In 2020, Addison Rae, TikTok’s second most-followed individual, made a significant leap into the beauty industry with the launch of ITEM Beauty in collaboration with brand innovation incubator Madeby Collective. Slated for release next week, this line is distinctly tailored for Gen Z consumers, featuring a suite of six clean and vegan makeup products. These include mascara, jelly eyeshadow, brightening powder, brow definer, lip oil, and a contour duo, all priced between $12 and $22—a range that promises affordability without compromising on quality.
Addison’s foray into cosmetics highlights her immense social media influence, which spans 52 million followers on TikTok, 24 million on Instagram, 2.8 million subscribers on YouTube, and 3 million on Twitter (2020 data). “Addison’s deep connection with her audience makes her an ideal partner. Her narrative flair and pioneering approach to social media engagement have made her a powerful voice among youth,” commented Jennifer Gosselin, General Manager of Madeby Collective.
Addison’s role goes beyond being just the face of the brand; she steps in as Co-Founder and Chief Innovation Officer. This marks a notable development in the beauty sector, distinguishing her from other TikTok celebrities who have previously endorsed products without taking an active role in their creation and management.
The beauty landscape has seen similar movements from other TikTok notables. Charli D’Amelio, the platform’s most followed individual with over 74 million (2020 data) followers, along with her sister Dixie, who boasts more than 30 million followers (2020 data), earlier partnered with Morphe to launch Morphe 2. This range, too, is designed with Gen Z in mind and was released on Morphe.com on July 30 2020, with an upcoming availability on Ulta.com by August 2 2020.
However, ITEM Beauty sets itself apart by embedding Addison not just as a promoter but as a driving force behind the brand—her involvement in product development and strategy exemplifies a new wave of influencer-led business models in the beauty industry.
ITEM Beauty will be directly available to consumers on ITEMBeauty.com starting August 11, and through an innovative sampling strategy, it will also reach potential customers via Madeby Collective’s sister brand, IPSY, in its Glam Bag starting this September. This strategic approach ensures that Addison’s vast online community is leveraged to full effect, marrying influencer marketing with direct-to-consumer sales channels.
This entrepreneurial venture by Addison Rae underscores a shifting paradigm where influencers are not merely content creators but are emerging as significant business moguls in the industries they influence.
