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The subscription service raises mascara wands to the time-honored art of makeup application.
August 13, 2025
By: Melissa Meisel
When it comes to beauty, IPSY doesn’t play around. To prove beauty subscription service honors play when it comes to makeup application and creativity, IPSY has launched “I Play Beauty,” a bold new campaign that reframes beauty as a joyful hobby—all while giving long-overdue visibility to the millions who already treat it that way, officials said. The campaign brings this philosophy to life with a hero film that showcases a series of authentic, creator-driven moments feat...
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