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Our Story

I'm Mugdha Hedaoo, the creator of GoPlay Cosmetics, a mother of two, an engineer by education, a marketer by profession and an avid makeup enthusiast by passion. (That's not makeup-gone-wrong in the picture above, but just my favorite Indian festival of color - Holi! (: )

If you know me, you would know my obsession with makeup, especially lipsticks. Like all makeup lovers, I've experimented with and accumulated gazillion products over the years - many with no apparent difference at all. 

One hot December morning (tropical Singapore December, that is), as we were packing boxes for a house move, I came face to face with a very unsettling reality. Two out of my five boxes were filled with cosmetics! The sheer abundance of nearly-unused cosmetics in my vanity got me thinking about the magnitude of wastage in the cosmetic industry caused by impulse buying, picking wrong colors due to weird store lighting or buying a product only to realize that you have a similar one at home. Turned out, most people I spoke to have had similar experiences.

Zero Waste Week reports that over 120 billion units of packaging are produced by the global cosmetics industry every year. This includes plastic bottles, containers and cardboard covers. Imagine all of this waste going to the landfills each year! Shocked?

Well, this realization didn't mean I was going to give up on my enthusiasm for dolling up. My urge to find a solution for reducing waste, while still having the ability to play around with makeup grew like an incurable itch. I literally started dreaming about crazy ideas to make this a reality. 

Here's one of the first ideas I had brainstormed with the husband.

Without going into the technical details of how this would have worked, let me just confirm that it was an outrageously impractical idea.

I then went back to the drawing board, spoke to many of you to understand your needs, and came up with this early prototype.

It wasn't pretty, but it worked! With a couple of pumps, I was able to create any color I wanted instantly. I knew I was onto something.

All it needed now was some finesse and, of course, impeccable execution.


Finally, after almost 6 months of R&D, a dozen more product iterations and a lot more feedback from you guys, we came up with this beauty - the LIPSKIT™.

The LIPSKIT contains cartridges of vegan, cruelty-free and paraben-free colors, that help you conveniently create any lip color in any amount, so you won't have to buy full sized lipsticks of colors that you probably won't be using much of. 

I admit that bringing a new product to the super crowded cosmetic market is extremely unnerving, to say the least, but I'm confident that you will appreciate the novelty of our products and the difference we're trying to make towards a more sustainable world.

At GoPlay Cosmetics, we're not creating just another cosmetic brand, we're creating a movement - one small step at a time.

If you're excited about our mission and cause, please head to our store.