Is Item Beauty still an active company in 2026?

No. Item Beauty is functionally defunct. Sephora removed it from shelves in January 2023, Addison Rae's last promotional post was September 2022, and Grips Intelligence estimated itembeauty.com site revenue at just $564 for June 2025.

Did Addison Rae abandon Item Beauty?

Effectively yes. Her last promotional post for the brand was in September 2022, and by 2023 to 2026 her public activity shifted entirely to music (album 'Addison') and fashion collaborations like Marc Jacobs x Vaquera and Lucky Brand jeans, with no beauty mentions.

Why did Sephora drop Item Beauty?

Sephora removed Item Beauty from its shelves on January 11, 2023, alongside Hyram Yarbro's Selfless brand, following declining traction and Addison Rae's waning promotion after her last post in September 2022.

Who owns Item Beauty?

Item Beauty is privately held as a brand within Madeby Collective, the incubator arm of IPSY, formerly under the joint holding structure Beauty For All Industries (BFA) with BoxyCharm; it never had a standalone funding round.

Is joining Item Beauty a safe career move?

Unlikely to be viable: Item Beauty was never staffed independently, relying on shared IPSY/Madeby Collective personnel, and the brand shows no product launches or pivots reported between 2024 and 2026, per necolebitchie.com, April 2026.

What is Item Beauty's biggest competitive threat?

Item Beauty lost its main advantage, the borrowed distribution of Sephora shelf space and IPSY Glam Bag sampling, both lapsed by January 2023, while incumbents like L'Oreal, e.l.f. Cosmetics, and Revolution Beauty faced no structural barrier to outcompeting it.

Consumer brands · absorbed · United States

Item Beauty

itembeauty.com ↗

Celebrity cosmetics brand co-founded by Addison Rae, now essentially dormant.

Little protection left

Assessed 23 July 2026 · Evidence as of 23 July 2026

Not much stands between this business and its pressures.

On the recordSince 23 July 2026 · Checkable from unscheduled, watch through 2027 · Every call on the record Checkpoint: Any public statement from Addison Rae about relaunching a beauty line

The call

Item Beauty still has a working website but almost no sales, no shelf space, and no founder attention, leaving it a brand in name only.

Item Beauty was a makeup line built entirely on founder Addison Rae's fame and sold through Sephora and beauty subscription boxes. It had nothing special about its products, formulas, or customer relationships, so when Rae stopped promoting it in late 2022 and Sephora removed it in early 2023, the brand collapsed, making it trivial for competitors like e.l.f. or Revolution Beauty to take its place. The only thing that could bring it back is if Addison Rae returns to beauty and actively promotes the brand again, or if a larger company like IPSY or L'Oréal buys the name and tries to revive it.

Why

AI pressure: None apparent. AI is not what killed this brand; loss of celebrity attention and shelf space did. AI has no role in its current state. Could AI do the core job? Yes, likely.

Bigger players: Sephora, e.l.f. Cosmetics, L'Oréal. Sephora dropped Item Beauty from shelves in January 2023, cutting off its main distribution and leaving mass and prestige rivals to fill the space. Could a giant copy it? Yes, easily.

What protects it. None apparent. No retail placement, no founder promotion, and no repeat customer base remain to protect it.

What would change this call

Whether itembeauty.com remains registered and operational through 2026. Shows if the brand still exists in any commercial form.
Any public statement by Addison Rae about beauty products in 2026 or 2027. Would indicate a possible relaunch or permanent exit from the category.
Any Sephora or major retailer re-listing of Item Beauty products. Would show renewed retail distribution after the 2023 delisting.

Key numbers

Site revenue estimated at $564 for June 2025 (2025-06)
Sephora delisted the brand in January 2023 (2023-01-11)
Last founder promotional post was September 2022 (2022-09)

Named risks

Brand functionally defunct with near-zero revenue as of June 2025. Severity: high
Loss of only major retail channel (Sephora) since January 2023 with no replacement secured. Severity: high
Founder Addison Rae has fully disengaged from beauty since September 2022, pivoting to music and fashion. Severity: high
No independent staffing or funding; entirely dependent on IPSY/Madeby Collective resource allocation. Severity: medium

Rivals, as read in July 2026

Rival	Direction	Evidence
Sephora	losing to	Sephora delisted Item Beauty from shelves on 2023-01-11 after granting exclusive retail deal in Aug 2021
Fenty Beauty (Rihanna)	losing to	PYMNTS, 2023-03-20, contrasts Item Beauty's flop with Fenty Beauty's continued success
e.l.f. Cosmetics	losing to	Mass affordable clean-beauty incumbent faced no barrier to outcompete Item Beauty at similar price point
Selfless by Hyram	contesting	Both brands dropped by Sephora on the same date, 2023-01-11, facing parallel decline

Questions people ask

Is Item Beauty still an active company in 2026?: No. Item Beauty is functionally defunct. Sephora removed it from shelves in January 2023, Addison Rae's last promotional post was September 2022, and Grips Intelligence estimated itembeauty.com site revenue at just $564 for June 2025.
Did Addison Rae abandon Item Beauty?: Effectively yes. Her last promotional post for the brand was in September 2022, and by 2023 to 2026 her public activity shifted entirely to music (album 'Addison') and fashion collaborations like Marc Jacobs x Vaquera and Lucky Brand jeans, with no beauty mentions.
Why did Sephora drop Item Beauty?: Sephora removed Item Beauty from its shelves on January 11, 2023, alongside Hyram Yarbro's Selfless brand, following declining traction and Addison Rae's waning promotion after her last post in September 2022.
Who owns Item Beauty?: Item Beauty is privately held as a brand within Madeby Collective, the incubator arm of IPSY, formerly under the joint holding structure Beauty For All Industries (BFA) with BoxyCharm; it never had a standalone funding round.
Is joining Item Beauty a safe career move?: Unlikely to be viable: Item Beauty was never staffed independently, relying on shared IPSY/Madeby Collective personnel, and the brand shows no product launches or pivots reported between 2024 and 2026, per necolebitchie.com, April 2026.
What is Item Beauty's biggest competitive threat?: Item Beauty lost its main advantage, the borrowed distribution of Sephora shelf space and IPSY Glam Bag sampling, both lapsed by January 2023, while incumbents like L'Oreal, e.l.f. Cosmetics, and Revolution Beauty faced no structural barrier to outcompeting it.

Timeline

2026-04-25necolebitchie.com describes Item Beauty retrospectively as now-defunct
2025-06Grips Intelligence estimates itembeauty.com site revenue at $564 for the month (vendor-adjacent estimate)
2024-04-29BFA Industries (Ipsy plus BoxyCharm) raise reported per Happi, referencing Feb 2022 TPG Growth round
2023-03-20PYMNTS reports Item Beauty Instagram followers fell from 355,000 to 333,000
2023-01-11Sephora removes Item Beauty and Selfless by Hyram Yarbro from shelves
2023IPSY and BoxyCharm formally merge under the IPSY name
2022-09Addison Rae posts her last known promotion for Item Beauty
2022-02BFA Industries (Ipsy plus BoxyCharm) raises 96 million dollars from TPG Growth
2021-08Item Beauty secures exclusive Sephora retail partnership
2021-03-11Item Beauty debuts a skincare collection
2020-08-03Item Beauty launches, co-founded by Addison Rae and Madeby Collective

Revision history

23 July 2026

First assessed. Little protection left. The text above is fixed as of this date and is not edited afterwards.

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