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TikTok star Addison Rae is joining “the Gen-Z influencer brand wave.”

Aug 07 2020

TikTok star Addison Rae is joining “the Gen-Z influencer brand wave.” With the help of brand innovation incubator Madeby Collection, Addison Rae (a former Hype House member and influencer who has 54 million followers, and is known for posting viral dance challenges) launched Item Beauty where she will serve as the co-founder and CEO. Targeting Gen Z, the new clean beauty brand will feature products like mascara, eyeshadow, brightening powders, bronzer duos, lip oils, and brow definers. According to Rae, she wanted to create a brand that “supports individuality in a very real and authentic way.” The TikTok star has certainly been having a moment: Recently, she signed an exclusive deal with Spotify to launch “Mama Knows Best,” a podcast that she will be hosting with her mother. (PRNewswire, Glossy, Variety)