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The subscription service raises mascara wands to the time-honored art of makeup application.
August 13, 2025
By: Melissa Meisel
When it comes to beauty, IPSY doesn’t play around.
To prove beauty subscription service honors play when it comes to makeup application and creativity, IPSY has launched “I Play Beauty,” a bold new campaign that reframes beauty as a joyful hobby—all while giving long-overdue visibility to the millions who already treat it that way, officials said.
The campaign brings this philosophy to life with a hero film that showcases a series of authentic, creator-driven moments featuring real-life beauty enthusiasts and influencers like Olivia Bond, Georgia Bridgers, Jordan Rebello and the Junior Derby Dolls.
Through in-depth research with Gen Z and millennial audiences, IPSY uncovered powerful insight that for more than 7 million beauty-first consumers, makeup and skincare isn’t about routine or perfection. It’s about creativity, connection and play. However, while hobbies like gaming or crafting are widely embraced, beauty is still often dismissed as frivolous or superficial.
I Play Beauty challenges that narrative, honoring the overlooked community of beauty hobbyists who already live this truth, while inviting others to see beauty not as pressure to perform, but as a space to create, explore and feel good.
Watch the promotional video here:
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