Item Beauty

Item Beauty is a Gen Z-focused makeup and skincare brand co-founded by influencer Addison Rae in partnership with Madeby Collective. Known for playful, multi-use products like the Lash Snack Mascara and Air Hug Concealer, the brand emphasizes clean, vegan, and cruelty-free formulations. Item Beauty targets consumers looking for effortless, everyday beauty with a fun, inclusive vibe. It’s especially popular with younger audiences for its accessible price point, social media presence, and trend-conscious branding.