TikTok Star Addison Rae Teases New Beauty Brand

The clean beauty brand, ITEM Beauty, launches this month.
License Global

August 4, 2020

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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.

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