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This new video showcases beauty as a creative and joyful hobby.
August 15, 2025
By: Rachel Klemovitch
Assistant Editor
IPSY debuted a bold new campaign, I Play Beauty, which reframes beauty as a creative, joyful hobby—and gives long-overdue visibility to the millions who already treat it that way.
Through in-depth research with Gen Z and millennial audiences, IPSY uncovered that over 7 million beauty-first consumers, makeup, and skincare aren’t about routine or perfection. It’s about creativity, connection, and play.
The campaign brings beauty 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.
I Play Beauty challenges that narrative, honoring the overlooked community of beauty hobbyists, while inviting others to see beauty not as pressure to perform, but as a space to create, explore, and feel good.
IPSY Releases Its First-Ever Beauty Discovery Report
Ipsy Partners with Pantone to Launch a Mocha Mousse Collection
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