Beat the clock. TikTok influencers are in a rush to roll out cosmetics brands while they still have some influence. The latest to jump into the category is Addison Rae, who's teaming up with indie brand incubator Madeby Collective to introduce Item Beauty next week.
Rae boasts 53 million TikTok followers, already has a merchandise line and cohosts a podcast with her mom, a former makeup artist, on Spotify. The Item Beauty lineup includes mascara, jelly eye shadow, brightening powder, brow definer, lip oil and contour duo. The products are formulated without parabens, phthalates and mineral oil. They will be available direct-to-consumer on Itembeauty.com
and eventually in Ipsy’s Glam Bag.