# Bold Beauty Campaigns IPSY Reframes Beauty as a Hobby with the 'I Play Beauty' Campaign By Debra John | Published 2025-08-05 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/i-play-beauty-campaign References: [ipsy](https://www.ipsy.com/) & [instagram](https://www.instagram.com/ipsy)  [IPSY](https://www.trendhunter.com/trends/official-jersey-partner) 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](https://www.trendhunter.com/trends/makeup-playbook). 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](https://www.trendhunter.com/trends/sephora-beauty-belonging) 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 Insights (Trend Hunter) - Score: 6.9/10 - Popularity: 80% | Activity: 80% | Freshness: 47% - Audience gender: 30% men, 70% women - Primary generations: Gen Z, Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Why This Trend Is Growing - **Beauty-as-hobby Movement:** This movement reshapes beauty into a creative outlet akin to art or gaming, shifting away from traditional perfection-focused narratives. - **Authentic Self-expression in Beauty:** Authenticity in beauty campaigns fosters a more inclusive environment where self-expression takes precedence over conventional beauty standards. - **Creator-led Beauty Initiatives:** Beauty campaigns led by creators highlight genuine stories and foster stronger connections with audiences through relatable, authentic experiences. ### Industries Being Reshaped - **Cosmetics:** The industry is increasingly embracing creative, consumer-driven approaches that encourage experimentation and self-expression in beauty. - **Digital Media:** Digital media platforms benefit from engaging content that aligns with authentic and creator-led beauty narratives. - **Social Media Marketing:** Marketing strategies in this industry are evolving to leverage influencer authenticity and narrative-driven content to build community and trust. ## Related on Trend Hunter - [Empowering Beauty Campaigns](https://www.trendhunter.com/trends/you-are-amazing.md) - [Authenticity-Centric Beauty Series](https://www.trendhunter.com/trends/we-belong-to-something-beautiful.md) - [Empowering Clean Beauty Campaigns](https://www.trendhunter.com/trends/clean-beauty-campaign1.md) - [Joy-Inspired Beauty Campaigns](https://www.trendhunter.com/trends/the-joy-project.md) - [Glow-Focused Beauty Campaigns](https://www.trendhunter.com/trends/glow-reimagined.md) - [Creativity-Inspiring Kids Campaigns](https://www.trendhunter.com/trends/crazart.md) - [Non-AI Beauty Campaigns](https://www.trendhunter.com/trends/the-code.md) - [Nostalgic Beauty Campaigns](https://www.trendhunter.com/trends/unseenbeauty-initiative.md) - [One-of-a-Kind Beauty Campaigns](https://www.trendhunter.com/trends/the-beauty-machine.md)