TikTok star Addison Rae launches Item Beauty

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TikTok star Addison Rae launches Item Beauty

By Gisselle Gaitan - 08/04/2020

Although Addison Rae is known best for her TikTok videos, she’s about to add beauty brand creator to her growing list of accomplishments.

Item Beauty, the brainchild from the social media star and Madeby Collective, is a line of dermatologist-tested and clean beauty products that look to inspire consumers to redefine beauty norms by instilling confidence, self-love and self-expression, the San Mateo, Calif.-based company said.

“I wanted to create a brand that supports individuality in a very real and authentic way,” Addison Rae said. “Item approaches beauty the same way that I do. I want to be able to put something on my face that I can feel good about — clean products with ingredients that are good for my skin and enhance, not mask, my features. It's about embracing all your imperfections because they all play a part in what makes you truly unique.”

Products in the line are formulated with science-backed ingredients and are free of parabens, phthalates, talc and mineral oil, the company said. 

The collection will launch with six cruelty-free and vegan-friendly products including: Lash Snack lengthening mascara; Lid Glaze hydrating jelly eye shadow; Powder Hour brightening powder; Cheek Money bronzer duo; Lip Quip lip oil; and Brow Chow brow definer.

“We are thrilled to be working alongside Addison. She is an expert storyteller, an inspirational social media pioneer, and she has an uncanny ability to captivate and mobilize a community,” Jennifer Gosselin, general manager of Madeby Collective said. “As the brand's co-founder and chief innovation officer, Addison is not just the face of Item, she is the driving creative force behind every product concept and campaign that we bring to market.”

Beginning Aug. 11, Item Beauty will be available for purchase on ItemBeauty.com. The line also will be sampled through Ipsy’s Glam Bag beginning in September.