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To Celebrate a Decade of IPSY, Meet the Brands That Have Been With Us Since the Beginning


Happy 10th birthday to IPSY! If you’re anything like us (or every nine-year-old on the planet), you know that turning double digits is a big freaking deal. That’s 10 years of IPSY Glam Bags, millions of products sent out, and countless more product reviews every single month. We wouldn’t be here without loyal Ipsters like you and the beauty brands that have been with us from the very beginning.

To celebrate this epic milestone, we’ve rounded up the very first brands to be featured in our Glam Bags. These 40 trend-setters, taste-makers, and industry icons held spots in at least one of our very first 12 bags. A few were even featured in our very first IPSY Glam Bag back in 2011 (bonus points if you remember our myglam.com days!). Ready to take a very glamorous walk down memory lane? Keep scrolling.

1. 3LAB

3LAB is a leader in high-tech skincare. They merge beauty with science to bring consumers the latest in innovation. Their line of products produce real results that address a multitude of skin concerns, including a past Glam Bag product, the 3LAB Perfect Cleansing Foam. “One of the few cleansers that really helps with my acne,” said on Ipster.


All-Belle is well-loved by the beauty and entertainment industry in Taiwan for the realistic effect and quality of their false eyelashes. These ALL-BELLE Natural Soft Comfort False Lashes were no exception.


When a brand’s motto is “full of what’s good, free of what’s fake,” you know you’re getting the best—and that’s exactly what BAREMINERALS delivers. And deliver, they did with the BAREMINERALS Original Liquid Mineral Concealer. “I loved this, I had a perfect color and coverage wasn’t blotchy and lasted all day,” said one Ipster about this concealer.


Their goal: Accentuate what you have and make you feel as beautiful on the outside as you are on the inside. “I actually wore this for the first time this week for a photo shoot at work. It is such a beautiful color, and it stayed on all day long,” said on Ipster in their product review ofBE A BOMBSHELL COSMETICS Eyeshadow in Taj Mahal.


Founded by two sisters in San Francisco, this quirky brand puts the fun back in makeup without sacrificing any of the quality. “I absolutely love the applicator on this mascara. It is easy to apply but i still get big and long lashes,” said an Ipster of the Glam Bag fave BENEFIT COSMETICS BADgal BANG! Volumizing Mascara.


Self-confidence is key at BUXOM COSMETICS: They believe in going big, being bold, and feeling sexy (their Xtrovert™ Lifting Mascara in Xtra Black is a great place to start!). All of their products stimulate your senses and help amplify what you love most about yourself, so you can feel empowered in your skin.


From the most carefully selected ingredients, to innovative formulas, CAROL’S DAUGHTER continues to bring you products that they love and that they know perform. One Ipster fave: Monoi Repairing Split End Sealer. “Loved the product and smell,” said an Ipster. “I went out and bought the shampoo conditioner and leave in.”


This brand is all about bringing exclusive salon formulas, professional tools, and insider information to the at-home colourist, starting with the COUTURE COLOUR Pequi Oil Treatment. One Ipster left this review: “My only complaint is I wish that we could have a slightly bigger size! This oil was one of the reasons I decided to incorporate essential oils into different health and beauty routines.”


Premier Dead Sea skincare is a combination of nature and technology. Their teams of scientists and labs take all of the skin benefits from the Dead Sea's minerals, plant extracts, and liposomes to unlock all that nature has to offer.


The Demeter Fragrance Library consists of over 300 different scents inspired by everyday objects and experiences. In short, they are the olfactory version of stopping to smell the roses. They isolate and highlight the beautiful scents that surround us every day, including the jasmine in this Jasmine Perfume Oil. “I love demeter fragrances, and this one is lovely when applied veeeerrry lightly,” said one Ipster. “It can overwhelm if applied heavily, but just a hint smells almost exactly like fresh jasmine!”


Eclos skincare, which means "to bloom" in French, contains something called PhytoPlex 24, a complex of age-fighting botanicals that work in synergy with plant stem cells. “This serum is beyond amazing,” said an Ipster about the Cellular Activator Facial Serum. “I have very sensitive skin and was amazed by this product!”


For more than 40 years, FREEMAN BEAUTY has been on a mission to make nature inspired, fun, high-performing specialty beauty products accessible to the younger beauty-involved customer. Some Ipster favorites include their face masks, like the Pineapple or Goji Berry Facial Mask Sachets. “Absolutely love these masks! Great results with an amazingly low cost,” reviewed one Glam Bag recipient.

13. JANE

Jane believes that true beauty comes from giving back. They believe in banding together for the greater good, to build confidence with kindness and compassion – one gloss (like the JANE Sparkle Gloss), one blush, one mascara at a time.


The brand was founded by model Josie Maran when she discovered the amazing benefits of argan oil. Her motto? “Beauty has the power to change the world.” We obviously couldn’t agree more.


They believe in advanced beauty solutions that harness the best of certified organic ingredients to deliver clinically-validated skincare and vibrant plant-pigment makeup. “I used this scrub at night before my night time routine, and I woke up to a glowy face,” said an Ipster of the Prebiotix™ Instant Flash Facial.


Keracolor not only provides the freshly colored look every time, it also infuses keratin to the hair shaft adding strength and elasticity to your hair. All Keracolor products are enriched with a C.E.T. Complex to enhance, protect, strengthen, and hydrate all hair types.


KIEHL’s has nature-inspired, scientifically-proven formulas that are powerful yet safe and help improve overall skin quality for visibly healthier-looking skin.


Created in 2005 by an unlikely mix of editorial hairstylists and elite professors from MIT University, LIVING PROOF is haircare for the hyper educated. As a science-first brand, everything they do begins in their very own lab with the singular desire to deliver products that solve hair problems, never conceal.


Their curated collection of beauty staples (the brand was featured in our first ever Glam Bag!) is designed to fit in your everyday active life. Hand-designed by a makeup artist, who battled oily skin, Mai Couture’s Papers were created to deliver effortless glow, wearable color, subtle contour, remove excess oil, and eliminate blocked pores—empowering users to feel confident and true to themselves.


“I used this until it completely ran out,” said one Ipster of the Permanent Eyeliner Pen featured in a Glam Bag. “It was more like an ink than a liner. I liked how precise the application was with this.Short paragraph write-up for each one including product mentions and Ipster reviews.”


Born out of frustration with the quality of cosmetic brands available to salon professionals, makeup artist and salon owner Christy Thurston developed MIRABELLA in 2002 to create a total beauty experience for the salon industry. “LOVE this eyeliner,” said one Ipster about the Magic Marker Eyeliner in Very Black. “Does not smear all over the place and the thin tip makes application easy.”


All MIRENESSE skincare and makeup products are infused with the best botanical ingredients from Australia's natural wonders and the world over, plus clinically proven ingredients to create your best skin possible.


Goodbye to smudges and chipping, MISS BEAUTY is all about bringing you a perfect, pro-quality manicure in minutes with trendy nail stickers that boast nothing but bling.


Founded by dermatologist and pharmacist Dr. Howard Murad, this line makes it their mission to deliver skin wellness through high-performance technologies and formulas. “I use this every other night,” said one Ipster about the MURAD Skin Smoothing Polish she received in an IPSY Glam Bag. “I always assumed exfoliants would irritate my sensitive skin, but I love this. It has improved the appearance of my skin/pores.”


Just one of Nailtini's top-shelf, 3-free nail lacquers, available in dozens of shades, textures and finishes. Wear them alone or layered to create custom looks and effects, each one a cocktail unto itself. Cheers to beauty, and as always, apply responsibly!

26. NUME

For more than a decade, founder Sabrina Maren has been on the forefront of heat styling advancements. She chose the name NUME (pronounced like “new me”) because, "when the tools were created, and I was testing the technology on my unruly hair, the results and transformation continued to make me feel like a new me.


Beauty lovers, makeup pros, influencers, and celebs—NYX PROFESSIONAL MAKEUP (featured in our very first Glam Bag) is beloved by them all for their high-quality, affordably priced makeup. With vibrant to versatile colors, intensely-pigmented formulas, and on-trend shades, their products are go-to for your makeup kit.


The panoramic beauty of Arizona inspired PHILOSOPHY founder Cristina Carlino in a life-changing way. In 1996, as she hiked Camelback Mountain, a rainbow appeared and moved her to create the personal wellbeing company that emphasizes gratitude with simplicity and balance at its core.


This line of high-performance, multitasking skincare was created by former Power Rangers villainess (!) Jennifer Yen, who channels her passion for time-tested, Asian skincare rituals into results-driven products that are safe for sensitive skin. An Ipster go-to: Matcha Green Tea Antioxidant Priming Moisturizer. One Ipster even said: “Very nice moisturizer: smooth, absorbs quickly, and doesn’t leave my skin oily. But then again, it’s Purelisse, and I haven’t used a product I didn’t like from this brand.”


S.A.L.T.Y. Cosmetics is dedicated to producing a line of loose mineral, luxury eyeshadows, custom blended by hand. The array of colors and shades is designed to help you express your inner diva.


SHEER COVER’s soft-focus minerals are as flattering as candlelight. When light hits your skin, the minerals selectively block imperfections while reflecting back your own natural skin tone, so the beautiful you shines through.


SOHO BEAUTY has a long history as the most trusted leader in cosmetic brush design and manufacturing. “It's been three years and I still use this brush a few times a week,” said one Ipster of her brush set.


STARLET’s creamy eyeliner pencils glide on to deliver a lasting vibrant color in chocolate or black. Blend or line your lids to create your favorite glam look, whether a smoky eye or straight line wing tip.


At STUDIO GEAR, beauty is as multi-faceted and ever-changing as we are. They design their products (like this Complete Color Lipstick) to be true to you and to keep pace with your busy, active, diverse lifestyle.


TARTE (one of the few OG brands featured in our debut Glam Bag) delivers on-trend innovative products that are beloved by beauty pros and beauty lovers alike. Their SEA jelly glaze anytime lip mask in toasted coconut is a total must-try. “Love the shade and smell! Very hydrating and makes your lips look plump,” says an Ipster.


With a “beauty in five minutes” philosophy, they offer quick (and fun) fixes for all your skin and makeup needs, including the Bahama Mama bronzer. “Love this stuff, especially as a contour shade,” says an Ipster in her product review. “You can tell right away that it's a quality product. The texture is smooth and blending is easy. The product is the bomb!”


URBAN DECAY (featured in our first-ever Glam Bag) was born in Southern California in 1996 when they disrupted the industry’s sea of pink-dominated counters. Their key tenets: Cruelty-free, high-performance makeup, reinvention over perfection, inspiration with replication, and kindness over cruelty.

38. WEN

Wen is the creation of the celebrity stylist, Chaz Dean, and is the must-have hair product for stars such as Alyssa Milano. It can be used for straight, wavy, curly, color treated, or natural hair.

39. X OUT

X Out Shine Control is designed to help moisturize the skin while helping to minimize the appearance of shine, helping to create the perfect canvas to apply your makeup. It's the ideal primer to add to your daily beauty regimen as it hydrates while helping to control oil and mattifying the skin.

40. YES TO

For more than 15 years, YES TO has brought natural, clean beauty products to the masses. Created with a belief that everyone deserves high quality, good-for-you skincare at a price that won’t break the bank, they helped lead the industry by introducing a collection of fruit and veggie based products that deliver on their promises.

Want in on all the IPSY Glam Bag fun? Take our Beauty Quiz now to get started. Already an Ipster? Refer your friends to earn points, which you can use toward products. Either way, don’t forget to check us out on Instagram and Twitter @IPSY.

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About the author
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Maddie Aberman
Maddie is the senior manager of editorial at IPSY. She’s been covering beauty and wellness for more than nine years. Her work has appeared in Allure, Cosmopolitan, Popsugar, Women's Health, Good Housekeeping, and Seventeen, among other publications.
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Article Last Updated September 28, 2021 12:00 AM