GEN Z LOWDOWN
TikTok star Addison Rae’s Item Beauty joins Gen-Z influencer brand wave
Despite the weekend’s TikTok ban scare, mega-influencer Addison Rae Easterling’s new beauty brand Item Beauty is joining the rapidly growing group of TikTok influencer brands.
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Despite the weekend’s TikTok ban scare, mega-influencer Addison Rae Easterling’s new beauty brand Item Beauty is joining the rapidly growing group of TikTok influencer brands.
- Launched in partnership with brand incubator and Ipsy sister company Madeby Collective, Gen Z-focused Item Beauty was officially announced on Monday after being teased on Easterling’s social media accounts the week prior. Beginning with a collection of six makeup products, Item Beauty will be exclusively sold on its own DTC site starting on August 11 and will be featured in Ipsy’s Glam Bag starting in September.
- “The speed with which these influencers have grown is certainly unprecedented,” said Ryan Detert, the CEO of influencer marketing platform Influential. “Someone could gain 10 [million] to 20 million followers in a few weeks if they go viral. It’s a very viral platform.”
- Using data from Ipsy, the brand promotes elements intended to appeal to Gen Z, including clean, vegan, natural and dermatologist-tested ingredients, and a message of self-acceptance. The brand also uses Gen Z-friendly lingo for its products, such as the Lash Snack mascara with a tagline of, “Hangry lashes? We’ve got a snack for that.”
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