‘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’

TikTok star Addison Rae has announced the launch of her new clean beauty line that “promises to redefine beauty norms by instilling confidence, self-love and self-expression.”

The ITEM Beauty range made in partnership with brand innovation incubator Madeby Collective features six cruelty-free, vegan-friendly essentials and is thoughtfully developed for Gen Z consumers with “bold, fuss-free packaging and unexpected product forms.”

According to the brand, every formula is packed with clean, science-backed ingredients and is free of parabens, phthalates, talc, and mineral oil.

The products in the debut collection retail between $12-$22 and include: Lash Snack lengthening mascara, Lid Glaze hydrating jelly eyeshadow, Powder Hour brightening powder, Cheek Money bronzer duo, Lip Quip lip oil and Brow Chow brow definer.

‘Real and authentic’

“I wanted to create a brand that supports individuality in a very real and authentic way,” said co-founder and Chief Innovation Officer Addison Rae.

“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.”

‘Thrilled’

“We are thrilled to be working alongside Addison. She is an expert storyteller, an inspirational social media pioneer, and she has an uncanny ability to captivate and mobilize a community,” said Jennifer Gosselin, General Manager of Madeby Collective.

 “As the brand’s Co-Founder and Chief Innovation Officer, Addison is not just the face of ITEM, she is the driving creative force behind every product concept and campaign that we bring to market.”

ITEM Beauty will be available on ITEMBeauty.com from August 11th.

• Read: Rihanna’s Fenty Skincare brand launches unisex vegan products

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Mohsina Dodhiya

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