With TikTok’s Future In The Balance, Addison Rae Launches Her Own Makeup Company, ‘Item Beauty’

With TikTok’s Future In The Balance, Addison Rae Launches Her Own Makeup Company, ‘Item Beauty’

With TikTok‘s future uncertain, Addison Rae Easterling — one of the micro-video platform’s signature stars — is launching a flurry of new business ventures.


After unveiling a merch collection with Fanjoy and her very own Spotify podcast, Easterling is now launching a beauty company alongside brand incubator Madeby Collective. Madeby Collective is a sister brand of Ipsy — the beauty subscription box service and influencer community founded by YouTube luminary Michelle Phan. Madeby Collective says it uses the 160 million product reviews culled from the Ipsy community — as well as the followings of influencers within the Ipsy community — to create brands, and then promote them via Ipsy subscription boxes and creator content.


For her new line, Item Beauty, Easterling will serve as both co-founder and chief innovation officer. Launching Aug. 12, Item will target Gen Z consumers with clean, science-backed ingredients, it says. The line also touts fuss-free packaging and unexpected product formulations, like jelly eyeshadow. The collection will launch with six products — mascara, eyeshadow, brightening powder, brow definer, lip oil, and a contour duo — ranging in price from $12 to $22.


Item Beauty will be available for sale on its proprietary website, and will partner with Ipsy to disseminate samples via Ipsy’s Glam Bag subscription box offering beginning in September.


“I wanted to create a brand that supports individuality in a very real and authentic way,” Easterling said in a statement. “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.”


“Addison is an expert storyteller, an inspirational social media pioneer, and she has an uncanny ability to captivate and mobilize a community,” added Madeby GM Jennifer Gosselin. “Addison is not just the face of Item, she is the driving creative force behind every product concept and campaign that we bring to market.”


Easterling is the second most-followed creator on TikTok, with 54 million fans. She is preceded only to Charli D’Amelio, who recently unveiled a beauty collab of her own, serving as a brand ambassador — alongside her sister, Dixie D’Amelio — to shepherd the launch of Morphe sub-brand Morphe 2.