So, it looks like this is beauty brand announcement week on TikTok. Fresh off the news that Charli and Dixie D’Amelio are launching a new beauty brand with Morphe, another TikTok fav has thrown her hat into the cosmetics ring. The 19-year-old Addison Rae is bringing you a new beauty brand called Item Beauty.
If you’ve been paying attention, you’ll know Rae has been dropping a few subtle hints about the new line for a while. In a TikTok she posted earlier, Rae posed and smiled on a fire escape against the backdrop of a city. She also drinks a smoothie, laughs and twirls around in slow motion. “Item coming soon,” reads some text at the end of the clip. While Rae hadn’t yet mentioned a *beauty* brand at the time, as we know from every perfume ad ever, slow-motion twirling and blurry close-ups means products are coming.
“I’m working on something super exciting that I can’t wait to share with all of you!” she captioned the video, adding the tags “#maincharacter” and “#wereanitem”. The Item in question is Item Beauty, a brand that definitely looks like it’s made for Rae’s young ‘n’ fun audience.
Fans quickly found Item Beauty’s budding Instagram account, which hints at a positive, uplifting vibe for the new brand. “A dose of self love. Coming soon,” reads the account’s bio, while another post reads, “Whatever you are, be all of it.”
It’s still early days but based on one initial post, it seems like Item Beauty could be preparing to launch in August. While we’re still focusing on shopping our stash and seeing if our beauty routines can be a little more environmentally friendly, we are very intrigued to see how Rae makes her entrance to the beauty world.
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