Courtesy of Item BeautyĮasterling, who worked across the entire launch - from product selection and names to packaging and branding - shared with NYLON that the pared back selection is a reflection of her own beauty evolution throughout the last couple of years. L to R: Cheek Money, Lash Snack, Lip Quip, Brow Chow, Lid glaze, powder hour. Item also puts a big emphasis on clean ingredients (something Easterling admittedly didn't know too much about before working on the brand), certifying each and every product as cruelty-free, vegan, and dermatologist-tested, as well as being formulated without parabens, phthalates, or mineral oil. There's Lash Snack ($14), a lengthening mascara that promises not to flake or smudge, formulated with nourishing and conditioning ingredients like castor and glycerin Lip Quip ($12), a glassy, moisturizing lip oil with a slippy texture and barely-there pink tint Brow Chow ($14), a dual-ended brow pencil and definer with a unique shaping brush Lid Glaze ($14), a water-based sheer jelly eyeshadow Cheek Money ($16) a softening bronzer-contour duo and Powder Hour ($22), a translucent blurring powder that comes compact in a brush. The brand's initial offerings span today's basics (see: a sheer liquid eyeshadow), each with a fun name, and packaging that's fresh but not over the top. Growing up as a competitive dancer, we've kind of always done the lips, and the eyelashes for performances, so it was always something I was comfortable with, and being presented a chance to be a co-founder of Item Beauty just made perfect sense for me." "She was always in makeup, and I've always been around makeup. "My mom was actually a makeup artist when I was little," she tells NYLON over a Zoom call. The palpable draw of Item Beauty is that it's as low maintenance as you want it to be - and that you don't need to know how to do makeup to use it to its fullest potential. Sure, Easterling has never been a full-on beauty influencer, but that's kind of the point. It checks all of the Gen-Z boxes - from its clean, vegan formulas and affordable price point to its emphasis on self-expression and retro filter-like branding - without feeling like a room of 30-somethings were trying to figure out exactly what those boxes are. Together with brand innovation incubator Madeby Collective, Item Beauty officially launched on August 11, offering a debut lineup of reimagined essentials that will still have you looking like you, all under $25. But maybe it's that fact, among others, that makes Easterling just the right person to be in this position. It's a lot for anyone to have on their plate, especially for a 19-year-old, and even more so for one who was living a dramatically different life as an average college freshman just a year ago. That's at least the case for Item Beauty, the newly-launched clean cosmetics brand capitalizing on its proximity and genuine understanding of Gen-Z, thanks in large part to its co-founder and chief innovation officer, TikTok phenomenon Addison Rae Easterling.įollowing on the heels of her first major fashion campaign with American Eagle, as well as the release of Mama Knows Best - a new weekly Spotify podcast she hosts with her mom, Sheri Nicole - word that Easterling was set to launch a beauty brand came in swirls on social media as teases and hashtags began to trickle in this summer. While the validity of those claims can (and should) be up for debate, there are some that are easier to believe in. In 2020 alone, hundreds of new brands have entered the arena, claiming to fill a space in the market that no one has before. That's a fact, and has been one for years. Otherwise it's pretty smudge-free and you can guarantee it staying sturdy all day long.The beauty industry is crowded. It dries very quickly on application, so if you do want to blend, go quick. It’s fun, compact, with a wide and sturdy wand that makes application so easy, as you can apply it sideways for a more precise thinner line across the lash line, or front ways for packing the product onto the centre of the lid. On first impressions I love the packaging. I enjoy glitter, but more so from a distance, AKA, not on me, so it's fair to say that I was a little hesitant to try this Lid Glaze. I like a simple but slick cat eye and every once in a while I'll add some brown eyeshadow to contour my eye socket for a splash of sultry smokeyness. "I’ll be honest, when it comes to the eye department, I’m not the most adventurous.
0 Comments
Leave a Reply. |
AuthorWrite something about yourself. No need to be fancy, just an overview. ArchivesCategories |