The what? Cosmetics subscription service Ipsy is continuing to diversify its business model with the launch of its own-brand beauty line Complex Culture.
The details The range includes eight vegan, cruelty-free make-up brushes with names such as precision concealer and allover shadow – aimed at making make-up application hassle free.
Ipsy Chief Executive Officer Marcelo Camberos said of the
launch, “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?
“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.”
It is the first brand out of the newly created Ipsy Labs, which aims to find white spaces and launch own lines. The company will develop further new brands next year, as well as extend the Complex Culture range.
The why? The new range highlights Ipsy’s ongoing intention to diversify and expand its business model to tap into new areas. The company is set to use data from its existing business operations, such as 160 million product reviews, in order to better understand what consumer needs.
Camberos said, “We have a plethora of data so specific for each member, and then tying that with all the reviews we can see where there’s white space and where there’s a need that’s not able to be met through third-party brands. When we see a clear need through all the data that we have, that is not being met very well or where we need to be able to move more quickly in order to personalize better, that’s where we see Ipsy Labs and the brand we’re creating fitting in.”