Ipsy has launched its first brand -- Complex Culture.

The brand's debut collection is a set of high-performance brushes -- and each has its use printed on the handle. 

Ipsy says this design meets an unmet need, since its data shows that 85% of members consider brushes a necessary tool in their daily beauty routine, yet nearly 2 million of them find it confusing to know which brushes to use for any specific makeup application.

Developing New Products, Differently

Ipsy is the largest beauty subscription service in the world, and will rely on a combination of algorithms, machine learning, and its over 160 million member reviews to identify white space opportunities that will guide product development.

Marcelo Camberos, co-founder and CEO of Ipsy, says, "One of the core ways that we delight our members is through the discovery of new brands they might not have otherwise known about. We are uniquely positioned to create innovative products that address hidden pain points and enable Ipsters to express their unique beauty in unexpected ways."

More About the Brushes

The brushes are handcrafted from sustainably sourced materials, and are vegan and cruelty-free. The brushes feature the exclusive trademarked "Syn-Tech" bristles. The ergonomic handles are 100% biodegradable, with a velvet matte grip.

The collection includes Contour Blush, Angled Foundation, Precision Concealer, Press & Set Bronzer, All Over Highlight Powder, All Over Shadow, Precision Eyelid, and Easy Crease Definer. 

Plus, the lineup features a Vegan Leather Makeup Bag and a Luxe Vegan Leather Makeup Case.

The Complex Culture collection is available for purchase at complexculturebeauty.com, at Ipsy Shopper, and select styles will be included in December Glam Bags.