In the last week or so, we've seen the announcement of Morphe 2 By Morphe, fronted by Dixie and Charli D'Amelio, and now we have the announcement of Item Beauty. Item Beauty is the new beauty brand owned by Addison Rae. Addison Rae is a TikTok superstar with over 52 million followers, and is obviously massively popular.
It's going to be the start of lots of social media stars starting their own brands, as it's the perfect time for them to capitalise on their popularity and strike while the iron is hot.
So far, Item Beauty have set up their website and an Instagram account, and that was all that they had shared, but we now have a launch date and an idea of all of the products within the Item Beauty collection.
The images shared on their Instagram page are all orange and lilac, so it looks like they're going to the brand colours.
Addison Rae's new beauty brand is launching on the 11th of August, and will be launching with five or six products – it hasn't been confirmed for definite just yet (they have now been confirmed and are listed below). But you can see that there's going to be the Item Beauty Lash Snack Lengthening Mascara, which looks to have quite a unique, short brush that looks super promising.
The product range includes;
- Item Beauty Lash Snack Lengthening Mascara
- Item Beauty Lid Glaze Hydrating Jelly Eyeshadow
- Item Beauty Powder Hour Brightening Powder
- Item Beauty Cheek Money Bronzer Duo
- Item Beauty Lip Quip Lip Oil
- Item Beauty Brow Chow Brow Definer
Whenever anything else is revealed ahead of the full launch on the 11th of August, I'll share any information as and when it's revealed, but it'll be exciting to see what's coming for Addison Rae's new beauty brand.