THE WHAT? TikTok star Addison Rae has teamed up with beauty incubator and Ipsy sister company Madeby Collective to co-create a new cosmetics company, named Item beauty.
THE DETAILS According to a report by WWD.com, the joint venture comprises six make-up products, and will launch on 11th August.
The products include a mascara, jelly eye shadow, and a brightening powder, and will be available D2C on itembeauty.com.
With the partnership being established due to a data dive on Ipsy’s member base, the collection will no doubt appeal to Rae’s 53 million TikTok followers.
Rae stated, “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.”
THE WHY? The new brand has been created with the Gen Z consumer in mind, with Jennifer Gosselin, General Manager and SVP of Madeby Collective, explaining to WWD.com about the need for authenticity and self empowerment.
She said, “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.
“What we found is that there is an opportunity for a brand based in authenticity, self-love, empowerment. What’s inspiring about [Generation 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.”