Item Beauty
Mid-Range“Addison Rae's clean, cruelty-free Sephora line.”
Item Beauty was launched in August 2020 by TikTok creator Addison Rae together with Madeby Collective, the beauty incubator behind Versed and Naturium. Rae serves as co-founder and chief innovation officer of the brand, which was built around a clean-beauty thesis: 100% vegan, cruelty-free, dermatologist-tested, and formulated with botanical, plant-based actives in place of the parabens, sulfates, and synthetics common in mass-market teen makeup. The name "Item" refers to the idea that the wearer and her makeup are "an item together," reframing color cosmetics as self-expression rather than transformation.
The debut SKU set — Lash Snack mascara, Lip Quip lip oil, Brow Chow brow gel, Lid Glaze cream shadow, Cheek Money cream blush, and Powder Hour pressed powder — was priced from $12 to $22 and aimed squarely at the Gen Z TikTok audience. Item Beauty launched at Sephora in August 2021 a year after its DTC debut, joining a small group of influencer-founded clean-beauty brands that successfully crossed into prestige retail. The brand has stayed in the same core categories rather than aggressively expanding the SKU list.
Known For
Flagship Products
- Lash Snack Lengthening Mascara
- Lip Quip Smoothing Lip Oil
- Cheek Money Cream Blush
- Lid Glaze Cream Eyeshadow
- Brow Chow Brow Gel
Brand Philosophy
Clean, vegan, cruelty-free makeup for the TikTok generation — dermatologist-tested, plant-based actives, priced for teens but stocked in prestige.
FAQ
For Brands & Creators
UnverifiedPublic collaboration and press contact channels for Item Beauty. Researched from official brand sources — always confirm before sending.
- Website
- www.itembeauty.com
- Sold at
- Sephora USBrand.com
- Social
BRAND EFFECTIVELY DORMANT/DISCONTINUED. Item Beauty (founded 2020 by Addison Rae via Madeby Collective/Ipsy) ended Sephora exclusivity in 2023 and is widely reported as discontinued by 2023. Instagram @itembeauty shows 251K followers but 0 posts (account archived). itembeauty.com redirects to Ipsy. No active brand-domain contact email could be verified; Ipsy's customer service would be the closest active route (Personalized Beauty Discovery, Inc.). Cannot verify a current 'press' or 'customer service' email specific to Item Beauty. Brand dormant — Item Beauty was dropped by Sephora in Jan 2023 and Madeby Collective wound the brand down by mid-2023 per Beauty Independent / WWD. No active press or collab email. Parent BFA Industries (IPSY + BoxyCharm + Madeby Collective) routes via contact form at ipsycorporate.com/contact; email format [email protected]. Brand on hiatus since 2023 per Addison Rae announcement. No public affiliate program currently active. Addison Rae brand; Sephora US exclusive