Adolescent and Ipsy Launch “I Play Beauty” Redefining Makeup

Adolescent Content and beauty subscription platform Ipsy have launched I Play Beauty, a new campaign reframing makeup as a form of play, creativity, and connection. Inspired by research showing Gen Z and millennials use beauty routines as a hobby—much like gaming, music, or sports—the 90-second spot highlights the experimental, joyful, and in-between moments that make beauty authentic. The campaign features a diverse cast, from roller derby athletes applying bold colors before a match to LGBTQ+ creator Georgia Bridgers doing liner on a motorcycle mirror, all celebrating beauty as a vibrant form of self-expression.

“I Play Beauty” challenges long-standing stereotypes that portray makeup as superficial or corrective. Instead, the campaign gives cultural permission to embrace beauty as a hobby with pride, not guilt. By showcasing creators, mothers, and friends experimenting with skincare and makeup in everyday moments, Adolescent Content and Ipsy aim to shift the conversation from unrealistic standards toward beauty as play, creativity, and joy—validating what millions already love to do.

Read the full article at Campaign.