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TL;DR We built GoPlay Cosmetics for one reason and one reason alone - Glamming up should not cost us the earth!

This philosophy led us down the path of color science, human psychology, makeup artistry and tech innovations. We believe we’re onto something truly special that’ll change the way you think about makeup, paving the path toward more sustainable consumption - of not just color cosmetics, but consumables in general.

At GoPlay Cosmetics, we believe in empowering beauty enthusiasts worldwide with innovative and sustainable makeup solutions. Our mission is to inspire self-expression through customizable, DIY makeup devices, starting with our flagship product, the LIPSKIT. By combining creativity with color theory, we aim to redefine beauty standards and provide a platform for individuals to embrace their unique styles. We are committed to cruelty-free, vegan, and clean beauty, as we strive to make a positive impact on both our customers and the planet.

We would love for you to join us in the journey of discovering, creating, and playing with makeup in an eco-friendly and inclusive way.

-Team GoPlay

P.S.: Want to know how it all started at GoPlay ? Read on...

The GOPLAY Story

GoPlay Cosmetics was founded in 2019 by an art lover, an engineer and a makeup addict, Mugdha Hedaoo. Her obsession with makeup was so strong that half her paychecks were spent on the latest, shiny, new toys hitting the shelves, only to realise she already had most of the same exact colors (albeit in different packaging). She was never 100% happy with her buys, as they would never look the same as they did in the perfectly lit stores.

The result? - almost 80% of her makeup remained untouched till they expired and had to be thrown away. A complete waste of her time and money, but more importantly, of plastic, the resources that went into their production, the logistics to get them to from around the world to her vanity and their eventual place in the overflowing landfills.

When she had her first child, Mugdha became more conscious of her choices and their impact on the future of her kids. So she went on a journey to solve her makeup addiction - because she 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." she confessed.

This dilemma of having access to choices versus wasted consumption inspired her to build GoPlay Cosmetics. A team of engineers, artists, and cosmetologists was brought together 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 GoPlay LIPSKIT was first launched on Kicktarter and it went on to become the second most successful projects in the beauty and cosmetics categories of all times.

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

With our DIY innovations, we want to make you a lot more colorful and the world a lot greener together. You and the earth deserve more.

More with less.

Our Mission

Our mission is to democratize access to makeup worldwide to inspire self-expression, while minimizing the environmental impact of increased consumption.

Our Vision

Guided by a vision of global beauty, inclusivity, and environmental responsibility, we at GoPlay Cosmetics envision a world where individuals embrace their uniqueness through our innovative DIY makeup devices. We aspire to lead a conscious beauty revolution, where sustainability and self-expression coexist harmoniously, empowering people to redefine beauty on their terms while preserving our planet for future generations.

Support our mission | Investments & Partnerships

If our mission resonates with you, and you would like to invest in GoPlay Cosmetics or partner with us, please write to us at partnerships@goplaycosmetics.com