MICHELLE PHAN’S IPSY: BREEDING CONTENT CREATORS WITH CREATOR DAY

19/09/2016

Ipsy is focused on content creation and the individuals who create it — even if that content doesn’t directly generate revenue. Almost all of the company’s $150 million in revenue last year came from the $10 monthly fee from its 1.5 million members, said Jennifer Goldfarb, Ipsy’s president and cofounder along with Michelle Phan, the pioneer of the beauty influencer movement online, and Marcelo Camberos. “It’s important,” Goldfarb said of the company’s personalized subscription service. “But more powerful is the creators and working with the community of creators we work with. She [Phan] inspired a generation. It’s amazing the world she’s opened up. Today you can tell your parents I want to be a beauty content creator.”
On Friday, the company hosted its first Creator Day in New York at the Dream Hotel to foster the growth of aspiring influencers and build its community of engaged, beauty content creators. The event was part of Generation Beauty, a two-day beauty event sponsored by Ipsy that took place Saturday and Sunday at the Brooklyn Cruise Terminal in Brooklyn had representation from 34 beauty brands and 4,000 attendees.

For Creator Day specifically, Goldfarb said 300 individuals with varying sized followings were invited to partake.

 

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