IPSY Drives Incremental Customer Acquisition with Rokt Ads

The opportunity

IPSY set out to grow its community of beauty lovers in a way that reflected the mission behind its brand: inspiring self-expression through personalized beauty discovery. With a subscription experience tailored to each member's unique preferences, IPSY saw an opportunity to connect with high-intent shoppers at the moments they were most ready to discover and try new products.

IPSY’s goal was to build a scalable acquisition channel that could consistently drive new memberships while expanding its community of engaged beauty enthusiasts.

The unlock

IPSY activated Rokt Ads to reach high-intent customers in the Transaction Moment™,  the moment right after they complete a purchase on some of the world's leading ecommerce brands, when attention, intent, and trust are at their peak. 

From launch, IPSY’s growth team worked closely with Rokt's optimization team to sharpen the campaign. IPSY refined audience targeting using purchase behavior and affinity signals, tested and iterated creative, and continuously evaluated traffic sources, reallocating spend toward the best-performing placements.

The results

• 80% incremental verified signups
• ~300% daily conversion growth
• 450% daily spend growth since Q1 2026

IPSY scaled aggressively out of its initial Q1 2026 test and kept cost per signup below target the entire way, a sign the channel holds up as investment increases rather than hitting a ceiling.

To validate the increased investment and guide next best actions, IPSY partnered with Haus, a leading causal marketing platform, to run a third-party incrementality study. The study found that 80% of IPSY signups driven by Rokt were incremental, confirming the campaign wasn't simply capturing customers who would have converted anyway; it was creating real, net-new customer acquisition. Unlike attribution models that measure correlation, Haus uses controlled geo-experiments to isolate causal business impact, comparing real outcomes to a counterfactual: what would have happened without exposure to Rokt Ads.

Rokt has been a strong, scalable source of new members for IPSY. It delivers consistently across our measurement methods, which makes it an easy channel to keep investing in.—Matt Seabrook, VP Growth, IPSY

IPSY has proven it can scale on Rokt while keeping cost-per-signup efficient and incremental at every stage of growth.

How it works

Rokt places advertiser offers on the confirmation page of the world's leading ecommerce brands, right in the Transaction Moment, when customers have already demonstrated buying intent. IPSY works with Rokt's real-time optimization to route its offer toward the placements, audiences, and creatives most likely to convert, so the campaign grows inefficiency with every cycle of spend. 

If you are a Haus customer interested in testing the incremental impact Rokt drives to your business, contact your Haus Measurement Strategist to learn more about Haus’ Partner Benefits Program.

With Rokt Ads, advertisers can acquire net-new customers while they shop and only pay for outcomes.