Addison Rae Joins the List of TikTok Stars Taking Over Beauty With Her New Brand, Item
TikTok star Addison Rae is launching a beauty line called Item Beauty and it's officially available today, Aug. 11. The new brand is in collaboration with Ipsy and will include six must-have makeup products. As the co-founder and chief innovation officer, this is Rae's first endeavor in beauty and as an entrepreneur, but with 55.1 million followers on TikTok, there's no doubt it's going to make a huge splash.
Item Beauty's debut collection includes a mascara, jelly eyeshadow, brightening powder, brow definer, lip oil, and contour duo, all geared toward her young following in bright and colorful packaging and made with clean formulas. The products range from $12 to $22 and will be sold exclusively on ItemBeauty.com to start before making their way into Ipsy later this year.
"Beauty has always been one of my favorite forms of self-expression — it's something I can totally experiment with in many different ways while still looking like myself and having fun," Rae told POPSUGAR. "While I was working to create Item Beauty, I had a clear vision of what I wanted to be in the collection and focused a lot on creating the perfect mascara since I love when my lashes really pop. Most people don't know this about me but I often curl my lashes before bed. It makes me feel good about myself, and that's what Item Beauty is all about. If I had to choose a favorite product from the line, most days I would pick the Lash Snack lengthening mascara as I'm really proud of how it came out."
With other young TikTok stars like Charli and Dixie D'Amelio branching out into beauty with brand collaborations and new product lines, this is only the beginning of the Gen-Z takeover of the beauty space.
Ahead, get a closer look at the new Item Beauty products.