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From the 7th Annual Shorty Impact Awards

BFA Impact

Entered in Diversity, Equity & Inclusion


In 2011, IPSY was born out of a single mission: to inspire self-expression and celebrate unique beauty. At a time when a handful of magazines were telling people what was beautiful, we catalyzed a movement to democratize the beauty industry.

We’ve built an incredibly passionate and engaged community of beauty lovers along the way, including thousands of content creators from virtually all walks of life who have helped us break down barriers to actualize our vision of making beauty more inclusive and welcoming to all.

Our approach to changing the world starts with identifying those areas where we believe we can make the biggest difference. Then, we rally our entire organization behind them. In 2021, we formally launched BFA Impact, a company-wide movement to celebrate the unique beauty of people and the planet.

Strategy and Execution

First and foremost, we believe all beauty lovers should be able to see themselves in our content. We’re using our platform to tell the stories of our multifaceted community by amplifying the voices and faces of diverse creators, founders, fans, and ambassadors. We set out to increase representation of Black, Latinx, and LGBTQ+ talent—and we’re proud to share that we’ve already achieved our goals, featuring these communities at higher rates than their makeup of the U.S. population. 


Since 2021, we’ve dedicated over $55 million to Black- and Latinx-led brands through our Beauty Amplified program. We lower participation barriers, so these brands can get their beauty innovation into the hands of our millions of members. IPSY and BoxyCharm also provide significant marketing support and amplify brand messaging to millions more through social media.

But we’re not stopping there! We’re championing equity in the workplace too, because we believe that bringing together individuals with unique lived experiences is a recipe for greater creativity. At BFA, we are prioritizing engagement and retention of employees from the Black, Latinx, and LGBTQ+ communities via enhanced hiring and career-development practices. We’re also building upon and growing our female leadership—currently, 57% of our leadership team identify as female. 


Of course, our Impact Report isn’t just about people—it’s also about the planet. We set a goal to limit the use of virgin plastic to no more than 50% by 2023 for all products created by our Madeby Collective incubator brands. In 2021, we’d already reduced our virgin plastic use to 51%—only a point away with two years left to achieve our goal! We’re taking mindful and impactful steps to reduce the amount of waste we create—such as incorporating post-consumer recycled plastic and prioritizing more renewable materials in our packaging. We also just completed our first carbon footprint assessment and will follow up by establishing science-based emission reduction targets.


Beyond these changes to our business, we’ve donated over $1 million through a mix of product value and cash donations to nonprofits working directly with communities in need. Our brand equity investments and sustainability pledges are opportunities for change and progress, and we’re honored to have the platform to make these meaningful commitments. Though we have a long way to go, this is only the start—we’re committed to being a leader for change.


Our goal is to dismantle beauty inequities. We’re working to elevate brands from the Black and Latinx communities.

We invest in approximately 250,000 products on average for each of the Black and Latinx brands we partner with.

We provide 2x the average brand exposure to amplify these brands, increasing customer awareness and engagement.

We also created a $1M fund for up-front investment in product sourcing in order to support those brands that wouldn’t be able to work with us if they needed to wait to be paid when goods are delivered.

In addition, we provide access to product development and introductions to supply chain resources to help these brands thrive.

In 2021-2022, we’ve invested $55M+ in Black and Latin-x owned brands.


Entrant Company / Organization Name

Beauty For All Industries


Entry Credits