Addison Rae to launch a “science-based” line of fragrances
The mood ring of perfume
By Briar Clark
BEAUTYcrew Content Producer / November 02 2021
Addison Rae may be a full-time TikTok sensation, but when she’s not coming up with viral dance routines and showing us a full range of emoji-inspired facial expressions, the 21-year-old likes to dabble in the beauty sphere.
She’s already capitalised on the fact that she has otherworldly lashes with the LashSnack Mascara (unfortunately not available downunder as of yet), and now Rae is turning to the world of fragrance with a line of mood-changing ‘clean’ perfumes, with the help of manufacturer Hampton Beauty.
In an interview with WWD, Lori Mariano (managing partner of Hampton Beauty), explained that Rae is providing a fresh take on fragrance: “She wanted not only for her audience and fans to smell good, she wanted them to feel good.”
“Her whole concept was ‘how do we take fragrance to a different approach?’ The Gen Z audience wants you to do something a little different than the norm,” Mariano went on to say. “This answers that question for them.”
The AF collection utilises mood-enhancing fragrance notes to create three distinct moody experiences for the wearer (Chill AF, Happy AF and Hyped AF) with more fragrances to be released every four to five months.
“We want to build a portfolio of scents for Addison and constantly bring in new and exciting scents, packaging, all of that,” Mariano explained to the publication.
“The ingredients were put in front of respondents, and they read the reaction to the scent, and it affects the part of the brain that has to do with emotion,” Mariano elaborated. “If the calming part of the brain was affected, those ingredients became [Chill AF]. It’s completely science-based. We thought it was such a fun and new way to approach fragrance.”
And the innovations don’t stop there. In fact, the packaging itself is pretty nifty, boasting heat-sensitive tech which means the 30mL bottles change colour with the temperature of their environment.
“It’s like a mood ring, it’s something that’s never been seen before,” explained Rae.
The clean brand has also committed itself to utilising upcycled materials and ‘green’ formulations to create the water-based, alcohol-free scents, which promise long-lasting, hydrating fragrance that can be used on hair or skin.
As might be expected, Rae is set to use TikTok’s new shopping platform to distribute the AF collection; “Addison is so popular there,” explained Mariano.
“Addison will do a lot of social marketing, digital marketing, and we’ll drive to the website as best we can,” she went on to say.
“Because I’m a part of Gen Z and most of my audience is Gen Z, I have a pretty good sense of what they like,” Rae said.
Keen to catch a whiff of the AF Collection when it drops? You can sign up to receive exclusive updates of the launch at the official Addison Rae Fragrance website.
Want to know what the TikToker’s beauty routine looks like? These are all the makeup products Addison Rae uses on the daily.
Main image credit: @addisonraee