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TikTok star Addison Rae is launching a beauty line called Item Beauty and it's officially available today, Aug. 11. The new brand is in collaboration with Ipsy and will include six must-have makeup products. As the co-founder and chief innovation officer, this is Rae's first endeavour in beauty and as an entrepreneur, but with 55.1 million followers on TikTok, there's no doubt it's going to make a huge splash.
Item Beauty's debut collection includes a mascara, jelly eyeshadow, brightening powder, brow definer, lip oil, and contour duo, all geared toward her young following in bright and colourful packageing and made with clean formulas. The products range from $12 to $22 and will be sold exclusively on ItemBeauty.com to start before making their way into Ipsy later this year.
With other young TikTok stars like Charli and Dixie D'Amelio branching out into beauty with brand collaborations and new product lines, this is only the beginning of the Gen-Z takeover of the beauty space.
Ahead, get a closer look at the new Item Beauty products.