Addison Rae

Addison Rae Fragrances is the personal care and fragrance brand launched in 2021 by Addison Rae Easterling, one of the first TikTok creators to translate platform fame into a multi-category consumer brand. Having amassed tens of millions of followers through dance and lifestyle content, Easterling used the launch of her fragrance and body care line to demonstrate the commercial potential of creator-economy celebrity in a category traditionally dominated by entertainment and fashion figures. The fragrances are accessible in pricing, targeting the Gen Z demographic that forms her core audience, and lean toward sweet, fresh, and skin-scent accords suited to everyday wear by younger consumers. Distribution channels mirror the creator economy's infrastructure — social commerce, the brand's own website, and selective US retail partnerships. No specific perfumers are credited publicly. The brand represents the newest generation of celebrity fragrance, where the celebrity's digital platform is the primary marketing infrastructure rather than traditional media.