Ipsy Wants You to Take Gen Z’s Beauty Obsession Seriously

If you binge-watched beauty gurus in the 2010s, you're probably familiar with Ipsy. Before TikTok was around to dictate which products are worthy of our shelf space, beauty fans relied on the beauty subscription service's monthly glam bags to test out all of the hottest products. Just recently, the brand dropped its new "I Play Beauty" campaign that's all about reframing makeup and skincare as a hobby, rather than just a routine.

The video campaign features real life beauty fans and influencers in different scenarios — applying mascara on the train, executing an eight-step skincare routine in the air and touching up at the bodega. All of these moments speak to the campaign's overall theme that beauty is meant to be celebrated. "While hobbies like gaming or crafting are widely embraced, beauty is still often dismissed as frivolous or superficial. 'I Play Beauty' challenges that narrative," Ipsy says in a press release.

The campaign itself comes from the brand's in-depth research of both Gen Z and millennial audiences. Ipsy discovered that for most beauty lovers, skincare and makeup aren't a way to strive for perfection — instead, they're an outlet to create, explore, and feel good. Through "I Play Beauty," the makeup subscription service is hoping to shift the conversation around beauty and honor all of the hobbyists that are already taking their passion seriously.

While you're here, read about Odele's collaboration with Susan Alexandra.

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