Addison Rae has a busy career in front of her. Just recently, news broke out that she is the face of her own beauty brand. Aside from her brand, there is something that sets her brand apart from others. Here’s what you need to know about Item Beauty.
What is Item Beauty?
Item Beauty is Addison Rae Easterling’s new brand in partnership with Madeby Collective. For the uninitiated, Madeby Collective is a brand incubator which uses its sister company, Ipsy’s data to develop products for its consumers.
Madeby was previously known as Ipsy Labs. They used the data from Ipsy, their sister brand to get an idea of what makes Gen-Z’s tick. Their data pointed out towards Addison’s direction.
Face of Gen Z Beauty
As we’d recall, Addison Rae Easterling is one of the most popular Tik Tok content creators to date. She currently has 56 million fans on Tik Tok with total likes of over 3 billion. In an interview with Madeby, Senior VP Jennifer Gosselin told Business Insider that Addison embodied the traits that they were looking for. She said:
“We immediately gravitated towards Addison as we started to better understand what makes Gen Z tick,” Madeby senior VP Jennifer Gosselin said. “She has this contagious confidence and optimism, that combined with her resilience and self-acceptance, I think that’s why she’s connected with so many people.”
Addison’s long-tern plan includes launching her own beauty line. She wishes to rise above the partnerships and establish her own brands which would allow her fans to share the same sentiments as her when it comes to beauty. According to her, she really connected with how Madeby marketed themselves to her. She said:
“They approach beauty the way I do in that it’s about self-expression and self-acceptance, and not about achieving some level of perfection,”
Data-Driven Beauty Products
Madeby manufactures their products based on the data that their sister company, Ipsy has gathered from the consumers. As we could recall, Ipsy is a beauty brand and subscription service. Using data from some 25 million consumers worldwide, they are able to use data to tailor products for their consumers.
Addison was also all hands on deck during the development process. She had her hand in all components of the project. She ensured that the ingredients will be all-natural and the overall branding will be an embodiment of what she believes in.
Addison and WME team are looking for more long-term partnerships instead of once-in-a-lifetime deals. They are currently focusing on her brand and products with her face plastered on it.
If you want more juicy stories on popular Tik Tok content creators turned entrepreneurs, read here about these two influencers who established their own energy drink.
Opinions expressed by AsianBlurb contributors are their own.
Zakary Kelley is a technology reporter for Business Blurb covering social media and the digital products that are changing our lives.
