If you don’t keep up already Addison RaeNow is the time to start.
After taking over TikTok (she is the second most common creator in the app behind one Charli D’Amelio), Addison has its sights set on a new company that is suitable for every Gen Z influencer. Millions of fans are ready to report on Instagram: the cosmetics industry.
Enter ITEM Beauty, a collaboration between Addison and the Madeby Collective brand innovation incubator. The teenager, co-founder and chief innovation officer of the brand, tells E! Messages in an exclusive interview that she “always loved makeup” and used it both as a form of self-expression and self-love.
“I wanted to create a brand that supports individuality in a very real and authentic way,” she says. “ITEM approaches beauty as much as I do. I want to be able to put something on my face that I can feel good about – not masking clean products with ingredients that are good for my skin and improve my facial features . “
The debut collection launches on August 11 on the brand’s website and features six cruelty-free products tested by dermatologists ranging from $ 12 to $ 22. Make-up fanatics can get their hands on a mascara, a jelly eyeshadow, a translucent powder, a bronzer, a brow definition and a lip oil, each formulated without harmful ingredients such as parabens, phthalates and mineral oil.