IPSY Beauty Campaign Launch: Redefining Beauty as Joyful Self-Expression

Today, IPSY officially unveiled the inspiring IPSY Beauty Campaign Launch, highlighting beauty as creativity, joy, and connection instead of routine perfection.

A Campaign That Celebrates Beauty as Play

Through extensive research, IPSY discovered that Gen Z and millennials view beauty not as obligation but as creativity, empowerment, and self-expression.

This unique perspective inspired the IPSY Beauty Campaign Launch, positioning beauty alongside music, art, and sport as a valued, expressive hobby.

IPSY invites consumers to embrace beauty not as stressful pressure, but as liberating exploration that sparks curiosity, discovery, and personal growth.

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Shifting the Narrative Around Beauty

Chief Marketing Officer Stacey Politi explained that beauty often feels like performance, but millions already enjoy it as creativity and joyful play.

Politi emphasized this movement honors hobbyists treating beauty with the same passion others dedicate to gaming, crafting, or performing on stage.

This campaign encourages individuals to drop expectations, embrace authenticity, and celebrate beauty as empowering expression practiced freely without perfectionist demands.

Influencers Bring Authentic Stories

The campaign shines through authentic stories told by influencers Olivia Bond, Georgia Bridgers, Jordan Rebello, and the Junior Derby Dolls.

A short film captures everyday beauty moments—touching up in mirrors, applying makeup while traveling, and performing skincare rituals confidently anywhere.

These visuals reinforce IPSY’s belief that beauty thrives in ordinary settings, empowering people to connect with themselves and others joyfully.

Expanding Beauty Beyond Boundaries

Georgia Bridgers highlighted how beauty, like writing or creating, offers space for learning, self-growth, and authentic self-expression practiced confidently.

The campaign rollout spans platforms like YouTube, TikTok, Instagram, Amazon, and CTV, delivering tailored stories that engage audiences creatively.

By doing so, IPSY ensures the campaign resonates globally, inspiring diverse communities to embrace beauty as artful play without judgment.

The IPSY Beauty Campaign Launch reshapes beauty as an empowering hobby, offering creativity, freedom, and confidence to everyone who embraces it.

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