IPSY is the leading beauty membership, uniting millions of hyper-engaged consumers with the products, brands, and inspiration that help them discover their unique sense of beauty. Through monthly subscription deliveries and its e-commerce marketplace, IPSY introduces members to new beauty favorites from both emerging and iconic brands. Powered by expert curation, product innovation, and millions of member insights, IPSY helps shape what's next in beauty.
Looking to diversify its media mix, IPSY launched new subscriber campaigns on AppLovin, reaching and converting subscribers at scale across mobile gaming inventory.
Measuring impact on new subscriber acquisition
Baseline performance on AppLovin was already strong, but IPSY wanted to understand the channel’s real impact. True to its data-driven culture, IPSY partnered with Haus, an independent marketing experimentation platform, to run an incrementality experiment: a two-cell, two-week test from February 4-17, 2026, with a 10% holdout, followed by a one-week post-treatment window to capture delayed conversions.
| Test Type | Test Dates | Post-Treatment Window | Design | Primary KPI |
|---|---|---|---|---|
| Two-Cell with Holdout | Feb 4-17, 2026 | Feb 18-24, 2026 | 10% holdout, 2 weeks | First Order |
AppLovin drove incremental first-month subscription revenue and strong new customer acquisition
The test confirmed it: AppLovin drove measurable new subscriber acquisition and revenue growth for IPSY. The experiment revealed a double-digit lift in first-order subscriptions... generating hundreds of thousands in incremental revenue.
The test also validated AppLovin’s efficiency at scale. After IPSY daily spend increased by over 100%, the pre-test benchmark estimated cost per incremental first-order acquisition actually improved by 2.5%, beating the previous benchmark and proving efficiency holds even as investment climbs.
These results now anchor IPSY’s media strategy, turning AppLovin from a test-and-learn channel into a core pillar of subscriber acquisition and giving the IPSY team confidence to continue investing, backed by third-party validation of the channel’s incremental value.
What impressed us most wasn't just that AppLovin drove incremental subscribers, it's that efficiency held strong as we scaled spend. That's rare. AppLovin has become one of the most reliable channels in our acquisition strategy, and the incremental results persisted across time, different levels of scale, and multiple attribution methodologies, which gave us the confidence to keep investing.
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