IPSY, the well-known beauty subscription platform, has unveiled its latest campaign, I Play Beauty, aiming to redefine the way beauty is perceived. Far from being a mere routine or a pursuit of perfection, the initiative positions beauty as a joyful, creative hobby—on par with music, art, or sports.
Through research with Gen Z and millennial audiences, IPSY discovered that many beauty enthusiasts already approach makeup and skincare as a form of self-expression and play. However, unlike other hobbies such as gaming or crafting, beauty is often dismissed as superficial. I Play Beauty seeks to challenge this perception by spotlighting those who embrace beauty as a space for creativity, connection, and personal joy.
“Many of us experience beauty as pressure—an expectation rather than an enjoyment,” explains Stacey Politi, IPSY’s Chief Marketing Officer. “This campaign celebrates those who see beauty as a creative outlet and invites everyone to let go of the pressure, embracing beauty as something that should be enjoyed, not earned.”
The campaign features a curated mix of macro and emerging beauty creators, including Olivia Bond, Georgia Bridgers, Jordan Rebello, and the Junior Derby Dolls. A 90-second hero film captures intimate, real-life moments: applying mascara on a subway ride, touching up lip gloss in a bodega mirror, or following a skincare routine mid-flight. Each scene ends with a unified declaration: “Some people play music. Some people play video games. Some people play basketball. I Play Beauty.”
For creator Georgia Bridgers, the message resonates deeply: “Beauty has always been a passion of mine—it inspires me and allows me to grow, learn, and express my whole self. With this campaign, I can own that passion as confidently as any other creative pursuit.”
The I Play Beauty movement will roll out across YouTube, TikTok, Instagram, Amazon, and connected TV platforms, adapting content to each channel’s audience. IPSY members can expect monthly curated product drops aligned with the campaign’s ethos—encouraging discovery, play, and personal expression.
