Beauty Meets Play: IFF Launches Xelestia with Gamified Experience

IFF is redefining beauty and personal care with Xelestia, a new collection of skin and hair care concept formulations paired with an immersive mobile game. Debuted at In-cosmetics Global 2025 in Amsterdam, Xelestia invites users to explore four fantasy-inspired worlds – each tied to a unique formulation prototype.

In an interview with Personal Care Insights, Bi Fen Lee, Digital Marketing Manager in Personal Care, highlights potential for interactive digital experiences to influence product formulation itself.

“By engaging consumers in virtual environments and collecting data on their preferences and interactions, brands can gain valuable insights into emerging trends and desires. This information can then be used to inform and innovate product formulations, ensuring they align with consumer expectations.”

Key Highlights

Gamification as a Marketing Shift

Gamification is transforming beauty marketing, offering immersive, interactive experiences that foster deeper consumer engagement. 80% of global consumers value brands that “surprise and delight” them, making play a powerful tool for connection and loyalty.

“Experiences Amplified”

Consumers are seeking multi-sensory, joyful, and liberating experiences in their beauty routines, moving beyond functionality to emotional enrichment.

Emotional and Economic Context

In a time of financial uncertainty, consumers are prioritizing happiness over material luxury. Bi Fen Lee notes that “the greatest luxury is happiness,” and small indulgences offer meaningful moments without financial strain.

Dive into the full story to discover how IFF is turning play into purpose in beauty innovation.