This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
Addison Rae started her influencer career in 2019 by uploading videos of herself dancing to TikTok. Millions of followers later, Rae has since tapped into multiple industries, including acting and singing, to showcase her talents. In 2021, she made her acting debut in Netflix’s “She’s All That” and released her first music single, “Obsessed.” As a Gen-Z star, Rae felt compelled to create a brand that resonated with her generation and reflected authenticity. As a result, ITEM beauty was born in 2020. The makeup and skin-care brand aims to emphasize one’s natural beauty.
Who: Addison Rae (Item Beauty)
What are you known for & how did you get your start?
I started recording TikTok videos in 2019 just for fun. I grew up dancing so TikTok was a fun platform I could use to try out new dance styles. Since gaining a following, I made my acting debut in ‘She’s All That’ in 2021 and released my first single, ‘Obsessed.’
What’s the brand: Makeup and skin care
Find it: Itembeauty.com & Sephora, Sephora.com
Why did you decide to bring a brand into this crowded marketplace?
I wanted to create a brand that represented my generation with products that are clean, fun and easy to use.
Ad position: web_incontent_pos1
What makes the brand different?
It’s made for those who are looking to start a routine and do not know where to start. There are so many products on the market with hundreds of shades and ingredients to choose from, which can be super intimidating. When developing ITEM, I wanted to create a simple process for taking care of your skin and applying an easy and quick makeup routine.
Best seller: Lash Snack
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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