Ipsy’s ‘The Next 10’ Challenge Seeks Next-Gen Creators

Beauty subscription business Ipsy, which is marking its tenth anniversary, has announced The Next 10, a social media challenge to discover the next generation of creators who it says are breaking barriers, dismantling beauty norms,and inspiring self-expression. 
 
The brand, which is part of BFA (Beauty For All) Industries, will award “The Next 10” Creators with paid creator contracts and fully expensed trips to New York City, where they will be spotlighted at its celebratory Ipsy Live flagship event in October where one grand prize winner will be awarded an additional $30,000 cash bonus. 
 
“We are so excited to roll out The Next 10 Challenge” said Lani Kuramoto, VP marketing of IPSY. “Creators have been integral to Ipsy from the very beginning, and we have continued to pave the way as a creator-led brand, building a passionate community of millions of beauty enthusiasts around the world. With this challenge, we wanted to leverage our platform to give the creators exposure and visibility, and to empower our community to play an active role in selecting the creators that will serve them educational and inspirational content next year—and beyond.”
 
The brand is accepting submissions to its initial casting call through July 30, after which the top 20 entrants will be selected by a brand panel. The 20 semi-finalists will then compete in four social challenges hosted by Tabria Majors and Christen Dominique in August and September. The top 10 finalists will be selected by the IPSY's expansive community on IPSY's social media channels and are selected based on creativity and social media engagement.

The beauty brand has seen past success with influencer projects like the Glam Bag, as reported in Happi.