The speculation began when Rae posted to TikTok a video which featured her dancing against the backdrop of a city, and she wrote, “I’m working on something super exciting that I can’t wait to share with all of you! #maincharacter #wereanitem.”
Although no actual statements on the line have been made, fans managed to find an Instagram account for Item Beauty, and a number of campaign images feature the TikTok star. The account also only follows one other Instagram user, Addison Rae herself.
Teasing that more news wouldn’t come until August, the brand also hinted that any released items would be focused on clean beauty. The Instagram account also leads to a website for Item Beauty. At the moment, it remains just a sign-up page for more information.