Beauty Launches

IPSY Partners with Ash K Holm for August Icon Box

This box stems from an increasing interest in brands created by makeup artists, found in IPSY’s Beauty Discovery Report.

July 8, 2025

By: Rachel Klemovitch

Assistant Editor

IPSY is rolling out its August Icon Box collaboration with celebrity makeup artist Ash K Holm.

Bringing her professional expertise to the doorstep of beauty lovers nationwide, this Icon Box collaboration highlights the increasing interest from consumers to seek out brands created by makeup artists.

The August Icon Box by Ash K Holm features a thoughtfully curated selection of skincare and makeup products from leading brands like Patrick Ta Beauty, Makeup by Mario, Elemis, and more.

Known for perfecting the looks of entertainment’s biggest celebrities, Holm is sharing her blueprint for effortless, elevated beauty through this one-of-a-kind August drop.

Ash K Holm commented,

“From doing makeup on IPSY’s first shoots to becoming IPSY’s Chief MUA, this collaboration reflects my journey with the brand and celebrates the transformative power of makeup. Beauty should be both accessible and empowering—and that’s exactly what makes IPSY so special. Whether you’re just starting out or looking to elevate your skills, I hope the contents of this box inspire confidence in every version of yourself.”

The collaboration features a unique visual approach that blurs the lines between artist and subject, showcasing Holm’s dual perspective as both the makeup artist creating transformative looks and someone who deeply understands the client experience.

This innovative storytelling aligns with findings from IPSY’s Beauty Discovery Report, which highlights the growing consumer shift toward trusting makeup artists over celebrities, especially among Gen Z and Millennials.

Kristy Westrup, Chief Merchandising Officer at IPSY, said,

“We’re incredibly honored to continue our work with Ash K Holm, whose mastery of makeup artistry and authentic approach to beauty education makes her the perfect collaborator for our community. Her ability to translate high-end techniques into accessible, everyday applications aligns perfectly with our mission to make premium beauty experiences available to everyone.”

By spotlighting Holm, this partnership taps into the trend, demonstrating how beauty can be aspirational and attainable.