IPSY Reframes Beauty as a Hobby with the 'I Play Beauty' Campaign
Debra John — August 5, 2025 — Marketing
IPSY has unveiled 'I Play Beauty,' a new brand campaign that seeks to reframe beauty not as a pursuit of perfection but as a meaningful and creative hobby. The campaign emphasizes self-expression, joy, and authenticity, shining a spotlight on the millions who already approach beauty as a form of personal exploration and play.
At the center of the campaign is a hero film featuring genuine, creator-led moments from a diverse group of beauty enthusiasts and influencers, including Olivia Bond, Georgia Bridgers, Jordan Rebello, and the Junior Derby Dolls. Through their stories, the film brings to life a philosophy that celebrates makeup and skincare as forms of artistic expression.
Informed by research with Gen Z and millennial audiences, the campaign challenges the perception that beauty is superficial. Instead, I Play Beauty positions it alongside widely accepted hobbies like gaming or crafting—as a creative outlet rooted in community, confidence, and individuality.
Image Credit: IPSY
At the center of the campaign is a hero film featuring genuine, creator-led moments from a diverse group of beauty enthusiasts and influencers, including Olivia Bond, Georgia Bridgers, Jordan Rebello, and the Junior Derby Dolls. Through their stories, the film brings to life a philosophy that celebrates makeup and skincare as forms of artistic expression.
Informed by research with Gen Z and millennial audiences, the campaign challenges the perception that beauty is superficial. Instead, I Play Beauty positions it alongside widely accepted hobbies like gaming or crafting—as a creative outlet rooted in community, confidence, and individuality.
Image Credit: IPSY
Trend Themes
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Beauty-as-hobby Movement — This movement reshapes beauty into a creative outlet akin to art or gaming, shifting away from traditional perfection-focused narratives.
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Authentic Self-expression in Beauty — Authenticity in beauty campaigns fosters a more inclusive environment where self-expression takes precedence over conventional beauty standards.
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Creator-led Beauty Initiatives — Beauty campaigns led by creators highlight genuine stories and foster stronger connections with audiences through relatable, authentic experiences.
Industry Implications
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Cosmetics — The industry is increasingly embracing creative, consumer-driven approaches that encourage experimentation and self-expression in beauty.
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Digital Media — Digital media platforms benefit from engaging content that aligns with authentic and creator-led beauty narratives.
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Social Media Marketing — Marketing strategies in this industry are evolving to leverage influencer authenticity and narrative-driven content to build community and trust.
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