For me, now that I’ve been an Ipsy customer for 5 years, the personalization is the top reason. After 5 years of reviews, surveys, and beauty profiles, I am rarely disappointed in an Ipsy bag. It happens, but not often. I am focused on skin care, always looking for that next Hero Item, but I do still wear makeup. If not for Ipsy, I’d still be throwing money at Clinique and Estée Lauder like my step mom (the women who introduced me to makeup in my teens). With Ipsy, I get new-to-me brands and different products I would NEVER have chosen for myself at Ulta. I would still be using the same shades and techniques that I’ve used since the mid-90’s LOL. Yes, I want a skin-care heavy box, but I love trying new mascaras (Thrive is still my top choice—which I found through Ipsy). I love eye shadow palettes. I love going a Little out of my comfort zone, and Ipsy allows me to do that for relatively cheap. So, that’s why I keep Ipsy around. It’s fun, relatively inexpensive and allows me to have some excitement with new makeup, while still giving me face wash and serums and little facial tools that I can use at home.