TikTok star Addison Rae brings to market Gen Z-focused beauty line

Developed with brand incubator company, Madeby Collective, Item Beauty’s skus include colour cosmetics for eyes, lips and face

TikTok star Addison Rae has brought to market her first-ever beauty line.

Targeted at Gen Z consumers, Item Beauty was developed with brand incubator company, Madeby Collective, and features a 6-sku line of colour cosmetics.

First to launch in the range is the new Lash Snack mascara, Lid Glaze jelly eyeshadow, Powder Hour brightening powder, Cheek Money bronzer duo, Lip Quip lip oil and Brow Chow brow definer (from US$12).

“I wanted to create a brand that supports individuality in a very real and authentic way,” said the 19-year-old.

“Item approaches beauty the same 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.”

She added: “It’s about embracing all your imperfections because they all play a part in what makes you truly unique.”

To date, the social media sensation has more than 53 million ‘fans’ on TikTok and nearly 25 million followers on Instagram.

She rose to fame for her dance performances on the popular Chinese social media platform.

“We are thrilled to be working alongside Addison,” added Madeby Collective’s General Manager Jennifer Gosselin.

“She is an expert storyteller, an inspirational social media pioneer and she has an uncanny ability to captivate and mobilise a community.

“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.”

The line will be available via itembeauty.com from 11 August.

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