Ipsy, the largest beauty subscription in the world, announced today their new ‘Discover Yourself’ campaign — featuring pop star Ciara. Watch the video below.

Ciara stars in the campaign alongside Ipsy’s diverse group of brand ambassadors that, together, challenge standard perceptions of beauty.

The group includes Gabi Fresh, body-positivity advocate and co-founder of plus size fashion line Premme; and Zack Dishinger, 17-year-old co-founder and CEO of gender-fluid Formula Z cosmetics.

Jenna Habayeb, Ipsy’s chief brand officer, comments, “Discover Yourself is about self-identification: embracing who you are, what makes you human, and finding the beauty in it all. Each and every one of our nine ambassadors has an incredibly rich and powerful story to tell, the culmination of which perfectly articulates IPSY’s mission to empower individuality through self-expression.”

Ipsy Live – October 12th & 13th in NYC

The ambassadors will unveil their personal journey of self-discovery through a series of videos that will debut on Ipsy’s digital properties, followed by a broadscale offline marketing campaign.

The brand’s inaugural Ipsy Live event will be held in New York City on Saturday, October 12th and Sunday, October 13th.

Marcelo Camberos, Ipsy’s co-founder and CEO, says, “We built and grew Ipsy through our community and have been very fortunate to have so many passionate advocates. This campaign is not only reflective of our core DNA as a community-driven brand—it also marks our own sense of self-discovery.”

Camberos adds, “We just introduced a new brand identity, a new series of hyper-local events, and a suite of new features inspired by our members. With every step we are pushing towards micro-personalization, shifting the focus towards real people and authentic experiences.”

A New Glam Bag

The campaign follows the introduction of Ipsy’s third subscription: Glam Bag Ultimate, a new program for the “beauty-obsessed” consumer, featuring 12 products valued at over $250 for just $50 a month.