IPSY’s 2026 Beauty Discovery Report shows how discovery has evolved from a top-of-funnel moment into a true driver of conversion. 

With 69% of members surveyed relying on IPSY to discover new brands and 75% going on to purchase (or plan to purchase), discovery is shaping not just what consumers find, but what they buy.

The report analyzes IPSY customer behavior, drawing from over 200 million product reviews, member data, and an annual member survey in North America.

Key Trends

• Slick-back sides hairstyle becomes mainstream
• Gen Z drives scent culture 
• Blush increases in popularity
• In lip care, performance is prioritized over pigment
• Generational beauty gap 
• Consumers want wellness, but are overwhelmed by the options
• The rise of surprise-first shopping

A Closer Look at the Trends

In 2025, hair gel surged 222% year-over-year, and styling shifted from an occasional activity to everyday maintenance. 

Gen Z is leading the charge in fragrance as they are building scent wardrobes that include layering, switching, and discovering new favorites.  In 2025, fragrance ranked as the top subcategory for Gen Z. Fragrance is also the fastest-growing segment in prestige beauty, according to Circana. 

Blush has moved beyond a single go-to item and is now a core category. Members are collecting multiple shades, finishes, and tones for different looks. 

Customers are looking for lip products that care and color. Members are prioritizing hydration, volume, and performance-driven formulas. Lip care is on the rise, up 10% in 2025, driven by gains in Lip Plumpers (+182%), Lip Masks (+56%), and Lip Oils (+36%), as color declines 23%.

Each generation is building a routine shaped by priorities and appearance. Gen Z leads expressive and experimental expressions with fragrance, lip lines, and blush. Millennials are focusing on maintenance and results, leaning towards skincare, especially moisturizers. Gen X also prioritizes maintenance and results, but focuses on eye treatments and shampoo/conditioner.

As the wellness category grows, so does consumer overwhelm. 66% of members surveyed are interested in wellness but are overwhelmed by options. Also, 69% said they won’t commit to a routine without sampling first.

Customers are now looking for surprises. With decision fatigue, the “blind box boom” has seen an increased interest. Each month, IPSY releases two Limited-Edition Mystery Bag designs that turn the packaging and bags into collectables. 

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