each day, our intention has remained the same: to give every individual the tools to form their own definition of beauty. Once you’re an ipster, you’re part of something big—a community that’s leaving the rules behind and making unique beauty a real thing. And we’ll be with you all the way.