Ashnoor Kaur launches cosmetics brand ColorPlay

By

Isabelle Crossley

Published
Dec 20, 2022

Actress and influencer Ashnoor Kaur has launched a makeup brand targeting Gen Z consumers. The new brand’s first product line is a range of bright, vegan lip crayons which retail on its new e-commerce store. 

18 year-old Kaur aims to encourage young Indians to express themselves through colours with her first makeup line, the new brand announced on Instagram. ColorPlay’s maiden product offering is a collection of 12 lip crayons in hues ranging from vibrant red and hot pink to neutral and brown tones with blue and black hues for more experimental looks. 
 
“As a makeup lover, I could not find brands and products that were specifically made for my generation, and that made me come up with ColorPlay,” Kaur told Indian Retailer Bureau about the launch. “ColorPlay is all about self-expression! And beauty? It’s whatever you want it to be.”

The cosmetics are all PETA certified vegan and cruelty free with catchy names including Rumour, Not-so-basic, and Dark Humour. The lip crayons are designed to be easy to carry around and apply on the go and include ingredient sodium hyaluronate to hydrate the lips. 
 
The brand’s first product line is positioned in the affordable segment of the market with each lip crayon retailing at Rs 495. This is designed to make the range accessible to a younger audience. ColorPlay also launched an introductory offer where shoppers can purchase two li- crayons for Rs 699 and three for Rs 999.