Everything we know about the latest Gen-Z beauty brand

While popular video sharing app, TikTok, is currently all over the news due to threats of a ban from US President Donald Trump, it seems the platform – which already greatly impacts the music world – has now set its sights on the beauty industry as a new resource for beauty lovers.

In fact, Addison Rae, best known for her ever-growing TikTok fame, is another TikTokker who is making the jump from the video sharing app – all the way to the beauty world.

The 19-year-old has co-created her own brand, Item Beauty (a play on the phrase ‘we’re an item’) with Madeby Collective, a brand incubator and sister company to beauty subscription service, Ipsy. The joint venture is set to launch online on August 11, kicking off with the official release of six makeup products – a mascara, a jelly eye shadow, a brightening powder, a brow definer, a lip oil and a contour duo.

Madeby Collective general manager and senior vice president, Jennifer Gosselin told WWD the partnership came to life following a data dive into Ipsy’s member base.

“We looked at how Gen-Z customers are being served – or not served – by the brands in the market and the opportunities to speak to them,” she said. “What we found is that there is an opportunity for a brand based in authenticity, self-love, empowerment. What’s inspiring about [Gen-Z] is the idea that they want to enhance what they have versus trying to hide or cover it up. We looked to see who embodied that.”

Rae, who boasts a hefty 53.7 million TikTok followers, already has a merchandise line and co-hosts a podcast with her makeup artist mother. And although she has already been involved in one-off collaborations with makeup brands, Item Beauty is the her first beauty company.

“I’ve been around makeup for so long, I knew exactly what I was looking for in a product and valuing self-expression and using these products to enhance your features,” Rae said. “I wanted to create a brand that supports individuality in a very real and authentic way.

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. It’s about embracing all your imperfections because they all play a part in what makes you truly unique."

Item Beauty will be available direct-to-consumer on Itembeauty.com from August 11, and eventually in Ipsy’s Glam Bag.