American TikTok star Addison Rae is making the jump from the video sharing platform to the beauty world. She’s launching her own beauty brand, Item Beauty, in collaboration with Madeby Collective. Dubbed Item Beauty, the brand will officially release its six first makeup products on August 11.
While it is currently mostly talked about because of threats of ban from US President Donald Trump, Chinese video sharing platform TikTok, which already has a considerable impact on the music industry, may now turn the beauty industry upside down to become a new resource for beauty addicts.
Addison Rae counts 53.7 million followers on the social network. The line’s first items - a mascara, eyeshadow, highlighting powder and brow pencils - will be available on August 11.
Item Beauty already has an Instagram presence (@itembeauty), and its first posts starting in mid-July tout self-confidence and authenticity and reference “clean” formulations with shea butter, almond oil, jasmine and coconut oil, which are more often associated with skincare than makeup.
A little more than a week away from the Item Beauty launch, the star’s fans seem to be on board already. Encouraging comments on Instagram abound: “I’m so excited. I’m saving up my money just for this,” “I’m so excited about this beauty line,” and the repeated refrain “I am so proud of you!”.
"I wanted to create a brand that supports individuality in a very real and authentic way," said Addison Rae. "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."
Addison Rae took her first steps on TikTok in 2019 and became one of its most-followed personalities via her original choreographies. She’s accumulated more than 3 billion “likes” since then.