Item Beauty, backed by brand incubator Madeby Collective, will launch on Aug. 11 with six products.
Addison Rae is cashing in on her TikTok fame for a cosmetics company.
Rae, a teenager who became Internet famous by sharing videos on TikTok, has co-created a beauty company with Madeby Collective, a brand incubator and sister company to Ipsy. Called Item Beauty, the joint venture will launch online on Aug. 11 with six makeup products.
Jennifer Gosselin, general manager and senior vice president of Madeby Collective, told WWD that the partnership with Rae came about following a data dive into Ipsy’s member base.