Key Takeaways:
Beauty is no longer confined to vanities or makeup counters. It happens everywhere, from a quick lipstick touch-up in a bodega mirror to reapplying mascara on a crowded subway, or even an eight-step skincare routine in the middle seat of a flight.
IPSY is embracing the creativity and individuality of beauty enthusiasts with its new campaign, I Play Beauty. The 90-second film champions the beauty in the mundane and positions IPSY as a playground, showcasing moments such as misting setting spray while camping or applying stars and glitter as war paint during a roller derby. The message is clear: “Some people play music. Some people play video games. Some people play basketball. I Play Beauty.”
A 2025 study conducted by Bread Financial and Ulta Beauty reinforces this sentiment, finding that 52% of Gen Z respondents and 48% of millennials use beauty products as a form of self-expression and identity. Beauty, therefore, extends beyond products as tools to “impress, conceal, or conform,” as it has often been framed, according to Stacey Politi, Chief Marketing Officer at IPSY.
“I Play Beauty is our way of changing that narrative. It’s not something we do for others,” Politi told BeautyMatter.
IPSY has long emphasized “play” in its subscription model, delivering new products each month to encourage exploration and creativity. The new campaign pushes this idea further by celebrating beauty not merely as a routine but as a hobby—similar to any other art form, sport, or creative endeavor.
The campaign also speaks directly to Gen Z, a demographic heavily influenced by online content creators. A 2025 Tinuiti survey found that 90% of Gen Z beauty shoppers have purchased products based on influencer recommendations. The I Play Beauty short film reflects that by featuring both established and emerging creators, including Olivia Bond, Georgia Bridgers, Jordan Rebello, and the Junior Derby Dolls.
"Beauty has always been a passion of mine—something I come back to time and time again because it inspires me," said creator and online personality Georgia Bridgers, who has over 444,000 TikTok followers, in a press release. "Just like when I'm writing, creating, and editing, beauty gives me space to learn, grow, and express my whole self. It's creative, empowering, and deeply personal—and with this campaign, I get to own it just as confidently as anything else I pour my heart into."
Rather than measuring the campaign’s success through views or engagement rates alone, IPSY is focused on qualitative impact. Politi says she is most interested in the “sentiment in the comments and the stories people share.” She hopes that “people feel seen, recognized, and inspired, and that over time, we start to feel a real shift in how beauty is talked about.”
The campaign will continue to roll out across YouTube, TikTok, Instagram, Amazon, and CTV, with expansions planned through in-person touchpoints, collaborations, and additional influencer-driven content.
“The goal is to keep showing up for the beauty community in ways that feel creative, personal, and fun, and to keep expanding the idea that beauty isn’t something you achieve; it’s something you experience,” Politi told BeautyMatter.
