From TikTok To Cosmetics: Addison Rae’s New Beauty Line Announced Amidst Talks Of TikTok Ban
She’s 19. She has over 53.8 million followers on TikTok. And she’s soon to join the likes of Rihanna and Lady Gaga in the makeup world.
After getting Tiktok on a whim while babysitting a group of middle schoolers, Addison Rae Easterling is now one of the most followed content creators on Tiktok, with a cult-like following the size of Myanmar’s population on the app, half of that (24.6 million) on Instagram and 3 million fans on YouTube. But, amidst recent news that Trump is looking to ban the popular Chinese owned app, is the question: what are all these TikTok content creators going to do now? Following the news, Easterling – who dropped out of Louisiana State University to pursue a full-time influencer career – posted a video of herself pretending to knock on the college’s doors to let her back in. But it looks like she won’t have to worry just yet – not with the announcement of the launch of her own cosmetics line, “ITEM BEAUTY”.
Easterling is the co-founder of the brand and the “chief innovation officer”. Speaking to Elle, Easterling elaborated that that meant that she had a hands-on role in the brand’s creation of the products. She states,
I work with the team to create the brand and products focused around just loving yourself and expressing who you are. I’ve tested the products and put a lot of thought into what I love and what my audience would use and just brought a fresh perspective to clean beauty. So everything that the brand stands for is really just self-expression and self-love and confidence.”
Dropping next week on August 11 in the US, the collection is said to include mascara, jelly eye shadow, brightening powder, brow definer, lip oil and a contour duo.
Of the products, Easterling reveals to Elle that her favourite products are…
So my two favorite products are the Lip Quip, which is a really, really nourishing lip oil that I use so much and it smells so good. It’s a super shiny lip that always looks good with everything. I also love the Lash Snack because if anyone knows me, they know I’m obsessed with mascara, probably too much sometimes. But it’s really amazing and has such good ingredients like castor oil to nourish the lashes while giving them a dramatic look.”
Of course, being as influential and aware of the trends as she is, Easterling knows that what people are looking for these days are more organic, natural products. As such, Item Beauty is marketed as a “lush” and “clean” brand. With that being said, their products will include well-loved ingredients like shea butter and almond oil, as well as a few less-mainstream but equally as good) ingredients like tiger grass (which helps stimulates cell growth) and hemp seed (helps reduce fine lines and wrinkles).
The products can be purchased via their official website when they drop mid August.