What’s Trending in Beauty Right Now (According to Millions of IPSY Members)

What’s Really Driving Beauty Right Now

At IPSY, discovery isn’t just part of the journey, it is the entire journey. With 70% of members rely on IPSY to discover new products, it’s clear that how you find beauty is just as important as what you buy.

And it’s not just about trying something new, it’s about what happens next. A full 75% of members surveyed go on to purchase (or plan to purchase) products they first discovered through IPSY.

Translation? Discovery isn’t just influencing beauty—it’s driving it.

The Trends Everyone’s About to Be Talking About

So, what’s actually popping right now? These are the trends rising to the top—and trust us, you’re about to see them everywhere.

Polished Hair Is the New Default

The slick-back has officially entered its everyday era. What used to feel like a special-occasion look is now a go-to, with hair gel demand up +222% year over year. Translation: we’re not just styling—we’re maintaining.

Fragrance Is Having Its Main Character Moment

Move over, signature scent—Gen Z is building full fragrance wardrobes. Scent is becoming a form of self-expression, and it’s showing up in the data as the #1 subcategory for Gen Z.

Blush Isn’t Optional Anymore

Blush has gone from finishing touch to full-on focal point. In fact, IPSY members spent $2.1 million on blush last year—and they’re buying more than one at a time. Consider this your sign to expand your blush aresenal.

Lip Products Are Entering Their Care Era

It’s not just about color anymore. Lip care is up, driven by massive growth in plumpers, masks, and oils. Basically: if it hydrates, plumps, and does something, we’re in.

One Trend Doesn’t Fit All

If there’s one thing this year’s report makes clear, it’s this: there’s no single way to do beauty anymore.

Gen Z is all about expression—leaning into fragrance, blush, and bold definition. Millennials are keeping things balanced with skincare-first routines. And Gen X? They’re prioritizing maintenance, from hair care to treatment-focused products.

Different priorities, different routines, same end goal: finding what actually works.

Consumers Want Wellness—But They’re Overwhelmed

Wellness is everywhere right now—but that doesn’t mean it’s easy to navigate.

In fact, 66% of members say they’re interested in wellness but feel overwhelmed by the options. And 69% won’t commit to a routine without trying products first.

That’s where discovery comes in. Sampling isn’t just a perk; it’s the filter that helps you figure out what’s actually worth building into your routine.

Surprise Is the New Strategy

Remember when “mystery” felt like a gamble? Not anymore. Our members aren’t just open to surprise…they’re seeking it out. 

Turns out, when the curation is right, the unknown is kind of the best part.

So, What’s the Takeaway?

Beauty isn’t just about trends—it’s about discovery. It’s about trying something new, finding what works, and building a routine that actually feels like you.

And if you ask us? This is just the beginning.

Want the full breakdown? Dive into the 2026 IPSY Beauty Discovery Report here.