TikTok’s second most-followed creator, Addison Rae, has teased the release of a clean beauty brand aimed at Gen Z called ITEM Beauty.
The brand, a collaboration between Addison and brand innovation incubator Madeby Collective, sees the 19-year-old social media star become a brand co-founder and chief innovation officer.
“I wanted to create a brand that supports individuality in a very real and authentic way,” she told Yahoo Entertainment. “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.”
The debut collection of the line launches Aug. 11 and features six dermatologist-tested cruelty-free products including mascara, jelly eyeshadow, translucent powder, brow definer, lip oil and bronzer that don’t include ingredients like parabens, phthtalates and mineral oil. The items range in price from $12-$22.
Fans will be able to purchase the collection on the ITEM beauty website.