Singapore-based beauty start-up GoPlay is introducing its DIY lipstick system to consumers in the United States and it speaks to consumers who want personalized products. With this system, customers can make any lip color of their choosing in different textures, including mattes and sheer tints.
With more people shopping online, the direct-to-consumer brand created a mobile app that helps to educate users on color theory and the most flattering colors for their unique look. This tool takes a variety of factors into consideration, including hair, eye and skin color. As GoPlay founder Mugdha Hedaoo says, "What came as another result of COVID was that consumers now wanted personalized solutions. They don't want to do any more trial and error; they don't want to buy and see how it works."