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FYI – Ipsy Acquired BoxyCharm + New Subscription Coming Soon!

ByMSAOct 30, 2020 | 130 comments

4 overall rating
1872 Ratings | 359 Reviews

FYI – Ipsy has acquired BoxyCharm! 


  • BoxyCharm and Ipsy will continue to operate as separate subscriptions
  • Beauty For All Industries also announced it will be launching a personal care subscription called Refreshments

More from Yahoo Finance:

IPSY, the world’s largest beauty sampling service, today announced it is acquiring BoxyCharm, the largest provider of full-size beauty product subscriptions, to form BFA (Beauty For All) Industries. Together, BFAI has a global community of more than 30 million beauty enthusiasts, and is on track to exceed $1B in annual revenue this year.

“We are thrilled to add BoxyCharm to BFAI, complementing the IPSY offering and strengthening our position in the personalized beauty ecosystem,” said Marcelo Camberos, co-founder and CEO of IPSY, and newly appointed CEO of BFAI. “Both brands share a commitment to celebrating diversity and enabling inclusion through beauty, which our world needs more than ever today. Joe has built an amazing business and an avid community of beauty enthusiasts. BoxyCharm has always pushed us to be better and now that we’re under one roof, we’re looking forward to growing and innovating together.”

Under Camberos’ leadership, BoxyCharm will continue to be led by its founder Joe Martin, who will join the BFAI board and become a co-founder alongside Camberos and BFAI Chairwoman and co-founder, Jennifer Goldfarb. “2020 has only increased the appetite for the convenience of delivery, the joy of discovery and the appreciation for self-expression,” said Martin. “Joining BFAI is a great culture fit and provides an exciting opportunity to learn from each other, share best practices and apply operating efficiencies that will provide an even better shopping experience for our existing and new customers.”

BoxyCharm will operate alongside IPSY and its brand incubator Madeby Collective under the newly formed umbrella organization, BFAI. Earlier this year, Madeby Collective launched with its first of many direct-to-consumer brands, including ITEM Beauty, co-founded by Addison Rae, the second largest TikToker worldwide, and Complex Culture, a SELF Healthy Beauty Award winner.

Later this year, BFAI is launching its long-planned personal care subscription, Refreshments, to provide extra fun, extra clean essentials that jazz up every day routines. The initial offering will include face wipes, hand cream, body cream and body wash, with a broadened assortment launching in 2021 and beyond. IPSY president Fernando Madeira will expand his role to include overseeing Refreshments, which will be managed day-to-day by Sabeen Mian, SVP of Refreshments.

With the addition of BoxyCharm, BFAI will double down on its strategy for innovation and expansion, which is focused on four pillars:

● Personalization: Delivering a highly personalized experience, leveraging +180M beauty reviews and millions of member data points enhanced by machine learning

● Merchandising Innovation: Partnering with coveted third party brands that delight and meet community needs and developing high quality products in six months or less utilizing proprietary member data

● Community Engagement: Creating original content and amplifying creator content to engage a highly passionate community with +20M social engagements

● Team & Infrastructure: Investing in best-in-class leadership and the sharing of corporate services, including technology, operations, finance, analytics, customer service and more

IPSY and BoxyCharm will continue to operate as independent brands, and Madeby Collective will continue to be a vehicle for incubating new creator-led beauty brands. IPSY has spent the last nine years thoughtfully building a platform designed to make beauty more welcoming through highly personalized and innovative products. Members, brands and collaborators have repeatedly responded with enthusiasm and engagement, resulting in a powerful and passionate community that becomes even stronger with BoxyCharm and Refreshments.

Are you an Ipsy or BoxyCharm subscriber? How do you feel about this news and what do you hope to see in the future from these subs? Are you excited about the new subscription Refreshments? 

Ipsy Subscription

Image from our review.

If you are new to Ipsy:

If you are new to BoxyCharm:

  • BoxyCharm is a $25 a month full-size beauty and makeup subscription box. Check out our BoxyCharm spoilers and reviews to learn more!
  • BoxyCharm Premium is $35 a month. Check out the reviews here and spoilers to learn more about this subscription.
  • BoxyLuxe is a once-a-quarter upgrade option you can add to your existing $25-a-month BoxyCharm subscription. So for an additional $24.99, you’ll get the Luxe items quarterly for a total for $49.99. Check out the spoilers and reviews to learn more.
IPSY Glam Bag ($13 per month) is one of the most popular and affordable subscriptions around, and our readers have selected it as one of the top beauty boxes for the last 5 years running! IPSY Glam Bag connects members with five makeup, skincare, hair care, and other beauty samples each month, plus ... read more.
At My Subscription Addiction, we believe in better living through subscriptions. We help readers discover new and exciting products and services that will help deliver the best version of their lives.

At My Subscription Addiction, we believe in better living through subscriptions. We help readers discover new and exciting products and services that will help deliver the best version of their lives.
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It’s funny because all of the complaints people are saying about Ipsy are exactly my complaints about boxycharm!
I’ve LOVED my Ipsy Glam Bag Plus premium subscription. Might get a dud item, but overall, my boxes have been great. They’ve been packaged great, items are great, not expired, and if I’ve had issues, their CS has been SO amazing and has gone above and beyond!
can’t say the same about Boxy. I get base and premium and maybe cancelling after December. Too many dud boxes, not enough notice about add-ons, pop-ups, and customization! I’ve had orders in the Pop-up take MONTHS to get to me and CS doesn’t respond until I send ~3-4 emails and then they don’t refund me. The Pop-up is my favorite part of the subscription honestly. That’s about it. the reward system for both is a joke, though. It’s Sephora-level lol.
I’m interested to see what the merger offers.
Maybe Boxy will let me cancel my base box so I can just do premium FINALLY?!

Grace J Mock

I’m not happy with this news. I started with boxy about 3 years ago and now get the base, premium, and luxe boxes. I love the brands, the full sizes, and the variety. I subbed to ipsy glam bag plus after it came out due to a no waitlist offer. I would say I got it for like 6 months before I cancelled. I did find 2 or 3 indie brands that I never heard of that were awesome, but besides that I was getting drug store quality items. I can go buy nyx items at walmart, I want the expensive items that I was promised, and a variety of items. 3 months in a row I received blush palettes, 2 different ones from nyx and one from the balm. I also got elf eyelashes. They are 3 bucks in the drugstore for a variety pack. So I really hope that this does not mean the end for my favorite sub box now that ipsy has acquired them. It was the only way I could afford some of the high quality prestige brands of makeup and skincare that have become staples in my daily routine. My skin loves it and it makes me feel good that I am taking care of myself. It has improved my self esteem, and I am lucky that I was blessed with good Gene’s and good skin, but at 45 some of the fine lines and wrinkles are just starting to show so I make sure I pay special attention to those areas, and the better skincare items that I got in boxy has helped alot. So much so that w hff en my bottle was empty I crimped and saved to order it from sephora because it was that good. Keeping my fingers crossed.


I think the body basics box there calling Refreshments is a great idea since so many people are staying home, working from home, maybe but wearing makeup so much. So, something to go along with our pajama pants lifestyles and self pampering is a good idea. I like the name, too. I know I’m the only one.

But I do not at all like the merger. I like that the boxes are different. I get them both, the bottom two tiers of each. I also IMMENSELY dislike moving mute towards house brands and “creator” brands. I want to try the brands I see at the stores. I don’t want direct to consumer stuff for makeup. I don’t mind it for razors or that kind of thing where the brand doesn’t matter to me, but not for makeup. I’d rather switch to buying affordable k brands and NYX then let my subscription boxes turn into random boxes of house brand Chinese made whatever. And I’ve been subscribing to these things since ipsy glam bag was only a few months old.


Such a bad business move for Boxy. Ipsy is a horrible service. Everytime I ordered from them I got broken products, leaking, nasty stuff that looked like it was 10 years old, horrible packaging that always had something sticky on it and bags were always dirty. Not to mention they always slip in a drugstore product claiming its more expensive than it is. Awful, so disappointed because I love Boxy but I do not want to ever give my money to Ipsy again.


Oh this is bad news, monopoly in business is always bad for customers


I liked Ipsy because I found a few indie brands that I liked. I’ve been with ipsy for a few years and they have changed a lot and I’ve never experienced shipping issues.The crappy options that I saw tonight for my November bag is the last straw. I’m at a loss right now because I don’t know where, other than ipsy, to find these indie options.




What’s causebox? I’m assuming you subscribe to them. If it wasn’t for Ipsy, I would have never known about cake beauty, wander beauty, purliss, nomad, and a few other vegan and cruelty free brands. Because of Ipsy I’m also a fan of some of Sunday Riley products. I’m over Ipsy though; they’ve changed. I keep getting the same items. Also, the quality and options are horrible now.


This is horrible. I love boxy for there full size name brands. You hardly ever get that with Ipsy there no name brands, scared to use because what kind of dollar store crap are you giving me to put on my face. The only reason I get Ipsy is for the makeup bags mostly anything that I get that’s not name brand I throw in the trash or give away. This horrible horrible news.


I agree. I don’t live near a sephora or makeup store and I want to try high end recognized brands that if they work for me, I will go invest in the product again or opt to buy different stuff from their brand. I dont feel like ipsy sends quality and if they do, its few and far between.


A lot of us feel vice versa.

Stephie G

Since Ipsy went downhill with new ownership, I’m not looking forward to this.


SAME! My heart dropped but thinking my Pocket Book might get Lighter! I’ve Had Nothing but Great ExperienceS w/Boxycharm. They see WHERE they Needed Improvement & Quick to Make them! IPSY on other hand, Gets Defensive & RUDE when you point out “Last 2 Ipsy Plus Lost @ Greensboro, NC Hub & Now here’s My 3Rd.. Every time they Reminded me “COVID..Give 15 Days from Shipping” Did they Seriously Just Give me an Old Excuse for “1” Major Issue Easily Fixed?! “1” Pkg got lost @ SAME HUB w/ Boxycharm Add-On.. Contacted Boxycharm & was on my Doorstep NEXT Day! They Contacted USPS & threatened to Tap ‘Insured to VALUE’ Insurance & it was Found!! Not one more Pkg from Boxycharm has Came through that HUB as Now theyve used FED EX! IPSY has Not honored & Paid Bsck on my LOST (but sitting in Raleigh, NC Hub last) they Keep giving me DIFFERENT Answers & Different Customer Service Reps EVERY time I’ve Emailed. I’m glad they SEEM to be Saying “Operating Seperately” But IF that’s the Case WHY did they Pay Boxycharm Millions?!


To buy out their biggest competitors and run it into the ground like they did with ipsy….years ago ipsy used to be amazing…these days and especially the past 3/4 months has been nothing but glitches on their end over and over, issues with envelopes vs boxes (which I’m sure they will switch boxy to crappy envelopes too so everything can get smashed and also they will stop offering things that fit inside the envelope so you will be offered junk for add ons and maybe 1 good item if you’re lucky..the rest be be tiny 3 dollar add ons


Face wipes? Oh my. Maybe someone ought to alert them that 2005 was 15 years ago…


so the merger is creating a new sub box but both ipsy and boxy are continuing with their own, separate boxes? Interesting. Will wait to see how this all shakes out.


Just so I understand: merger is creating a new sub box but both ipsy and boxy are continuing with their own, separate boxes? Interesting. Will wait to see how this all shakes out.

tammy g.

this is going to be hard…i’ve started cancelling my ispy’s…and getting more boxycharm..they did have the best items…prices, products…well, i guess we will all see how this goes down..


I’m thinking of doing the same thing but I’m not that into makeup. I think I’m going to continue to cancel my ipsy’s and wait to see what shakes out. I’m hoping the base boxycharm will start allowing three choice picks like GBP does now, if so I would switch.


“Refreshments” is a horrible name for a skin care/beauty box thing. IMO

Kate M

@Ash, I was thinking the same thing about the name “Refreshments” and I was already confused when it said that Ipsy’s current president will “expand his role to include overseeing Refreshments…” I honestly forgot it was the new company/box name and thought ‘wow he is going to manage BFAI’s daily refreshments/food/company cafeteria with the growing number of employees?!’ What a strange role to take on as Ipsy’s President, HaHa! Then I realized I had skimmed over the new Box’s name. Although I DID NOT miss that “Refreshments” is starting with face wipes, hand cream, body cream, and shower gel. Those are the very items I have marked as “RARELY” on my personalization quiz…no thank you =(

I currently have each level of both Ipsy and BoxyCharm. I may start saving extra money each month! My guess is they will try to keep each subscription with their own current identities and just function under the large umbrella thus benefiting from the positive business opportunities acting as one of the largest Subscription Brands around. I noticed ITEM Beauty stared in a recent months bag, and I see Complex Culture in November. Maybe Ipsy will become the subscription service featuring more collaborations and beauty “Influencers” and producing those products. Then BoxyCharm will focus on big brands and keep doing what they are doing? If they copy one another they will get some subscribers dropping Ipsy and keeping BoxyCharm and vice versa. It would be pointless joining together as business would not really grow.

I wonder if COVID is really causing supply issues and this is a method to produce items (such as Refreshment face wipes, hand/body lotions, and shower gel, haha) thus increasing revenue? I don’t know…sorry I went off on a tangent, lol!


Competition is good. It makes for better boxes and the need to do better. That being said, makes me wonder what the future will bring with each one being operated separately. 2020 has been the worse. Hurricane the other day, direct hit and now my favorite present to myself each month has taken a hit too. What about charms etc? I guess they made him an offer he couldn’t refuse.


Mary, we had direct hit from Zeta, too. We must be ‘neighbors’!


I’m scared of what this means for my Boxy. Despite not really customizing, Boxy still managed to give me amazing variations that were much MUCH better than my “customized” Ipsy bags. I review absolutely everything, but it doesn’t matter. If Boxy uses Ipsy’s customization software, I’ll be getting a billion black eyeliners, bronzers, and of course Wander Beauty mascaras.
No, Boxy! I love you!


Well with the news of boxycharm and Ipsy merging, hopefully we’ll have better customer service because boxycharm has simply gone downhill in the last year-and-a-half what their customer service takes days to hear back from them then takes about 93 emails to get a replacement package. I’ve always preferred Ipsy because I’ve never had any issues with their customer service they also have better personalization very nice products and I am glad for the merge cuz I am over boxycharm in so many ways it’s not even funny Ipsy I’m down with they’ve never done me wrong we’re on the other hand boxycharm has been disappointment after disappointment for the last year-and-a-half so thank God hopefully some professional customer service people will be added. Cuz boxycharm has nothing of the sort long delays for replies broken products missing products etc etc.


Same! I love boxy’s products but their customer service was so poor compared to ipsy I ended my subscription. Ipsy has helped me with every problem I’ve ever had.

Heres to hoping this improves boxy’s customer service!!

Alysia M Rush

Seriously, first Sean Connery died, and now this, I am not happy with how the day is starting, Im going to go gain 10 lbs of candy now!

Janice Mitchell

Goodbye to good BoxyCharm boxes. Ipsy is great with the glam bag and samples but their bigger boxes are terrible. I hate to see this. I’ve enjoyed BoxyCharm for years. I see many cancellations in Boxy’s future.


I completely agree with you! I cancelled Ispy a couple years ago because their boxes weren’t on par with Boxy IMHO.


Same as the general sentiment around here. Not pleased to hear about this aquisition for a multitudue or reasons.


Boxy has much better brands, better prices in pop-ups. I cancelled Ipsy long ago and there’s never been a review that has made me want to resubscribe. If boxy starts to turn into ipsy, I’m just gonna have to peace out, it was good while it lasted lol


I have been a Charmer since 2016 and I just joined Ipsy this year. I love Luxe and have not been very excited about my standard sub box lately (since April) so I thought I would try Premium…I only got 3 boxes, everyone was messed up in some way-items missing, broken items, etc and Customer Service was AWFUL! I was so disappointed as Boxy had been my #1 box. The Ipsy bags I’ve gotten have been great, on time, everything as ordered. I cancelled Premium and added Ipsy glam bag plus and I LOVE IT. I get to pick 3 full size items, and they pick 2, it’s $25/mo and I have gotten 111skin, Sunday Riley, Luxie brush sets, Benefit, Dominique Cosmetic, Huda, Laura Mercier, Tatcha-full size, Perricone MD, and many other great products.
I never thought I would choose an Ipsy sub over Boxycharm but I have to say Glam Bag Plus has been winning with my boxes since June.

I hope this merger goes well and both subs keep their overall individuality.


I’ve never gotten anything broken from boxycharm, every add-on arrived safely and on time except for one premium box that came towards the end of the month, but it’s understandable because of covid. When I had ipsy, I was always missing an item and just too many no-name skincare brands that I didn’t feel safe putting on my face.


True to that.


It seems my reaction to this news is quite different. My first thought was, yay! A new sub for me to try out!! 😂 I wonder if there will be a promo code to join and if so when they will start taking members!

It didn’t even cross my mind what this would do to our boxy and Ipsy subscriptions! 🤦‍♀️ Silly me lol


I left Ipsy because of the miniature sizes of subpar product. This news is depressing. Joe has an amazing business with Boxy and now with Ipsy having digs into it, I think they will crappify our boxes. Very very disappointed. I hope I’m wrong


Would’ve been nice to get some credit for telling the website about this.


Did it ever occur to you that other people informed MSA about the acquisition?! Perhaps even before you?! 🙄


I don’t know, I liked them operating as competitors. Innovative box offers and prices. Now that they are under the same ownership, I’m worried they’ll just raise the prices because they don’t have any major competition to worry about. Dang


I am interested to see how this plays out. I cancelled Boxy over 2 years ago, due to them not using profiles, its all absolutely random. I wasn’t using most of what I received. When they started trying to let people pick 1 item, they rarely sent the correct thing. (I do still follow them and the reviews)
I’ve had Ipsy for several years, never cancelled. Boxy needs help with their CS, hopefully Ipsy can fix that and, at least, get them to use profiles. I’ll just keep watching this for awhile to see what changes are made.

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Our reviewers research, test, and recommend the best subscriptions and products independently; click to learn more about our editorial guidelines. We may receive commissions on purchases made through links on our site.