I am Mugdha Hedaoo and I built GoPlay Cosmetics for one reason and one reason alone.

Glamming up should not cost us the earth.

This philosophy led me down the path of color science, human psychology, makeup artistry and tech innovation.

I believe we’re onto something truly special that’ll change the way you think about makeup, and will pave the path toward more sustainable consumption of not just color cosmetics, but cosmetics in general.

Want to know more about the GoPlay story? Read on.

I am a makeup addict. I’m guilty of having spent half my paychecks on the latest, shiny, new makeup hitting the shelves, only to realise I already had most of the same exact colors (albeit in different packaging). Not to mention, the disappointment that many of my new buys would never look the same as they did in the perfectly lit stores. The result? - 3 of my 5 makeup boxes have been a complete waste of my time and money, but more importantly, of plastic, the resources that went into their production, the logistics to get them to my vanity from all around the world and their eventual precious space in the landfills.

When I had my first child, I became more conscious of my choices and their impact on the future of my children. So I went on a journey to solve my makeup addiction - because I knew so much of it was driven by mindless consumption. Wait, don’t get me wrong. I still love makeup, colors, art and creativity. But I knew I wanted to find a way to appease that makeup lover in me by giving it all the possibilities in the world, but without having an impact on the environment.

This dilemma of access to choices versus wasted consumption inspired me to build GoPlay Cosmetics. I’m an engineer with a passion for the arts. With the help of way too many people, I was able to create a modular DIY system with cartridges of primary colors that can be mixed up in accurate proportions to get exactly the colors that you want - each time, every time. Here's a picture of one of our early prototypes. We then added add-ons to the kit to make it more versatile and inclusive. For instance, our jojoba-oil-infused luscious ‘Moisture Drops’ instantly change the texture of the colors from matte to moist to even a tint. Our shimmer add-ons give a perfect festive twist to your prepared colors. Our app is your go-to stylist that helps you create colors most suited to your personal color profile.

Through GoPlay, we want to help you express your quirky, creative self, but also discover looks that you never knew you could pull off. All this while being truly sustainable.

The LIPSKIT is just the beginning. We have a lot more planned, and a lot more of your vanity to declutter.

Let's make you more colorful and the world greener together. You and the earth deserve more. More with less.

We are on a mission to make all colors accessible to all makeup lovers minus the waste of time, energy, and money on cosmetic products that don't match their skin tone.

Making glamming up completely guilt-free.

Become a part of our small movement to recreate a makeup world of simple, guilt-free, and personalized products! We aim to simplify, spice up, and bring something fun and exciting to your vanity.

As a technology-driven cosmetic brand with a commitment to the environment, we strive to reduce plastic waste and avoid any form of cruelty in our own simple way. Expressing ourselves should not cost our wallets and the planet.

With this small step forward in making a difference in the makeup industry, we hope to partner with you, as you work toward a confident, nature-loving you.

Remember, you are our biggest HERO and champion. The future of makeup is at your fingertips.