A lot can change in five years — just ask Alix Earle.
The creator and entrepreneur, who just launched her skin care brand Reale Actives in March, outlined her rise from the campus of University of Miami to the upper echelons of the beauty industry, “Dancing With the Stars” and more.
“There have been so many amazing opportunities that are coming faster than I can proces, or faster than I have the time to learn about,” Earle said in conversation with WWD’s executive editor of beauty and editor in chief of Beauty Inc, Jenny B. Fine. “Building Reale Actives as well, it’s been such an amazing journey. I’m coming out of college, starting a company on my own and it’s about taking the time to learn as much as I can get done.”
Earle’s experience in dealing with breakouts, and her willingness to share all on TikTok, was a key catalyst in her desire to create a brand. Earle said acne impacted her mental health as early as middle school. “It’s actually what got me started online and building a community,” she said, noting she identified a gap in the market as her community grew. “There was room for me to make something that could be enjoyable and products that I was able to understand, use and proud to share.”
Earle also wanted products that were travel-friendly and she knew she wanted a cleansing balm to mirror her own double-cleansing routine. “Mandelic acid was something I was excited about working with, because I found that to be an ingredient I really loved for my skin,” she said. “I always felt confused by routines and steps, and when am I supposed to use serums. These were our first four products and I’m excited to bring more into the world.”
Drumming up excitement for the launch was a fun project for Earle, who said the launch strategy took many forms. “It started off with the concept of having guys out on the street handing out compliments to people with a QR code on the back. Then it turned into gifting, then this puzzle piece. We’re gifting puzzle pieces to people while we have a billboard up in SoHo,” she said. “It was fun to see my audience try to figure out this puzzle of what I was building.”
Currently, Earle is focused on growing the brand’s direct-to-consumer business and isn’t thinking about retail yet. “I’m open to talking to retailers and seeing where could potentially be the best fit, but first I’m just trying to get through launch and understanding who our core audience is, and where those sales are going,” Earle said. “I’m just understanding that first and getting through launch and then we can start to think in more depth.”
She’s also an investor in the food and beverage space, including with Poppi and SipMargs. “It’s about seeing a brand I’m excited about, that I love, that I know I’m already going to be sharing and posting and promoting and just want to get behind it in a bigger way,” she said.
“Being an investor, you’re not coming in and starting everything from the ground up. SipMargs for example, there will be a bit more of strategy and marketing that we do have and meeting with the team,” Earle continued. “Being a founder is a completely different ball game, and it really gives you an appreciation for when these companies do let me come in and invest.”
