Addison Rae is cashing in on her TikTok fame for a cosmetics company. Rae, a teenager who became Internet famous by sharing videos on TikTok, has co-created a beauty company with Madeby Collective, a brand incubator and sister company to Ipsy. Called Item Beauty, the joint venture will launch online on Aug. 11 with six makeup products. Jennifer Gosselin, general manager and senior vice president of Madeby Collective, told WWD that the partnership with Rae came about following

Chances are you’ve already seen the D’Amelio sisters on TikTok. Well known for their mastery of viral dances, long lashes, and enthusiasm for content creation, 16-year-old Charli D’Amelio and 18-year-old Dixie D’Amelio have quickly become inseparable from the zeitgeist. Now, the sisters are announcing their latest venture: teaming up with Morphe to launch a new sub-brand called Morphe 2. Morphe 2 aims to redefine the way makeup is marketed to young people. The collection invi

School may be out indefinitely, but on social media there’s a thriving subculture devoted to the aesthetic of all things scholarly. School, as most of us know it, came to a halt this spring. There were no graduation gatherings and no proms. No study abroad or in-person summer classes. And what will happen in September is still largely unknown. Yet in the digital world, a different kind of academic community is thriving, one where students have created a niche of their own, al

In this new world of social distancing, TikTok is having a moment among brands and influencers. Fashion brands that have already been using the platform are counting on an uptick in time spent on the app in the coming weeks as Covid-19 continues to spread. According to influencer marketing agency Obviously, engagement on TikTok increased 27% from February to March, based on data gathered from the agency’s own influencer campaigns. As a result, companies like Ivory Ella — a mi

The first time I saw the Niagara Falls sweatshirt on a young influencer type, I assumed she’d just visited … Niagara Falls. But then I saw it on another girl. And then another. And then another. I soon realized that Niagara Falls hadn’t suddenly become the preferred vacation destination of the Instagram set. It was just their preferred sweatshirt from Brandy Melville. Brandy Melville is synonymous with crop tops and tiny tanks, but the controversial one-size-fits-most store b