GoPlay Cosmetics: Hyper Personalised Makeup, On Demand

Image by DanaTentis from Pixabay

NAME OF STARTUP: GoPlay Cosmetics – Hyper-personalised makeup, on-demand

FOUNDER: Mugdha Hedaoo

FOUNDED IN (Year): 2019

THE IDEA: What is the problem being solved by your startup / business?:

About 87% of the makeup bought by consumers is wasted because makeup shopping is still largely a trial-and-error process, and with a shift towards online shopping, even more so.

We want to eliminate this wastage of money, time, and plastic by empowering users to create their own makeup instantly. Our mission is to replace 20 million single-use makeup products with 1 million circular GoPlay products by 2027.

THE FOUNDER’S STORY: When and how did you come up with the idea for the business?:

Mugdha Hedaoo is the inventor of the LIPSKIT. She is an engineer from IIT Bombay and has worked as an Intellectual Property Consultant, digital marketer, and growth hacker for startups and established firms over her 13 year career.

At GoPlay she is the CEO and Chief Strategist, as well as the Head of Product Development and Marketing. Mugdha has a deep passion for art and, specifically, makeup – 5 full boxes of it! It was the realization that most of the makeup she owned will never be used that made her take stock and want to create something that kept her passion alive while minimizing the wastage attached to it.

After speaking to hundreds of fellow makeup users, endless research, and multiple iterations spanning over 2 years she came up with the LIPSKIT in its current form.

Neeraj Dhanothia is the other co-founder of GoPlay Cosmetics and he brings over 14 years of functional expertise in Finance, Operations, Supply Chain Management, and Vendor Management. He has an MBA from Oxford and has focused the majority of his career on startups in India, UK, and Singapore. He cares deeply about sustainability and purposeful innovation.

WHO IS THE CUSTOMER: What is the typical profile of your target customer? Where would they be located?:

Women, Millennials, Gen Z, makeup lovers, conscious consumers

LESSONS TO SHARE: What 3 key features from your startup journey you’d like to share with customers?:

GoPlay Cosmetics is a beauty tech startup that offers instant access to hyper-personalized, reusable color cosmetics to makeup users around the world.

Our AI-based personalization app acts as your personal stylist that recommends looks and color for your exact skin profile, and our fuss-free DIY products enable you to create any of these looks instantly in a sustainable way. We’re making personalized makeup affordable and accessible to all.

HQ City: Circular Road, Singapore

Website URL:

Number of Employees: 1-5

LinkedIN URL: