Ipsy Launching Its Own Beauty Brands
Ipsy’s business-model diversification continues. The company is set to launch its first brand, Complex Culture, on Nov. 15. The line has eight vegan, cruelty-free makeup brushes with names that aim to take confusion out of the process, like “angled foundation,” “precision concealer” and “allover shadow.” They have biodegradable handles and syn-tech bristles. The line also includes two makeup bags. “It’s something almost silly in a sense, that a lot of brush companies assume that you know what to do with brushes and so we would be sending our members brushes and they would be like, ‘What do I do with this?’ ‘What should I use it for?’ ‘What shouldn’t I use it for?'” said Ipsy chief executive officer Marcelo Camberos. “There are a lot of people who are really confused…something as simple as putting what the brush is for on the handle, we found would really change the experience.” Complex Culture is the first brand out of Ipsy Labs, a new unit that Ipsy is using to find white spaces and build its own brands. The debut of Complex Culture follows Ipsy’s move into shopping, which happened in 2017. The company originally started out by selling monthly Glam Bags full of beauty products from
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