YouTube star Michelle Phan launched online beauty shop Ipsy in 2011; now it’s benefiting from serious attention.
Phan made her name creating makeup and beauty tutorials, and has already partnered with L’Oreal and Lancôme among others. But before those major deals she had already set up her own online subscription service, Ipsy.
A monthly package of product samples goes out to its GlamBag subscribers in North America, and Ipsy says it now has 1.5 million members waiting for that personalized parcel.
"Ipsy’s goal has always been to create a community that inspires women around the world to express their own unique beauty," Phan said to weekly US magazine Variety; its success is such that the latest funding round has seen US$100m committed towards the company’s growth.
