# Gen Z-Created Beauty Brands TikTok Star Addison Rae is Launching a Clean Brand Called ITEM Beauty By Laura McQuarrie | Published 2020-08-04 | Life-Stages Source: Trend Hunter, https://www.trendhunter.com/trends/item-beauty References: [prnewswire](https://www.prnewswire.com/news-releases/tiktok-star-addison-rae-launches-item-beauty-301104293.html) Addison Rae Easterling, better known as Addison Rae on [TikTok](https://www.trendhunter.com/trends/gen-a-z-hub), is one of the most-followed people on the short-form mobile video app and appeals to [Gen Z](https://www.trendhunter.com/trends/sugar-cosmetics-1) 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](https://www.trendhunter.com/trends/mane-haircare-products) 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." Image Credit: Madeby Collective ## Trend Insights (Trend Hunter) - Score: 4.1/10 - Popularity: 48% | Activity: 65% | Freshness: 9% - Audience gender: 10% men, 90% women - Primary generations: Gen Z - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Life-Stages](https://www.trendhunter.com/life-stages) > [Youth](https://www.trendhunter.com/youth) ## Key Themes ### What's Driving This Trend - **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. - **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. - **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. ### Who This Affects Most - **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. - **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. - **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. ## Related on Trend Hunter - [Gen Z Cosmetic Brands](https://www.trendhunter.com/trends/sugar-cosmetics-1.md) - [Youth-Safe Skincare Hubs](https://www.trendhunter.com/trends/gen-a-z-hub.md) - [Influencer-Approved Beauty Brands](https://www.trendhunter.com/trends/point-of-view-beauty.md) - [Sensorial Beauty Brands](https://www.trendhunter.com/trends/playful-fragrances.md) - [Teen-Friendly Cosmetic Lines](https://www.trendhunter.com/trends/teen-line.md) - [Attention-Grabbing Acne Tubes](https://www.trendhunter.com/trends/pure-daily-care.md) - [Next-Gen Moisturizing Cosmetics](https://www.trendhunter.com/trends/super-boost.md) - [Co-Branded Beauty Albums](https://www.trendhunter.com/trends/nyxtape.md) - [Solid Skincare Keychains](https://www.trendhunter.com/trends/purepeak.md)