Addison Rae

Addison Rae is an American celebrity fragrance brand, sold as Addison Rae Fragrance and known as the AF Collection. It was created by the TikTok personality, singer and actress Addison Rae Easterling and developed in partnership with the fragrance house Hampton Beauty [5][7]. The line is built around water-based, alcohol-free scents marketed as "mood-boosting," and it sells directly to consumers through its own website. The brand remains active, with a live site offering an expanded range of fragrances and body mists.

Most sources date the brand's founding to 2021, when the AF Collection first launched [6][7]. A later start of around 2023 has also been suggested [1]; that year corresponds only to scents added after the original trio, not to the founding of the line.

The brand carries the name of its founder, Addison Rae Easterling, who was born in Lafayette, Louisiana, in 2000 and rose to prominence on TikTok before moving into music and acting. According to the founder's account, she worked directly with perfumers to build the line around the idea that a fragrance could shape mood. She has compared the result to "a mood ring," describing it as "something that's never been seen before" [5].

Development was handled in collaboration with Hampton Beauty, the fragrance house credited as the line's manufacturing and licensing partner [5][7]. The partner has sometimes been assumed to be Scent Beauty; trade and reference coverage instead identifies Hampton Beauty [5]. The brand's own pages name no separate corporate entity beyond "Addison Rae Fragrance."

This venture is distinct from Item Beauty, a cosmetics and skincare brand the founder co-founded in 2020 and which was discontinued by 2023.

The AF Collection launched on November 4, 2021, beginning with three fragrances: Happy AF, Hyped AF and Chill AF [6]. The launch was framed around emotional response, with each scent intended, in the brand's words, to "make you feel as good as you smell." Marketing leaned heavily on the founder's social platforms, with the products sold through the dedicated website alongside TikTok and Instagram.

At launch, industry sources estimated the line would reach roughly 14 million US dollars in first-year retail sales [5]. The collection later grew from the original trio to six fragrances, adding Confident AF, Effortless AF and Passionate AF.

The line was developed and is produced in partnership with Hampton Beauty [7]. The brand site itself discloses no parent company or legal entity, presenting only the "Addison Rae Fragrance" name. No acquisitions are recorded.

The brand positions its scents as fragrance "for those who want more," summed up in the line "No compromises: it's what you deserve." A central argument is the move away from alcohol: the company frames its water-based formulas with the rhetorical question, "You wouldn't spray alcohol on your face, so why spray it on your body?" According to the brand, the formulas contain moisturizing skincare ingredients meant to hydrate the skin with each spray. The scents are described as vegan, cruelty-free, alcohol-free and suitable for sensitive skin.

Pricing sits in the accessible range, and distribution is direct-to-consumer through the brand's website, supported by its Instagram and TikTok presence.

The signature product is the AF Collection of fragrance mists, each paired with a single-word mood and a fruit-forward scent profile: Happy AF is described as "a daily dose of euphoria" built on pink lychee and grapefruit, Hyped AF as a dose of energy on pomelo and blood orange, and Chill AF as a dose of calm on crisp apple and pear blossom. The range later expanded to include Confident AF, Effortless AF and Passionate AF, with body mists and gift sets sold alongside the main scents.

Two features set the products apart in their marketing. The company says the fragrances are designed for mood, with ingredients that "scored well on emotional responses" and were assessed through what it calls "patent-pending neuroscience capabilities" [3]. The packaging is also heat-sensitive, using bottles that shift color with warmth. On sustainability, the brand states that its formulas draw on "sustainably sourced by-products from the sugar cane industry," developed through green-chemistry principles [2].

The launch drew trade and editorial coverage in 2021, including WWD, which reported the Hampton Beauty partnership and the first-year sales estimate, and Nylon, which covered the mood-boosting concept, scent notes and color-changing packaging.

The brand is active. Its official site is live and selling six fragrances along with body mists, and ships to the United States, Canada, Mexico, Brazil, Australia, New Zealand, the United Arab Emirates and Saudi Arabia. The founder remains a high-profile public figure, having released a debut album in 2025.