Imagine opening a parcel of beauty products every month, hoping it’ll feel like Christmas, but instead finding a lipstick shade that clashes with your skin tone, or moisturizer for dry skin when you’re oily. That’s the gamble when your subscription box promises custom curation—like IPSY does. IPSY's claim has always been that you get a bag tailored "just for you." But how personal is it, really? Are they sending you products based on your actual profile, or are you getting the same thing as everyone else with minor tweaks? If you’ve ever stared at your new IPSY bag and wondered if an algorithm or a real human even glanced at your beauty quiz, you’re definitely not alone.
How IPSY’s Personalization Actually Works
Let’s peel back the curtain and look at the process. IPSY hands you a beauty quiz when you first sign up, asking about your skin tone, hair color, favorite makeup items, and even your comfort zone when it comes to glitters and bold colors. You can pick whether you want mostly skincare, makeup, hair stuff, or a mix. But here’s the thing: that quiz builds a basic profile, which then feeds into IPSY’s matching algorithm. Whenever a batch of new products lands in the IPSY warehouse (and we’re talking thousands), their system sets about matching these with customer profiles. According to a 2024 IPSY transparency report, the algorithm checks your quiz inputs, past ratings, and bag customizations. There’s also a “skip” and “swap” function that tweaks matches further based on your more recent choices.
Now, do they ever have the exact right lipstick color in stock for everyone who wants ‘Berry Mauve’? Not always. The reality: they work with limited inventory each month. So while personalization happens, it’s within the boundaries of what’s available. Routine favorites from Glam Bag Plus or Icon Box? These tend to skew toward bestsellers, not overlooked indie brands or perfectly niche shades. If you consistently rate highlighter or mascara as “rarely want,” you’ll probably see less of those, but it doesn’t guarantee you never get one again. It’s not bespoke, but it’s better than random. The algorithm is more likely to avoid sending you products you actively dislike than always nailing your dream pick on the first go.
Interestingly, most people report their bags feel “about 60% personalized” after three to five months of use. The more feedback you give, the sharper the system gets. However, if you skip rating your products, the algorithm can’t improve—so don’t neglect those feedback clicks! The most up-to-date IPSY FAQ even admits their AI learns fastest from customers who take time to rate and review, changing future shipments accordingly.
Inside the Algorithm: Ratings, Reviews, and Guesswork
Let’s chat about the famous IPSY algorithm in plain language. After you open each bag, you’re encouraged to rate each item. This isn’t just for your amusement—the system logs your preferences, cross-checks them with your original quiz, and adjusts your profile. The algorithm leans on crowd data too, meaning if thousands of others with your exact profile adore a particular serum, your odds of getting it go up. It’s social proof meets computer prediction.
That being said, the IPSY bag is always a little bit of a gamble. Not everything is hyper-personal. Sometimes, if a particular product doesn’t get enough ratings or new data, the system takes an educated guess (read: “you might like this because similar users did”). You can tell the algorithm when it’s way off base—marking an item as “Never send me this again” works about 80% of the time, based on a 2023 IPSY customer survey. However, some staples (like black eyeliner or neutral lip balm) sneak through because those products are mass-ordered and distributed widely.
IPSY also occasionally overrides preferences for special limited-edition items or partner brand exclusives. So, if a mega-collab hits, you’ll probably see it, no matter your quiz. It’s business, after all. But the odd thing is, a lot of subscribers find their bags get more spot-on as time passes—as if you’re training an overenthusiastic beauty assistant who’s learning your vibe month by month.
The Limits of "Personalized": Inventory, Partners, and the Human Touch
No subscription box, not even IPSY, can stock every possible beauty product and shade on earth. Sometimes, despite all your quiz answers and ratings, inventory realities step in. For example, in February 2025, IPSY admitted in its blog that a huge portion of subscribers got the same red lipstick when a partner brand overproduced. Was it personal? Not really, just practical. Even the most advanced algorithm can’t personalize something that isn’t in stock.
There’s also the brand partnership angle. Partners get slots in Glam Bags based on business agreements, not just your profile. You sometimes get bestsellers that are “pushed” a bit harder, simply because they’re trending brands oder agreed to send more samples. On the flipside, niche indie brands sometimes appear more for variety than for perfect fits. And while user feedback can sway future months a bit (IPSY absolutely tracks trending dislikes and swaps out persistent duds), this is a mass model, not a one-on-one consultant sitting in an Auckland beauty salon matching you personally.
Actual humans do step in occasionally. For high-tier boxes or on rare occasions (like special customization events), IPSY’s team will manually sort through tricky cases—like allergies or shipping restrictions. But that’s not the norm. Really, at least 95% of the process remains automated and driven by the algorithm, with human hands sticking on shipping labels, not handpicking samples.
Making the Most Out of Your IPSY Subscription
If you want your IPSY bag to feel truly "yours," here’s how to hack the system. First, go back to your quiz every few months. Preferences change—maybe you fell in love with bold eyeshadow, or now you’re all about SPF skincare. Update often. Next, rate religiously. Even if you only halfway like that blush, tell the system exactly why. More detail means better guesses next time.
Another tip: use add-ons and swaps. IPSY lets you pick extras at a discount, so you always have at least one thing you genuinely want. Swapping items, when available, also nudges the algorithm your way. Get involved in their member community pages—sharing what you got and didn’t get signals more data to IPSY (yes, they monitor these trends). Love a product? Review it in your profile and on the IPSY app; this rewards you with better options down the line.
Younger subscribers have noticed that the IPSY system responds more quickly to negative feedback (“don’t want this ever again”) than positive (“more of this, please!”). So, be clear when something’s really not your jam. And don’t forget—it’s not all about makeup. If you consistently request skincare or tools, those get prioritized in your bags over time, shifting the balance.
The last word? Don’t expect a one-on-one makeup artist, but with a little effort, your IPSY bag can feel pretty close to a curated experience. Keep your expectations in check, keep rating, and enjoy the tiny thrill of surprise in your mailbox—sometimes, the best thing is getting a product you never would have picked for yourself, and loving it anyway.