Addison Rae Easterling, better known as Addison Rae on TikTok, is one of the most-followed people on the short-form mobile video app and appeals to Gen Z with her choreographed dances and lip-syncs, and the TikTok star is now launching a new clean beauty brand called ITEM Beauty. Madeby Collective partnered with Addison Rae on the new brand, which shares dermatologist-tested solutions and a mission to redefine beauty norms by supporting confidence, self-love and self-expression.
ITEM Beauty specifically speaks to Gen Z consumers with free-from products like the Lash Snack lengthening mascara, the Lid Glaze hydrating jelly eyeshadow and the Cheek Money bronzer duo, all of which embrace "bold, fuss-free packaging and unexpected product forms."
Gen Z-Created Beauty Brands
TikTok Star Addison Rae is Launching a Clean Brand Called ITEM Beauty
Trend Themes
1. Gen Z-created Beauty Brands - The rise of beauty brands created by and for Gen Z presents disruptive innovation opportunities for the industry to embrace inclusivity and creativity in product development.
2. Clean Beauty - The demand for clean beauty products offers disruptive innovation opportunities for the industry to prioritize ethical and sustainable practices in production and packaging.
3. Free-from Beauty Products - The popularity of free-from beauty products presents disruptive innovation opportunities for the industry to create more products that prioritize ingredients that are safe for all skin types and free from harmful chemicals.
Industry Implications
1. Beauty and Personal Care - The beauty and personal care industry should take note of the rise of Gen Z-led beauty brands to capture the attention of the young, diverse and socially conscious consumer market.
2. Digital Marketing - The rise of Gen Z-led beauty brands calls for a disruptive innovation in the marketing strategies to meet the needs of the social media-savvy consumer and build brand loyalty through authentic representation.
3. Retail - The demand for clean and free-from beauty products requires disruptive innovation in retail to provide consumers with convenient and personalized product discovery experiences that cater to their evolving preferences and values.