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Addison Rae, Kourtney Kardashian’s friend, launches a beauty brand

Kim Kardashian and Kylie Jenner face serious competition in the beauty industry – in the form of their sister Kourtney’s new best friend, 19-year-old TikTok star Addison Rae.

Louisiana-born Addison, the second most followed star on TikTok with a whopping 53.8 million followers, has followed in the footsteps of Kim and Kylie by taking a step into the cosmetics industry and launching her own clean beauty brand , ITEM Beauty, after weeks of delirious fan anticipation.

The brand, Addison, whose real name is Addison Easterling, has been teasing on TikTok and Instagram since mid-July, and will release its debut six products on August 11 – revealing that the teen was using her competitive dancer background and expertise from her makeup artist, mother Sheree, to make the line-up.

Something new: TikTok star Addison Rae just launched her own clean beauty brand, ITEM Beauty, which she unveiled Monday

Something new: TikTok star Addison Rae just launched her own clean beauty brand, ITEM Beauty, which she unveiled Monday

New kid on the block: The 19-year-old, whom Kourtney Kardashian considers a close friend, is the brand's co-founder and Chief Innovation Officer

New kid on the block: The 19-year-old, whom Kourtney Kardashian considers a close friend, is the brand's co-founder and Chief Innovation Officer

New kid on the block: The 19-year-old, whom Kourtney Kardashian considers a close friend, is the brand’s co-founder and Chief Innovation Officer

Unique: Addison explained that she wants the brand to 'support individuality' and 'enhance, not mask' people's characteristics.

Unique: Addison explained that she wants the brand to 'support individuality' and 'enhance, not mask' people's characteristics.

Unique: Addison explained that she wants the brand to ‘support individuality’ and ‘enhance, not mask’ people’s characteristics.

“I wanted to create a brand that supports individuality in a very real and authentic way,” Addison said of her latest venture.

ITEM approaches beauty the same way I do. I want to be able to put something on my face that I can feel good about – clean products with ingredients that are good for my skin and improve my facial features, not mask them.

“It’s about embracing all your imperfections, because they all play a part in what really makes you unique.”

As part of its first launch, the brand has unveiled six budget-friendly products, all of which Addison – in its role as co-founder and chief innovation officer – had a hand in creating, all of which are formulated with clean, cruelty-free ingredients.

In other words, no harmful additives such as parabens, phthalates or mineral oils.

There’s the Lash Snack Extending Mascara ($ 14), the Lid Glaze moisturizes jelly eyeshadow ($ 14), the Powder Hour brightening powder ($ 22), Cheek Money bronzer duo ($ 16), Lip Quip lip oil ($ 12), and the Brow Chow brow definer ($ 14).

The launch of the beauty brand comes at an incredibly interesting and exciting time for the teen – who recently left Louisiana State University after just a few months to continue her career as an influencer.

Debut: The brand's six debut products go on sale on August 11, with Addison revealing that they are all formulated with clean, cruelty-free ingredients

Debut: The brand's six debut products go on sale on August 11, with Addison revealing that they are all formulated with clean, cruelty-free ingredients

Debut: The brand’s six debut products go on sale on August 11, with Addison revealing that they are all formulated with clean, cruelty-free ingredients

Personal: ‘ITEM approaches beauty the same way I do. I want to put something on my face that I can feel good about, “Addison said

Debut: The first products to be launched by the brand include the Lash Snack Extending Mascara ($ 14), the Lid Glaze Moisturizing Jelly Eyeshadow ($ 14) and the duo Cheek Money Bronzer ($ 16), Lip Quip Lip Oil ( $ 12), and the Brow Chow Eyebrow Specifier ($ 14)

Debut: The first products to be launched by the brand include the Lash Snack Extending Mascara ($ 14), the Lid Glaze Moisturizing Jelly Eyeshadow ($ 14) and the duo Cheek Money Bronzer ($ 16), Lip Quip Lip Oil ( $ 12), and the Brow Chow Eyebrow Specifier ($ 14)

Debut: The first products to be launched by the brand are the Lash Snack Extending Mascara ($ 14), the Lid Glaze Moisturizing Jelly Eyeshadow ($ 14) and the Lip Quip Lip Oil ($ 12)

The rest: Other ITEM products include the powder hour brightening powder ($ 22), Cheek Money bronzer duo ($ 16), and the Brow Chow brow definer ($ 14)

The rest: Other ITEM products include the powder hour brightening powder ($ 22), Cheek Money bronzer duo ($ 16), and the Brow Chow brow definer ($ 14)

The rest: Other ITEM products include the powder hour brightening powder ($ 22), Cheek Money bronzer duo ($ 16), and the Brow Chow brow definer ($ 14)

While the future of TikTok in the US remains in the air after President Trump announced plans to shut it down, Addison has helped build a career – and celebrity status – away from the app that first brought her brought to stardom.

A few weeks ago, the teenager launched a new Spotify podcast with her mom, Sheree, just days before she was revealed as one of the newest faces of American Eagle.

Then, of course, there’s her newfound friendship with reality TV sensation Kourtney, 41, who first sparked a rage of interest when the pair began uploading TikTok videos together a few months ago.

Since then, the Addison and Kourtney have been regularly portrayed together, from paparazzi shots at Nobu to sweet Instagram snaps taken at Keeping Up With the Kardashians’ home.

While it’s not known how their friendship was first formed, it seems from the outside that Addison has quickly become part of the family – by filming TikTok clips with Kourtney’s kids, as well as her ex Scott Disick, a move that led to some wondering if Addison and Scott might be dating.

Kourtney quickly closed that rumor and posted an image of himself and Addison laughing and joking along with the sarcastic caption, “My husband’s girlfriend and I exchange stories.”

But away from the bright brilliance of the public spotlight, Addison says Kourtney and her family have been a huge source of ‘inspiration’ for her.

Close buddies: Addison has had a close friendship with 41-year-old Kourtney in recent months and has hung out with the reality star a number of times

Close buddies: Addison has had a close friendship with 41-year-old Kourtney in recent months and has hung out with the reality star a number of times

Close buddies: Addison has had a close friendship with 41-year-old Kourtney in recent months and has hung out with the reality star a number of times

Jokers: It was even rumored that the TikTok star was in a relationship with Scott Disick - speculation that Kourtney quit on a snappy Instagram wearing matching Dani Michelle x Missguided shirts

Jokers: It was even rumored that the TikTok star was in a relationship with Scott Disick - speculation that Kourtney quit on a snappy Instagram wearing matching Dani Michelle x Missguided shirts

Jokers: It was even rumored that the TikTok star was in a relationship with Scott Disick – speculation that Kourtney quit on a snappy Instagram wearing matching Dani Michelle x Missguided shirts

Lighthearted: In several of their collaborative clips, the pair poke fun at scenes from Keeping Up With the Kardashians

Lighthearted: In several of their collaborative clips, the pair poke fun at scenes from Keeping Up With the Kardashians

Lighthearted: In several of their collaborative clips, the pair poke fun at scenes from Keeping Up With the Kardashians

“I had such a great time with Kourtney and meeting the family,” Addison said E! Online while promoting ITEM Beauty.

“They are all such lovely people who genuinely care about each other. That just inspires me continuously.

“They all have such a great bond that I always appreciated in my family, so it really makes me love them even more as people, because not everyone gets to see every second.

Superstar: Addison has recently been named as the new face of American Eagle

Superstar: Addison has recently been named as the new face of American Eagle

Superstar: Addison has recently been named as the new face of American Eagle

“It really shows you how real they are. It’s not all just for the show, it’s how they really are. ‘

While Kourtney has not yet publicly approved Addison’s new brand, the clean products certainly fit the healthy lifestyle that the reality star is promoting through her website Poosh.

As for creating the formulas for the brand – which is a collaboration between Addison and Madeby Collective – the teenager says the process came naturally to her, since she had been “ using makeup since she was a little girl. ”

“My mom was a makeup artist and I was a competitive dancer,” Addison said Elle.

“So for gigs we put the lipstick and the lashes together. So I’ve always been around makeup and super comfortable with it.

“I think it has been a dream for me to be able to bring something I’ve always loved, but in my own way and vision.

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