Picture this: you just unboxed your latest BoxyCharm delivery, and you can’t help but wonder—who’s really running the show behind the scenes of this wildly popular beauty box? Spoiler alert: it’s not a quirky indie team working out of a loft somewhere. The answer involves a billion-dollar acquisition, the shifting power dynamics between beauty giants, and a subscription box shakeup that caught even devoted fans off guard. If you kind of suspected BoxyCharm was part of a bigger story, get ready for all the details—the juicy kind beauty lovers really want to know.
The Surprising History of BoxyCharm
Back in 2013, a guy named Yosef Martin launched BoxyCharm out of South Florida. The idea? Ship out boxes packed with full-size beauty products—think eyeshadow palettes, blushes, serums—every month. At the time, most beauty boxes only included samples. Martin saw a gap and filled it with products people actually wanted to use, not stash in a drawer and forget.
BoxyCharm quickly made waves. By 2019, they were shipping over a million boxes every month, and big brands—think Tarte, GlamGlow, and Becca—were clamoring to get their full-size products in the mix. The box wasn’t just about discovery; it was about feeling spoiled with high-value items that made the subscription price feel like a steal. Beauty fanatics raved about the $25 box’s actual value, sometimes over $100 per shipment. The internet called it a “game changer” and, honestly, for a lot of makeup junkies, it was.
Working out of Miami, Yosef kept the brand’s personality fun and approachable. He even made regular appearances in BoxyCharm’s Facebook groups. The company stayed private for years, which is pretty unusual for a subscription box that got so big, so fast. That said, the beauty industry is famous for quick moves and dramatic twists—a little foreshadowing for what came next.
How Ipsy Entered the Picture
In October 2020, the beauty world got its own version of a plot twist: Ipsy, BoxyCharm’s biggest rival and the original glam bag curator, announced it was acquiring BoxyCharm. This wasn’t just a buyout for a tiny competitor—Ipsy and BoxyCharm had been locked in a fierce rivalry for years, each attracting millions of subscribers with slightly different approaches. Where BoxyCharm was about full-sized products, Ipsy built its name on curated bags of samples and deluxe products. Both had super loyal fans, but the market was getting crowded and the stakes had never been higher.
The deal? Ipsy, owned by Beauty for All Industries (BFA Industries), scooped up BoxyCharm for a whopping $500 million. This instantly made BFA the king of beauty boxes, with more than 4.3 million subscription customers around the globe. Why did Ipsy want BoxyCharm? For one, they wanted to combine customer bases and data, which sounds boring on paper but actually means they could personalize every single shipment better than ever before. With BoxyCharm’s knack for full-size products and Ipsy’s crazy-good technology, it was a best-of-both-worlds scenario.
The leadership teams made a point to reassure customers: Both brands would keep their own names and personalities. But behind the scenes, it was all one big beauty box family—think of it as if Netflix and Hulu suddenly decided to work together while still looking different on your screen.
What Changed After the Acquisition?
So, what does it really mean for people getting those black BoxyCharm boxes each month? At first glance, not much changed. If you were a subscriber in late 2020 or 2021, you probably still saw your favorite brands and plenty of new products. But as the companies figured out how to merge logistics and data, sneaky changes did show up.
Subscription options became more “seamless,” which sometimes made it hard for people to tell where one ended and the other began. In 2023, Ipsy and BoxyCharm combined their subscriptions for the “Ipsy BoxyCharm” plan, effectively merging the best parts of both. You still got the monthly box with at least five full-size goodies, but now with more personalization based on beauty quizzes, and a wider selection of brands.
Some old-school BoxyCharm fans missed the original VIP group feeling, but others loved having more product choice and variety. A few things did disappear—namely, certain box tiers and exclusive offerings (like BoxyLuxe). But most members felt the new format delivered more bang for their buck. Customer access to “Mega Drop Shop” flash sales and personalized recommendations also kicked up a notch.
Wondering about the biggest change? It’s all about personalization and behind-the-scenes tech. The new BoxyCharm model taps into Ipsy’s machine learning systems, so if you skip sending your friends that red lipstick, the platform actually remembers and tries not to send another deep red again. Love an ultra-hydrating face serum? More products like that show up, thanks to data-driven curation.
| Year | BoxyCharm Subscribers | Ipsy Subscribers | BFA Industries Total Subscribers |
|---|---|---|---|
| 2018 | ~700,000 | ~3.0 million | ~3.7 million |
| 2020 | ~1 million | ~3.5 million | ~4.5 million |
| 2023 | Merged | Merged | ~5 million |
Once you realize just how many millions of boxes go out each month, it’s easy to see why data is such a big deal for these companies. The scale is huge, and each mini mascara or sparkly highlighter has to be matched with what subscribers actually want, or the magic wears off fast.
Interesting Facts and Tips for BoxyCharm Fans
If you love peeking behind the curtain, there’s more to this story than just corporate office moves. Did you know the founder of BoxyCharm, Yosef Martin, was one of the first to show unboxing videos every single month? He wasn’t just a CEO; he was basically the face of the brand, answering customer questions and showing sneak peeks on social before influencer marketing was even a big thing.
Curious about what happens to all those “extra” products? BoxyCharm and Ipsy give a portion of unused or surplus beauty items to charity organizations, including shelters for domestic abuse survivors and foster care programs. It’s not just about making a profit—the parent company actually donates what doesn’t get sold to their loyal customer base.
Love getting the best of your beauty box? Here are some pro tips for anyone new (or burnt out) on subscriptions:
- Keep your beauty profile updated—don’t be afraid to change your skin tone, product likes, or hair preferences when your needs change.
- Watch out for limited-edition sales like the Mega Drop Shop. You can snag past favorites or cult products at huge discounts—no need to hoard, but don’t wait too long, stuff sells out.
- Share feedback every time you review a product. The algorithm really does learn, and you’ll start to see boxes tailored to you (not just what’s trending).
- If you’re not loving what you get, talk to customer service. Turns out, they have more power than you think to tweak your subscription or set special preferences.
- Keep an eye on BoxyCharm’s social media. They announce spoilers, brand collabs, and flash sales there first. Especially if you want a shot at the hottest add-ons, that’s your go-to spot.
So, who owns BoxyCharm now? It’s officially part of BFA Industries, the same powerhouse behind Ipsy. But what’s really changed is the way you get your beauty find fix: smarter, more personal, tech-driven boxes that actually feel like they “get” you. No wonder the fanbase is still so obsessed, even as the competition heats up and the subscription box space keeps evolving.