Beauty subscription service IPSY has teamed up with Anastasia Soare, CEO of Anastasia Beauty, to launch the Icon Box by Anastasia Beverly Hills. 

 

Soare, known in the beauty industry for pioneering the Golden Ratio to sculp the perfect eyebrows, is bringing her legacy of breakthrough techniques to her curated Icon Box experience, showing IPSY members how to define their brows and individualize their glam.

 

“This year has been full of milestones, including the 25th anniversary of Anastasia Beverly Hills and now this Icon Box collection,” said Soare. “As I look back at the past two-and-a-half decades—the highlights, the struggles, the pinch-me moments—I feel incredibly proud of what I've accomplished, and my Icon Box serves as a celebration of those achievements. I am thrilled to give IPSY members a private invitation to experience my most-trusted beauty products and brands through this curated collection. I built my brand on individuality—now it is time for you to embrace yours. With this collection, I hope you will discover what works best for you and how to enhance your unique features, because that is the signature of a true icon!”

Available by subscription only, Icon Box is a quarterly upgrade offered exclusively to Glam Bag and BoxyCharm members. A limited-edition quarterly treat, each celebrity-curated collection includes insider access to eight coveted products— worth up to $350— for $58. In addition to featuring products from Anastasia Beverly Hills, this curated collection also includes JLO Beauty, Glow Recipe, Aveda and Ren Clean Skincare.

 

“Appointing Anastasia as our first curator of the new Icon Box was an obvious choice,” said Kristy Westrup, senior vice president of merchandising at IPSY. “Since we first partnered with the brand in 2020, our relationship has only continued to grow and scale with nearly the entire range of Anastasia Beverly Hills products across IPSY and BoxyCharm. On average, Anastasia Beverly Hills products receive 4.5 out of 5 heart ratings when our members receive them in their monthly shipments, so we knew how excited they would be for Anastasia to curate her own collection,” Also, as an advocate for self-expression and individuality, Anastasia believes there is no one-size-fits-all approach to beauty, a mentality we share at IPSY.”

 

IPSY members will receive eight, full-size products: five hand-selected by Anastasia and three chosen by the member from a personalized assortment via IPSY's proprietary AI technology, IPSY Match. This curated experience gives members and Anastasia Beverly Hills fans what marketers call an “unmatched level of choice and control” over the products they will receive and discover. 

 

The Icon Box curated by Anastasia Beverly Hills will drop on May 1, and members can reserve their spots for this limited-edition run at IPSY.