Key Takeaways:
- Makeup artist-founded brands now lead IPSY’s top five, outperforming celebrity lines in popularity among Gen Z and Millennials, according to the 2025 Beauty Discovery Report.
- Gen Z is shifting focus from fragrances to lip products, with lip gloss becoming their #3 priority, indicating a significant change in beauty routines.
- Serums and moisturizers have overtaken foundations in popularity, reflecting a trend towards skincare-focused beauty routines.
Fame may grab attention, but this year, trust is what drives the sale.
IPSY released its first-ever 2025 Beauty Discovery Report, revealing that younger consumers prefer expertise-driven beauty brands over star-powered ones.
Developed in-house with support from creative communications firm Small Girls PR, it shows how makeup routines and brand loyalties are evolving, especially among Gen Z.
The report is based on insights from IPSY’s community of over 20 million users and more than 200 million product reviews and purchasing patterns from one of the largest beauty memberships in the world.
Unveiled at The Ipsies: 2025 Beauty Awards in Los Angeles, it draws a line between what’s fading and what’s dominating the consumer conversation.
According to IPSY, three of the five most popular brands among its members are led by professional makeup artists (MUA).
These three MUA brands outperformed several high-profile celebrity labels:
- Anastasia Beverly Hills (ABH)
- Danessa Myricks Beauty
- Formula Z by Zach Dishinger
Renowned makeup artist Charlotte Tilbury’s foundation also earned accolades, further underlining the trend.
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IPSY Chief Merchandising Officer Kristy Westrup shared with DesignRush the goal of developing the Beauty Discovery Report:
"No one samples beauty at IPSY's scale, and the feedback that we collect from members is a true indicator of where the market is heading."
"Tapping into the shopping behaviors of Gen Z and Millennial audiences, we were able to spotlight the brands, products, and trends making the biggest impact in the marketplace right now.
The report is designed to spark curiosity, invite exploration, and reaffirm IPSY’s mission to create a platform for beauty discovery, where exploration never stops.”
I find this shift refreshing, with the internet being flooded with influencer and celebrity product lines.
It's validating to see consumers reward brands that are built by artists who’ve spent years perfecting their craft.
The Great Glow Reset
Aside from brand power, product priorities are also changing.
Serums and moisturizers now outrank foundation for both Gen Z and Millennials, a result IPSY attributes to a growing interest in skincare-first routines.
The data shows that many consumers no longer view complexion products as the base of their beauty regimen but as secondary to hydration and treatment.
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Lip glosses are seeing renewed attention, with Fenty Beauty by Rihanna’s Gloss Bomb named Best Lip Product. They now rank third in priority for Gen Z users, overtaking fragrance.
IPSY’s data also confirms that the youngest consumers are finding more value in products that offer versatility and immediate results, like a high-shine lip.
What really caught my attention, though, was the emergence of maximalism in beauty palettes.
Cities like Chicago, Miami, and San Antonio are inspiring more expressive, vibrant makeup trends, influenced by their thriving design and art scenes.
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It's an interesting crossover, and one I think brands and beauty marketing agencies should be watching closely.
It speaks to the growing appetite for creativity that’s not just trendy, but rooted in local culture.
The awards night mirrored the platform’s insights. Winners included:
- Byroe’s Hydrangea Tea Intensive Hydration Serum
- First Aid Beauty’s Ultra Repair Cream
- Commodity’s Juice Expressive scent
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While Tarte earned the title of Member-Favorite Brand, it’s the MUA-driven labels that drew the most industry attention this year.
This trend emphasizes the importance of authenticity and professional expertise in product development and marketing strategies.
Meanwhile, IPSY recently partnered with Raising Cane's and Cardi B for a hilarious April Fool's Day stunt.
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