Go Play launched in 2019 with the Lipskit, a device that lets consumers make their own lip colours on demand.
Hedaoo, who has background in engineering, came up with the Lipskit after realising the amount of waste she had generated by mindlessly collecting lipsticks.
"I have always been into lipsticks and I've been this really abusive consumer... I felt very bad about wasting the product, the money and the plastic... I said this is not right,” Hedaoo told CosmeticsDesign-Asia.
Hedaoo is not alone it seems, as consumers have resonated with the Lipskit. The success of it has prompted her to expand overseas into markets like the Middle East, Thailand, India and Australia.
In addition, the firm is working to create more DIY make-up devices in the same vein as Lipskit.
“Go Play is not just the Lipskit. We will be introducing more ranges, like the Eyekit. It looks different, it won't have the same textures not going to be like the Lipskit. We're still working on the specifics of that, and it will be next on the radar,” said Hedaoo.
To learn more about Go Play, Lipskit and Hedaoo, tune into Indie Pioneers above or on Apple Podcasts.