IPSY Unboxed: Your 2025 Beauty Obsessions, Unboxed

Ipsters in Our Community

What do 2025’s beauty obsessions look like at scale? Try 16+ million beauty lovers discovering, playing, reviewing, and sharing their routines with us all year long. That’s 16 million skin types, hair textures, undertones, and makeup moods. It’s also why curation is our north star. No one does beauty exactly like you, and that’s the point. More voices = more discovery = more chances to play.

Brands Featured in 2025

This year, we featured 165 buzzworthy brands across IPSY tiers, from cult favorites to “OMG, where has this been?” discoveries. It’s our way of making beauty exploration easy (and fun), whether you’re into luxury skincare, bold color stories, ingredient-driven routines, or the micro-trend of the week. Consider this your 2025 highlight reel of the brands that made your subscription feel exciting every single month.

Most Viral IPSY Moment: Team Plank Makeup Challenge

The reel that ruled 2025? The Team Plank Makeup Challenge, which racked up almost 940K likes (and counting!). In it, IPSY staffers attempt a 30-second plank over a field of open ANASTASIA BEVERLY HILLS Magic Touch Concealer wands, because nothing raises the stakes like a fresh white tank top and gravity. Arms shaking, coworkers cheering, chaos building…and yes, one poor soul collapses straight into the wands and gets splattered in tiny concealer dots. Short, unhinged, hilarious; it’s peak IPSY energy.

Favorite Beauty Trend of 2025: Fruit-Inspired Beauty

2025 was the year Ipsters went full farmer’s-market-core, embracing juicy, soft, and totally wearable fruit-inspired beauty. From cherry lips (see our cherry makeup trend guide) to strawberry-milk nails (tutorial here) and the sunkissed flush of tomato girl makeup (read the breakdown), the vibe was deliciously effortless. Pair it with an inside-out glow fueled by skin-loving ingredients from our foods-for-good-skin guide, and it’s no wonder this trend became the sweet spot of the year.

Most Popular Glam Bag: May’s Glam Bag Design

May’s Glam Bag stole the spotlight with a design you couldn’t stop talking about: think vintage-chic meets modern makeup bag. Inspired by antique handkerchiefs, French toile de Jouy, and blue-and-white china, it features a delicate floral print on natural cotton canvas and a bold blue tassel zipper pull. The colors? Elegant and timeless. The texture? Soft yet sturdy. The vibe? “I’m ready for summer, hand­me a spritz and let’s glow.” Simply put: It was a 2025 icon.

Top-Rated Product: E.L.F. SKIN Thirst Burst Drops

With a sky-high rating and glowing reviews across the board, E.L.F. SKIN Thirst Burst Drops easily earned the title of 2025’s top-rated product. Powered by hyaluronic acid, squalane, and niacinamide, this lightweight water-gel serum helps quench thirsty skin on contact, delivering a plump, dewy glow without heaviness or stickiness. Ipsters loved how quickly it absorbed, how well it layered under makeup, and how it made their skin look instantly brighter and healthier. One member raved, “It delivers a powerful boost of hydration, leaving my skin feeling plump and refreshed without any sticky residue… and the value is exceptional compared to similar high-end products.” Another couldn’t help but gush, “I adore this glowy serum! It’s hydrating, gentle, long-lasting… I don’t repurchase many products, but I did this!”

Top Choice Product: MO BEAUTY Mo-Jelly Blush + Lip Tint

The rush to add this to Choice? Unreal. MO BEAUTY Mo-Jelly Blush + Lip Tint was the breakout multitasker Ipsters simply would not build their bags without. With its bouncy gel texture, sheer-to-buildable pigment, and skin-loving formula infused with hyaluronic acid and plant-derived squalane, this tint delivers that “just-bitten, just-blushed” flush on both cheeks and lips. It melts in with fingers, blends like a dream, and flatters a wide range of skin tones. No wonder it was the top product snagged during Choice.

Members couldn’t stop raving. One said, “I’ll never use anything else! It’s perfect for dabbing on with or without additional makeup.” Another shared, “This versatile product has become a daily staple… cheeks, eyes, and lips now have a glow I didn’t know I was missing!” And the shade love? Off the charts. “It gives my skin a rosy look… blends really well with a brush after applying. Love the color,” wrote another Ipster.

Buildable, blendable, juicy, and joy-inducing—this tint earned its Top Choice crown the second Ipsters laid eyes (and cheeks, and lips) on it.

Best-Selling IPSY Edit: The Edit: NARS COSMETICS

When an IPSY Edit sells out this fast, you know a beauty moment has been made. The Edit: NARS COSMETICS was easily 2025’s crowned champion, packing six of the brand’s most iconic, artist-approved essentials into one super cute makeup bag—a $201 value that Ipsters scored for just $60. The star-studded lineup featured favorites like NARS Blush in Gina, Afterglow Lip Balm in Laguna, and The Multiple in Copacabana. It didn’t stop there: Ipsters also scored Afterglow Lip Shine in Nympho and two Total Seduction Eyeshadow Sticks. Together? A full glam squad in one Edit.

With limited quantities, an IPSY-exclusive price, and a brand that consistently delivers cult-level obsession, this Edit was destined to fly. And fly it did—straight to the top of 2025’s best-seller list. Make sure you follow us @IPSY everywhere so you don’t miss out on the next Edit drop, featuring new, in-demand products from an iconic brand!

Final Thoughts

If 2025 proved anything, it’s that Ipsters don’t just follow beauty, they shape it. You chased the trends worth trying, crowned your own hero products, and turned everyday routines into full-blown rituals. From the fruity flush era to the concealer-splat chaos of our most viral moment, this year was packed with the kind of joy and creativity that makes our Ipster community pure magic.

And 2026? We’re already feeling the glow. Expect even more ways to play, more need-it-now drops, more brands you’ve been begging us to bring in, and more moments that remind you why beauty is the best hobby out there. We can’t wait to see what you discover next.