Brand innovation incubator Madeby Collective is launching ITEM Beauty in partnership with TikTok star Addison Rae, the brand's co-founder and Chief Innovation Officer. ITEM is a dermatologist-tested, clean beauty brand.
"I wanted to create a brand that supports individuality in a very real and authentic way," says 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."
ITEM Beauty products are thoughtfully developed for Gen Z consumers with bold, fuss-free packaging and unexpected product forms. Every formula is packed with clean, science-backed ingredients and is free of parabens, phthalates, talc, and mineral oil. The debut collection will feature six cruelty-free, vegan-friendly essentials including: 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. Note that all Lid Glaze shades are vegan except “Sunday, 3am" and the Cheek Money light shade is vegan, but the darker shade is not.
ITEM Beauty will be available on ITEMBeauty.com starting August 11th, and will be sampled through Madeby Collective's sister brand IPSY, the largest beauty membership in the world, via its iconic Glam Bag beginning this September.