IPSY Reveals What’s Driving Beauty Purchases in 2026 in New Discovery Report
MARKETING
IPSY’s 2026 Beauty Discovery Report highlights how product discovery is shaping beauty purchases and consumer trends.
IPSY has released its second annual Beauty Discovery Report, revealing that 75 percent of surveyed members have purchased or plan to purchase products they first discovered through the platform. Unveiled at The Ipsies 2026 Beauty Awards, the report examines how discovery is reshaping beauty shopping behavior across sampling, trial, and conversion.
The findings highlight several shifts in how consumers approach beauty purchases in 2026, from curated shopping experiences to growing demand for performance-driven products and intentional routines. The data points to a more deliberate, discovery-led approach to how consumers try, evaluate, and shop for beauty.
Discovery as Conversion Driver
"Beauty trends today aren't defined by novelty alone, but by discovery that drives conversion and endures," said Kristy Westrup, Chief Merchandising Officer at IPSY. "At IPSY, we have a unique view into which products move beyond the hype and keep members coming back. That perspective allows us to identify what's truly resonating, which trends have staying power, and the brands anticipating consumer needs before they're even fully realized."
The report identifies three key trends redefining the beauty landscape. Performance-driven lip care has emerged as a category shift, with members prioritizing hydration, volume, and long-term results alongside color payoff. Products like lip oils and plumpers have transitioned from trend items to everyday essentials, signaling a broader shift toward formulas that deliver measurable results.
Generational Shifts in Fragrance
Gen Z is driving what IPSY describes as scent culture, treating fragrance as part of identity and experimenting more than previous generations. Rather than maintaining one signature scent, younger consumers are building fragrance wardrobes, layering products, and rotating between favorites at an accelerated pace.
Blush has evolved from accent to anchor in makeup routines. The report documents members collecting multiple shades, finishes, and tones to suit different looks. As contour and bronzer step back, blush is defining face makeup with softer, fresher, and more expressive applications.
Platform Impact
"Discovery has become one of the most powerful forces shaping beauty today," said Stacey Politi, Chief Marketing Officer at IPSY. "At IPSY, discovery isn't just part of the experience; it's the engine behind it. Our ability to play matchmaker and connect our engaged member base with thousands of products is a big differentiator for us and allows us deep insight into emerging and evolving trends that drive measurable business impact."
IPSY simultaneously announced winners of The Ipsies 2026 Beauty Awards, its fourth annual celebration of products and brands resonating with its community based on member feedback and engagement. Rare Beauty won Best Blush, while Makeup by Mario received Member-Favorite Brand recognition.
Market Implications
The report's findings suggest that discovery platforms are becoming increasingly important in beauty purchase pathways. The 75 percent purchase rate among surveyed members who discovered products through IPSY indicates that curated sampling experiences can drive measurable conversion beyond traditional marketing channels.
The shift toward performance-driven formulas across categories reflects broader consumer expectations for products that deliver functional benefits alongside aesthetic results. The lip care trend demonstrates how consumers are applying skincare-level scrutiny to color cosmetics, demanding formulas that serve multiple purposes.
The generational fragrance behavior documented in the report has implications for how brands approach scent marketing and product development. The move from single signature scents to fragrance wardrobes suggests opportunities for brands to position products as part of collections rather than standalone offerings.
IPSY operates as a curated beauty membership service, connecting consumers with products through monthly subscription deliveries and an e-commerce marketplace. The platform serves as both a consumer destination and a discovery engine for beauty brands seeking access to engaged audiences.