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I Play Beauty: A Love Letter to the Hobby That Deserves a Spotlight

By Maddie Aberman

Published on Feb 2, 2026 • 3 min read

We’ve all been there—justifying a makeup haul with “It was on sale,” or hiding our epic beauty stash like it’s something to be ashamed of. But what if we stopped explaining and started celebrating? At IPSY, we believe it’s time to call beauty what it really is: a hobby—one that deserves just as much respect as any other.

That’s what I Play Beauty is all about. It’s a bold declaration for every person who’s ever felt the need to downplay their passion for beauty. It’s a celebration of the time we spend swatching, blending, learning, creating, and the joy we find in every step. We’re inviting beauty lovers everywhere to take up space, own their passion, and play unapologetically.

Watch the video that started it all:

It's about glam time you treated yourself.

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A Hobby Worth Celebrating

Some people collect vintage vinyl. Some people knit. Some people train for marathons. We swatch eyeshadows, test skincare trends, and perfect the art of the winged liner. The time we spend learning about products, playing with textures, and trying new techniques? It’s not extra…it’s practice.

Our I Play Beauty video features real beauty lovers doing what they do best: applying mascara on the subway, touching up their lip gloss inside a bodega, masking at 30,000 feet. These aren’t big, glam moments; they’re everyday rituals that bring joy, confidence, and fun.

You’ll also spot a few familiar faces from the beauty world, including beauty influencers Olivia Bond, Georgia Bridgers, Jordan Rebello, and the LA Junior Derby Dolls, all sharing how they play beauty in their own unique way.

IPSY Is Our Playground

At IPSY, we’re here for your hobby. Whether you’re discovering a new favorite serum, experimenting with bold colors, or just having a little “me time” in front of the mirror, we’ve got your back. Every month, we deliver the tools you need to explore, express, and play your way.

Beauty isn’t something you need to explain. It’s something you get to enjoy. So go ahead—love what you love. Collect what you want. Play how you play. Because we’re not just into makeup. We play beauty. And IPSY is our playground.

Ready to join the fun? Take our Beauty Quiz to get started.

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