How Famosos Helped IPSY México Go Viral & Drive Beauty Subscription Growth
The challenge
IPSY México, a leading beauty subscription service, aimed to generate massive awareness while maintaining authenticity and virality on social media. The challenge? Showcase IPSY’s personalized Glam Bag experience in an organic way that resonated with beauty lovers, encouraging them to subscribe and discover new brands—all while standing out in a highly competitive beauty market.
The Winning Strategy
Strategic Influencer Selection – Partnering with top beauty & lifestyle creators on TikTok & Instagram to spark genuine interest.- Authentic, Viral Content – Influencers shared their IPSY Glam Bag reveals, reactions, and beauty routines, making the experience relatable.
- Community Engagement – Encouraging user participation through trends, challenges, and product reviews.
- Relatable & Trend-Driven Approach – Influencers seamlessly integrated IPSY into trending GRWM videos, makeup transformations, and first impressions, keeping the brand at the center of beauty conversations on TikTok and Instagram.
- Personalization & Value – Creators showcased IPSY’s customized Glam Bags and unbeatable value, highlighting how subscribers get premium beauty products for just $349 MXN each month.
Massive Social Reach & Engagement
Total Influencer Following:
Influencer following
Instagram:
Influencer following
TikTok:
Total Posts
Total video views
+
Most Viral Post (views)
Total Engagements
Best comments
Key results
The BIG Picture: IPSY’s Beauty Takeover
From awareness to action: Famosos helped IPSY create a continuous buzz, keeping beauty lovers engaged.
Record-breaking virality: IPSY’s most viral post hit 37M+ views, proving the power of organic content.
Sustained growth: As an always-on campaign, IPSY continues to expand its reach and impact.
Unmatched Performance & ROI
ROI Over 7X: Maximizing every dollar spent on influencer activations.
Ultra-Low CPV: $0.0047: Cost-efficient awareness at scale.
Why This Matters
Famosos didn’t just promote a beauty subscription—we built a movement. By combining authentic influencer engagement, viral storytelling, and strategic amplification, we helped IPSY redefine beauty marketing in Mexico, making premium products accessible, exciting, and viral.
See more success stories
From Awareness to Action: How Famosos Drove Millions of Views and Tons of Subscriptions for VIX
See success case
Univision's cultural campaigns reached 39.7M+ through a strategic partnership with top Hispanic influencers
See success case
FAMOSOS x DIRECTV: The Strategy Behind Winning Hispanic Audiences and Driving Tune-Ins
See success case
Want to build an iconic brand?
