Overview
After a week of teasing internet sleuths about her new brand – even creating an Instagram account called wtfisalixdoing – Alix Earle has launched an acne-positive skincare business called Reale Actives.
Earle came to prominence in 2023, as a self-styled “hot mess”, whose confessional and chaotic beauty tutorials saw her followers grow by four million in six months. Her raw commentary about her acne journey was one of her key talking points. Things have got a little less messy since then – she’s been a finalist on Dancing with the Stars, and is a strategic investor in drink brands Poppi, GORGIE and SipMARGS – but Earle’s connection to her audience has stayed true.
In terms of positioning, Reale Actives is a Rhode-challenger and a counter-proposal to clean girl positioning. The business is backed by Imaginary, an investment fund founded by Dame Natalie Massenet which also has stakes in Skims and Glossier.
The celebrity skincare market is pretty full, but will Earle break through? Watch CORQ insights director Emilie McMeekan break down her rise.
@corq.studio @Alix Earle announced her brand Real Actives, an acne-positive skincare brand. Here’s how the influencer has grown in popularity and why she’s decided to launch a skincare company #influencerbeautybrand #influencerbrand #alixearle #skincare #influencermarketing
The Alix Earle phenomenon has created a TikTok marketing roadmap for beauty brands in Q1 2023