Gen Z-powered beauty brand, Item Beauty, co-founded by social media personality Addison Rae, will launch at Sephora on August 19. 
 
The launch comes as the cruelty- and vegan-friendly product line celebrates its first anniversary.  
 
“It is quite literally a dream come true to announce that my brand, Item Beauty, will soon be available at Sephora,” said Rae. “I’ve loved Sephora since I was a little girl and very clearly remember spending afternoons after school browsing the aisles for new products. Sephora’s clean beauty section was really the first way I was introduced to clean beauty products and I’ve always appreciated how committed Sephora is to committing to clean brands. My hope and dream is that there are young girls who are browsing the aisles of Sephora after school, like I once was, and fall in love with Item Beauty.” 

Launched in August 2020, the Item Beauty lineup includes clean-formulated makeup essentials like Lash Snack, Brow Chow and Lip Quip. After a successful makeup launch, Item Beauty released clean skincare essentials like Fast Pass AHA Gel Cleanser, Lite Sauce Balancing Gel Moisturizer, Slick Type Cleansing Balm, and Overdew Xtra Intensive Moisturizer.

 
Made with dermatologist-tested formulas and science-backed ingredients, Item Beauty products serve effortless, clean beauty that empowers authentic self-expression with a healthy dose of self-love. 

“Sephora is excited to partner with Item Beauty and continue bringing our clients innovative products that meet all their beauty needs,” said Alison Hahn, senior vice president of merchandising, makeup and fragrance at Sephora. “With its powerful clean formulas and fresh, colorful branding, Item Beauty is a value-driven brand that seeks to promote individuality, self-love and embracing imperfections, which embodies Sephora’s longstanding values of inclusive beauty and empowerment.”