It was only a matter of time before Alix Earle also launched her own brand, adding herself to the long list of celebrities who have put their faces on a beauty brand name. A move that in an industry so saturated and with celebrities so powerful in asserting their presence (see Hailey Bieber with Rhode, Kylie Jenner with Kylie Cosmetics and Rihanna with Fenty Beauty, just to name a few examples) may be risky, despite the unquestioned influence Alix has shown online since her beginnings as a content creator, especially in the beauty world.
On March 31, 2026, the influencer officially launched her Reale Actives brand, after showing it off and talking about it in the preceding weeks on social media to increase hype among her followers and the beauty curious. Alix’s winning move, in fact, was not to have simply created a skincare brand and sponsored it with her face, but to have created it in response to a specific need that she told about in person on her channels. Reale Actives, in fact, was created as a brand that responds to the issue of acne: “If you know my path, you know that I struggled with acne for a long time. I tried so many products, stressed my skin, and often felt frustrated. I was always confused about which routine was the right one, and the products I used seemed boring, too clinical. That’s where Reale Actives comes in. I wanted acne skincare to be fun, sexy, and understandable, so I worked with my dermatologist Dr. Kiran Mian to develop a line of clinically tested products that have transformed my skin and my confidence,” the influencer wrote, speaking about her brand even before its launch.
A launch that exceeded expectations and creates a new case study in the world of influencer brands: as reported by Puck News, in less than five minutes after the launch, the brand reportedly reached $1 million in sales, which is more than most beauty companies make in their first year of business. By mid-afternoon, the line had already surpassed $5 million, and by 4 p.m., about 10 hours after launch, it had sold out. Those who want to buy Reale Actives now will have to wait until next month for supplies. The portal also reports that Alix reportedly presented the concept of the project two years ago to Imaginary Ventures-which is also behind Mikayla Nogueira’s beauty brand-which, in addition to funding Reale Actives, owns about 30 percent of its shares.
There has been no shortage of criticism of the brand, from its communication to its decision to insert itself into such a saturated market by launching a line that in itself does not have much in the way of innovation. Yet with this launch Alix has proven otherwise, taking the trust of consumers through her firsthand experience with acne and through her collaboration with an expert dermatologist. We will see if she can maintain the hype or if, as is often the case with celebrity brands, Reale Actives will fail to find a formula capable of bringing back consumers, who, it is now a well-known fact, are increasingly aware and experienced in the beauty world, carefully choosing quality products rather than simply beautiful packaging and beautiful testimonials (or founders).
[📸 Instagram: alixearle]
