BoxyCharm Sold to IPSY: What Happened to the Beauty Subscription Box Giant?

Ever opened your beauty subscription box and wondered why the vibe feels ... different? If you’ve been a BoxyCharm fan, you’re definitely not imagining it. BoxyCharm was bought out by IPSY a few years back, and this move totally shook things up in the beauty box scene.

The acquisition wasn’t just a minor tweak. IPSY and BoxyCharm were always competitors until 2020, when IPSY decided to swallow up the whole BoxyCharm brand. Since then, subscribers like me noticed shifts in product selection, shipping routines, and how much say you get in picking what shows up every month. If you used to build your dream box from BoxyCharm’s choices, you probably noticed some growing pains. Tons of people have questions: Who owns BoxyCharm now? Do I need two subscriptions? Are the deals better or worse?

Here's the deal—if you're deciding whether it’s worth signing up or sticking around, understanding how IPSY now manages both brands will save you a headache. Changes hit everything from box curations to how points systems work, and even whether old spoilers and customizations apply like they used to. I’ve spent hours sorting out what’s actually changed (and yes, I’ve emailed customer support more than once). Keep reading for everything you need to know, including how to get the best bang for your buck in today’s wild subscription market.

• How the BoxyCharm Sale Happened
• What Changed After IPSY’s Acquisition
• Tips for Subscribers Adjusting to the Merge
• What to Expect Next from IPSY & BoxyCharm

How the BoxyCharm Sale Happened

The whole BoxyCharm and IPSY thing isn’t just a rumor. It was official: in October 2020, IPSY announced it was acquiring BoxyCharm in a move that reshaped the BoxyCharm brand overnight. Both companies spilled the news at the same time, sharing that the deal was worth around $500 million, which is huge in the world of beauty boxes. Before the sale, you could see BoxyCharm and IPSY pitching themselves as totally different – IPSY focused on sample sizes and customized bags, while BoxyCharm made waves for sending out full-sized products in a box. The fact that the two rivals would now operate under one roof was major news, especially if you’re someone who lived for comparing their boxes each month.

If you’re wondering why this happened, it’s pretty much about power and reach. IPSY wanted to pull in BoxyCharm’s huge fanbase and its specialty for trending brands and influencer partnerships. For BoxyCharm, teaming up with IPSY meant having a lot more resources and cutting back on the crazy logistics that come with packing and shipping millions of products. The guys at IPSY said publicly this would let them offer more options—basically, more brands, better deals, and maybe more customization. But, of course, merging two big teams always brings hiccups, so longtime BoxyCharm subscribers started seeing changes the next year.

After the sale, both brands technically stayed separate on paper, but the behind-the-scenes team basically became one. If you’ve signed up or tried to cancel a subscription recently, you’ve probably noticed shared customer support and account dashboards. The point? This wasn’t just a little partnership—BoxyCharm really did become part of the IPSY family, which set the stage for all the new stuff (and complaints) that followed.

What Changed After IPSY’s Acquisition

The merger between IPSY and BoxyCharm was a huge deal for beauty box fans. You’d think not much would change, but things got pretty real once IPSY took the reins. One of the first big shifts was how the boxes themselves got put together. Instead of the old BoxyCharm style where everyone got almost the same stuff each month (just different shades), IPSY moved things closer to their personalized approach—your profile and quiz answers now have more power over what you get.

People also noticed changes with the brands featured. Before, BoxyCharm was loved for snagging full-sized, high-end products—sometimes all five items in a box blew people away. After the takeover, some subscribers felt the wow factor dropped a bit: more mid-tier brands started popping up, and a few cult favorites went missing. Shoppers definitely took to Reddit and Facebook to call this out.

Choice is another area that shifted. BoxyCharm used to offer sneak peeks and lots of control (like, you could choose up to a couple of products in your box if you acted quickly each month). Now, there are still some choices, but the former hands-on approach is more limited. Customization runs more like the IPSY Glam Bag Plus system, with a few options, but not full pick-your-box freedom.

Shipping and billing also merged under one umbrella. If you were juggling subscriptions to both brands, IPSY made it easier to manage through just one website. No more hopping between BoxyCharm and IPSY logins. They even combined some of the reward systems—your points stack together now, which makes shopping the add-ons and flash sales smoother. Here’s a quick comparison:

One thing worth mentioning: the price didn’t shoot up overnight, but there have been steady increases since IPSY took over. For example, in 2023, the BoxyCharm base box price went from $25 to $28, and now in 2025, some subscribers are paying $30 monthly. It’s not just about the price though. The whole "unboxing" energy has changed—some people are happy with more personalization, but others miss the old-school BoxyCharm "big surprise" factor.

If you’re checking reviews or deciding whether to join, pay attention to how these changes line up with what you want out of a beauty subscription. Do you love a wild grab bag, or is a box shaped around your own profile more your style?

Tips for Subscribers Adjusting to the Merge

When IPSY bought out BoxyCharm, a lot of us wondered if our monthly routines would turn into a mess. If you’re making your way through the new system, these tips will keep things simpler and maybe even help you save a few bucks.

• BoxyCharm and IPSY subscriptions now run through the same parent company, but they kept different “personalization” profiles. Update your quiz on both BoxyCharm and IPSY to steer product picks your way—don’t count on info sharing!
• If you had both boxes before the merge, check your billing and shipping dates. IPSY streamlined accounts, so now you may notice both fees hitting your card on the same day. Don’t get caught by surprise on your bank statement.
• The points, credits, and add-on perks look really similar between the two, but they aren’t always interchangeable. You’ll need to redeem BoxyCharm rewards in the BoxyCharm shop and IPSY rewards in the IPSY shop.
• Shipping timelines shifted after the buyout. Both boxes generally ship between the 5th and 15th each month, but IPSY boxes can go out a few days earlier than BoxyCharm. If tracking info seems missing, give it a few days—delays became more common during the merge.
• If something’s missing or broken, BoxyCharm customer service is now managed by IPSY’s team. The support page, automated responses, and contact emails all changed. Snap pics of damaged items and message them fast, since they often ask for proof within 14 days of delivery.
• Watch for merged email promos. The deals may look double (especially BOGO sales or sneak peeks), but read the fine print—some codes only work on one box or the other.

For parents like me, a more predictable box schedule helps if you use beauty subscriptions for gifting. And if your teen or college kid is sharing your account (hello, Quinton steals my setting spray), updating their product likes can make everyone happier.

What to Expect Next from IPSY & BoxyCharm

If you’re subscribed to either service, you’ve probably seen plenty of rumors about what’s next after the BoxyCharm buyout. IPSY hasn’t been hiding its plans: they want to blend the best parts of both worlds, but some changes are bound to surprise even the OG subscribers.

The merged subscription platform came with its own bundle of changes. As of February 2024, IPSY and BoxyCharm operate under one site, and everything runs through IPSY’s system. So if you’re looking for separate logins or two totally independent box experiences, those days are over. Now, you can choose between the “BoxyCharm by IPSY” (with 5 full-sized items every month) or the classic IPSY Glam Bag (with deluxe samples).

Let’s get into what’s actually new and what’s likely around the corner:

• Choice and Customization: Subscribers get more say with product picks, but you need to be quick. Personalization has ramped up. If your profile is up to date, the algorithms are getting smarter at matching stuff you’ll actually use.
• Brands and Products: IPSY brought in some big names. The latest boxes have featured cult faves like Fenty Beauty, Tarte, and Natasha Denona—brands that used to be rare treats in subscription boxes.
• Shipping and Customer Service: Both are now fully under IPSY’s umbrella, so the tracking, returns, and support processes are more streamlined—but it also means fewer excuses if things go wrong.
• Add-Ons and Flash Sales: The sales are held together in one place. There are bundle options and surprise drops each month. It’s easier to shop, but also easier to overspend (don't ask me how I know).

Here’s a quick look at how things are shaping up post-merge, by the numbers:

Looking ahead, insiders say IPSY is planning to roll out more limited edition collabs (think special influencer boxes with early access for longtime members). They also keep teasing new benefits for people who stick around six months or longer. So if you’re thinking about cancelling, you might want to wait and see what kind of perks drop by summer 2025.

The short version: the game is definitely changing, boxes focus on more personalization, and the product variety is way up. If you love getting surprise beauty, skin, and hair goodies at home, this combo box era is pretty exciting—just keep an eye on your subscription settings so you don’t get caught off guard by price hikes or new policies.