Alix Earle Hates Skin Care. That’s Why She’s Launching a Skin Care Brand

TikTok’s Gen Z It Girl, who turned “get ready with me” videos into a growth engine for other brands, reveals exclusively to Inc. how she’s built her new startup Reale Actives.

BY ALI DONALDSON, STAFF REPORTER @ALICDONALDSON

Alix Earle doesn’t like skin care. That’s what the 25-year-old influencer tells me one Tuesday afternoon this past December, sitting on a blue velvet couch in her Fifth Avenue Hotel suite to discuss the launch of Reale Actives, her skincare brand. Given the occasion for our conversation, she knows that sounds strange. But for Earle, who has built an audience of 14 million followers by being disarmingly candid on TikTok and Instagram, that kind of honesty is built into her brand.

“I just never had a good experience with skin care,”........

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