IPSY's August Icon Box Delivers a Beauty Masterclass to Your Doorstep With Ash K Holm Collaboration

Hollywood's go-to makeup artist merges timeless technique with modern innovation, curating her must-have products to help you elevate your routine and master every look with confidence.

LOS ANGELES, July 8, 2025 /PRNewswire/ -- IPSY, a beauty subscription service, is rolling out its August Icon Box collaboration with celebrity makeup artist Ash K Holm. Known for perfecting the looks of entertainment's biggest celebrities, Ash is sharing her blueprint for effortless, elevated beauty through this one-of-a-kind August drop. Bringing her professional expertise to the doorstep of beauty lovers nationwide, this Icon Box collaboration highlights the increasing interest from consumers to seek out brands created by makeup artists - a trend recently identified in IPSY's first-ever Beauty Discovery Report. 

Available now, the August Icon Box by Ash K Holm features a thoughtfully curated selection of skincare and makeup products from leading brands like Patrick Ta Beauty, Makeup by Mario, Elemis, and more. Designed to help you refine your routine and build confidence, this box goes beyond product—it serves as a beauty education moment, equipping you with expert-approved essentials and pro tips for mastering everyday beauty with ease.

"My love for beauty started as a hobby, and seeing it grow into a full-time career has been a full-circle moment for me," said Ash K Holm. "From doing makeup on IPSY's first shoots to becoming IPSY's Chief MUA, this collaboration reflects my journey with the brand and celebrates the transformative power of makeup. Beauty should be both accessible and empowering—and that's exactly what makes IPSY so special. Whether you're just starting out or looking to elevate your skills, I hope the contents of this box inspire confidence in every version of yourself."

The collaboration features a unique visual approach that seamlessly blurs the lines between artist and subject, showcasing Ash's dual perspective as both the makeup artist creating transformative looks and someone who deeply understands the client experience. This innovative storytelling aligns with findings from IPSY's Beauty Discovery Report, which highlights the growing consumer shift toward trusting makeup artists over celebrities—especially among Gen Z and Millennials. By spotlighting Ash, this partnership taps into the trend, demonstrating how beauty can be both aspirational and attainable through the lens of true artistry.

"We're incredibly honored to continue our work with Ash K Holm, whose mastery of makeup artistry and authentic approach to beauty education makes her the perfect collaborator for our community," said Kristy Westrup, Chief Merchandising Officer at IPSY. "Her ability to translate high-end techniques into accessible, everyday applications aligns perfectly with our mission to make premium beauty experiences available to everyone."

The August Icon Box emphasizes the craft and artistry behind makeup application, encouraging beauty enthusiasts to view makeup as both a skill to master and a form of creative expression. Ash's perfectionist approach and professional insights offer Icon Box subscribers the opportunity to learn from one of the industry's most respected artists.

The IPSY Icon Box is a quarterly beauty drop featuring eight handpicked beauty essentials, three of which you can choose! Beauty lovers are encouraged to subscribe to IPSY now to secure their August Icon Box by Ash K Holm, available exclusively as a quarterly upgrade for IPSY Glam Bag and BoxyCharm members. To learn more about IPSY and explore subscription options, visit www.ipsy.com.

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ABOUT IPSY
IPSY, a beauty subscription service, delivers monthly drops of the greatest beauty discoveries and curated community favorites just for you. Uniting over 20 million hyper-engaged fans to a network of established and emerging brands, creators, and experts, IPSY is the only place that curates endless beauty finds to discover what's right for you. Whether you're a beauty enthusiast or just starting your journey, IPSY lets you experiment, evolve, and find new ways to express yourself with every box.

ABOUT ASH K HOLM
Ash K Holm is a Los Angeles-based celebrity makeup artist. Her ability to create glamorous looks and glowing skin has made her a favorite with clients such as Ariana Grande, Kim Kardashian, Khloe Kardashian, Shay Mitchell, Camila Cabello, and Jennifer Lopez.

SOURCE IPSY