19-year-old TikTok star Addison Rae Easterling has launched her own clean beauty brand, Item Beauty.
Launched August 11 and available at ItemBeauty.com, the line includes six products: lengthening mascara, moisturizing lip oil, brow definer, jelly eyeshadow, bronzer contour duo compact, and brightening powder. Products range from $12 to $22.
All products are dermatologist-tested, vegan-friendly, and cruelty-free, as well as free of talc, parabens, phthalates, and mineral oil. They utilize “science-backed ingredients and skin-soothing beauty boosters like botanical extracts, plant-based oils, and hydrating conditioners.” Products are also made from “responsibly, ethically, and sustainably sourced formulas whenever possible.”
About Item Beauty
According to the Item Beauty website, “Item Beauty is all about embracing your imperfections, not masking anything, because they all play a part in what makes you truly unique.”
"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."
What’s Addison’s favorite product? Her mascara. She told POPSUGAR, "While I was working to create Item Beauty, I had a clear vision of what I wanted to be in the collection and focused a lot on creating the perfect mascara since I love when my lashes really pop...If I had to choose a favorite product from the line, most days I would pick the Lash Snack lengthening mascara as I'm really proud of how it came out."
Will Item Beauty Be Successful?
Following in the footsteps of Glossier, Fenty Beauty, Kylie Cosmetics, and The Honest Company, some might wonder if yet another celebrity-backed beauty brand can make it in the beauty market. But Addison Rae is well-positioned for her brand to be successful. With over 55 million followers, she is the second most popular person on TikTok.
In addition to her large following, her brand and her influencer position make the most of what Gen Z wants — a brand and a seller who are environmentally and health-conscious, and who are transparent, authentic, and relatable.
As Harper’s Bazaar points out, “The relatability of this latest generation of influencers means that they seem better placed to suggest what individuals their age actually want to have pride-of-place in their make-up bags and skincare cabinets...Customers are no longer content to see their favorite celebrities simply associated with a brand. Instead, they want to hear and benefit from their opinions and expertise too.”
Make what people want and deliver it in a way they like, and they’ll buy it.
As the daughter of a makeup artist, Addison Rae’s comfort with makeup, plus her philosophy that makeup shouldn’t mask your unique imperfections, sends a comforting message to Gen Z — you’re special the way you are, and makeup should be a fun way to enhance your life, not be a shame-motivated tool you use to achieve a false perfection.