Format

Be-Entertainment has added Make Up Your Mind to its international catalogue, taking on global distribution for the hit Dutch entertainment format created by Herriemakers for RTL4. Now in its sixth season, the celebrity guessing game has established itself as a strong Saturday-night performer in the Netherlands, attracting viewers across different age groups. The format has also already travelled to Germany, Belgium and Italy through local adaptations.
At the heart of Make Up Your Mind is a playful mystery: well-known celebrities transform into glamorous drag queens, using elaborate makeup, extravagant costumes and new stage personas to conceal their identities. Two competing panels must work out who is behind each queen, with clues and performances helping them get closer to the reveal.

The celebrities, meanwhile, have to keep their real identities under wraps while performing and lip-syncing their way through the competition. Drag queens provide commentary and help drive the show towards its signature drag-xit, when one of the mystery celebrities is finally eliminated. Celebrity reveals are also a key part of the format’s appeal. Each episode can generate several surprise moments designed to fuel conversation beyond the linear broadcast, with the reveals driving social media engagement and extending the experience across digital platforms.

The format’s ability to create these shared television moments was on display during a recent episode featuring international DJ Armin van Buuren, a five-time DJ Mag Top 100 winner. He was revealed as the mystery queen Daisy Belle, prompting a strong reaction from both the panel and viewers and generating further buzz on social media. Gepke Nederlof, MD of Be-Entertainment, said: “Make Up Your Mind shines as one of those unmissable TV spectacles that captivates audiences across every screen and target group. Following successful adaptations in Germany, Belgium, and Italy, we are thrilled to bring this extraordinarily entertaining guessing game phenomenon to our international partners to help spread its vibrant mix of glitter, glamour, and excitement worldwide.”

For creator Herald Adolfs, the format’s appeal also lies in the transformation at its centre, using drag as a way to reveal unexpected sides of familiar celebrities. “Since the launch of the first episode of Make Up Your Mind, the show has continued to captivate audiences, make an impact, and entertain television viewers. In the glittering world we have created, wildest fantasies come to life, offering audiences the opportunity to escape reality and immerse themselves in the transformative world of drag. This unique art form creates entirely new personas through the power of makeup, self-expression, and performance. It allows us to discover a completely different side of celebrities, one we never knew existed. Make Up Your Mind is uplifting, positive, and unapologetically glittery entertainment, with an important message at its heart: be whoever you want to be.”