You probably know Addison Rae for her viral TikTok videos—she’s the app’s second most followed creator with more than 82 million followers(!!!). You might also know her for the podcast she hosts with her mom Sheri Nicole (also a massive TikToker), Mama Knows Best. Now the 20-year-old is adding another line to her impressive CV: co-founder and chief innovation officer.
In August 2020, Addison launched ITEM BEAUTY, a clean beauty line she created in partnership with Madeby Collective. The pivot into makeup was a natural fit for the TikTok star. “I have always been interested in beauty,” says Addison about the launch. “My mom was a makeup artist, so it was something I’ve always been comfortable with.”
“When I think about beauty and what’s important to me, it’s putting something on my face that I can feel good about,” she adds. Which is why formulating a 100 percent cruelty-free and vegan-friendly line was a top priority. All six products are formulated using a mix of botanical, plant-based extracts and dermatologist-tested, science-backed ingredients that are good for your skin.
At the top of that priority list along with creating a clean line was creating products that are equally as fun. “I wanted simple, unfussy products that are fun and don’t take themselves too seriously,” says Addison. “That’s exactly the concept that ITEM was born out of.”
ITEM BEAUTY debuted with a few staple products, but that’s only the beginning, according to Addison. “We have more products launching later,” she adds. “I’m so excited about what the future holds. I have so many ideas.”
Want to know more about these can’t miss products? We’ve got the scoop on the entire line below. You might even find one of the first two in your August Glam bag, so keep an eye out.
Perfect for oily skin types (but great for all), this derm-tested gel formula keeps skin hydrated and healthy with tiger grass extracts and ceramides. "Lite Sauce is my favorite daily moisturizer and the best to prep your skin for makeup,” says Addison. “It quickly absorbs into your skin and has great ingredients to keep you hydrated and balanced."
Prime, set, and refresh your makeup—whenever, wherever—with this triple-action face mist. It’s infused with aloe and tiger grass extracts to help calm and soothe stressed-out skin, lavender and rose waters to help tone and brighten, and sodium hyaluronate to lock in hydration. “I love both setting sprays and face mists, and I wanted to create a clean 3-in-1 mist for all the ways I love to mist,” says Addison. “One Hit has an amazing scent and leaves skin glowing.”
Medium-to-full coverage with a barely-there, lightweight feel? Sign. Us. Up. This multitasking concealer (it comes in 20 shades ranging from fair to deep) can tackle redness and dark circles...all without ever creasing, caking, or fading. Plus, it’s even great for disguising angry breakouts, too. The non-comedogenic formula is dermatologist tested to be safe for oily and acne-prone skin.
One glance at Addison’s Instagram feed or TikTok videos will reveal her epically long lashes (yes, they’re natural). But if you aren’t as genetically blessed as Addison, this lengthening mascara will help you get there. The micro wand helps reach and coat every single lash, even those tiny inner corner ones, and the formula contains lash boosters, like glycerin and castor and coconut oils. “If I were on a deserted island, this is the one ITEM (haha!) I would take with me,” says Addison. “It’s a game changer.”
This moisturizing lip oil offers all the best qualities of a lip balm and gloss (high shine and nourishing feel) without any of the downsides (goodbye sticky mess!). And you won’t need to worry about finding your perfect shade. The sheer rosy hue is universally flattering. “It smells amazing, and I honestly find myself putting it on all day long because it’s just that good,” says Addison.
If long lashes aren’t what first comes to mind when you think of Addison, chances are it’s her gorgeous full eyebrows. So you know she’s not messing around when it comes to formulating a brow product. This dual-ended brow pencil, which comes in four shades, is smudge-proof, sweat-proof, and best of all, foolproof.
Sculpt and glow all in one with this bronzer-and-contour cheek palette. It comes in two shades: Mood Vibez for light to medium skin tones and BC Off Topic for dark to deep skin tones. Not only are the powders super smooth and blendable, but they’re also infused with skin-soothing hemp seed oil, tiger grass extract (a.k.a. cica), and sodium hyaluronate (a form of hydrating hyaluronic acid).
Instagram filters, who? These travel-friendly blurring powders (they come in four shades: In the Clear, Straight Fire, Tope, and The Tea) make your skin look retouched IRL. One swipe instantly blurs the look of imperfections and pores, smoothes uneven texture, and leaves skin with a silky matte texture. Use it to set your makeup in the morning, or stash the tube in your purse for on-the-go touch-ups.
Complicated eyeshadow looks go against ITEM BEAUTY’s easygoing vibe, which is where these hydrating liquid eyeshadows come in. Every shade, ranging from champagne and copper to metallic purple, goes on easily with your fingers, then stay put all day with zero creasing. See it in action with one of the new shade drops, Heart Drop (a shimmery rose) or Say Halo (a vibrant gold). Swipe on one coat for sheer, everyday shades, or layer on another coat or two for high-impact color.
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