IPSY Polled Millions of Women. Here's What's Really Running Beauty Right Now.
IPSY's annual report just dropped — and the data confirms what your routine has been saying all along.
IPSY just released its second annual Beauty Discovery Report, and the findings read less like industry data and more like a conversation you've already been having with your mirror. The takeaway? Discovery isn't a bonus feature of beauty shopping anymore — it's the whole engine.
"Beauty trends today aren't defined by novelty alone, but by discovery that drives conversion and endures."
— Kristy Westrup, Chief Merchandising Officer, IPSYSo what's holding up? Here's what the data says is really running the game right now.
Lip Care Graduated. It's Not Just Color Anymore.
The lip product of 2026 doesn't just look good — it works. Plumpers, oils, and overnight masks are leading the category, with consumers chasing hydration and volume alongside payoff. The lip gloss era gave us the glow. The lip care era wants to keep it. If your current lip lineup doesn't include at least one treatment product, your routine is behind.
Gen Z Built a Fragrance Wardrobe. The Rest of Us Are Catching Up.
Scent is the number-one beauty subcategory for Gen Z — and they're not picking a signature and calling it a day. They're layering, rotating, and using fragrance as outfit-level self-expression. The report confirms what nose-first beauty fans have known for a minute: one scent is a statement, but a wardrobe is a whole identity.
Blush Isn't a Finishing Touch Anymore — It's the Face.
IPSY members collectively spent $2.1 million on blush last year. That's not a category — that's a movement. As bronzer and contour take a breath, blush is stepping into the spotlight: softer, more expressive, and collected in multiples. Rare Beauty took home Best Blush at the 2026 Ipsies. If your cheek drawer doesn't have options right now, it's time.
The Slick-Back Is Officially Infrastructure.
Gel demand is up 222% year over year. The slick-back went from editorial to everyday — and there are no signs of it going back. Polished hair isn't a look for the occasion anymore. For a growing number of women, it's just Tuesday.
The part nobody's talking about: wellness fatigue is real.
of members say they're interested in wellness products — but feel overwhelmed by the options.
won't commit to a routine without trying products first. Sampling is no longer a perk — it's the standard.
The wellness boom created a crowded, confusing landscape — and women are responding by demanding to try before they invest. We don't buy blind anymore.
The bigger picture here isn't any one trend. It's the posture. Women aren't consuming beauty passively — they're curating it. The algorithm doesn't get the final say. The skin does. The feel does. The routine does.
Discovery is the power move. And it looks like it always has: like someone who knows exactly what works for her — because she took the time to find out.
Sources: IPSY 2026 Beauty Discovery Report & The Ipsies: 2026 Beauty Awards
