Ipsy Launching Icon Box by Anastasia Beverly Hills

Mar 21st, 2023

Jacquelyn Mueller, associate editor, Global Cosmetic Industry

Each box includes products worth up to $350 for $58.

Ipsy is launching the Icon Box, a limited-edition quarterly upgrade featuring eight celebrity-curated items, with Anastasia Soare, CEO and founder of Anastasia Beverly Hills, as the first curator.

Each member will receive eight full size products: five hand-selected by Soare and three chosen by the member from a personalized assortment via Ipsy's proprietary AI technology, Ipsy Match.

The curated collection also includes brands like Jlo Beauty, Glow Recipe, Aveda and Ren Clean Skincare.

Each box includes products worth up to $350 for $58.

The Icon Box by Anastasia Beverly Hills launches May 1, 2023.

Soare said, "This year has been full of milestones, including the 25th anniversary of Anastasia Beverly Hills and now this Icon Box collection. As I look back at the past two-and-a-half decades—the highlights, the struggles, the pinch-me moments—I feel incredibly proud of what I've accomplished, and my Icon Box serves as a celebration of those achievements. I am thrilled to give Ipsy members a private invitation to experience my most-trusted beauty products and brands through this curated collection. I built my brand on individuality—now it is time for you to embrace yours. With this collection, I hope you will discover what works best for you and how to enhance your unique features, because that is the signature of a true icon."

Kristy Westrup, senior vice president of merchandising at Ipsy, said, "Appointing Anastasia as our first curator of the new Icon Box was an obvious choice. Since we first partnered with the brand in 2020, our relationship has only continued to grow and scale with nearly the entire range of Anastasia Beverly Hills products across Ipsy and BoxyCharm. On average, Anastasia Beverly Hills products receive 4.5 out of 5 heart ratings when our members receive them in their monthly shipments, so we knew how excited they would be for Anastasia to curate her own collection. Also, as an advocate for self-expression and individuality, Anastasia believes there is no one-size-fits-all approach to beauty, a mentality we share at Ipsy."