Alix Earle expands into product with acne-care brand Reale Actives

Alix Earle is leaning into skincare with the launch of her own product, Reale Actives, adding to a business that now spans television, consumer products and creator-led media.

The creator, who built her audience through candid “Get Ready With Me” videos on TikTok, said the brand is designed to address gaps she experienced while navigating acne treatment.

“I started Reale Actives after years of struggling with acne and feeling frustrated by the countless products that didn't work, or were too harsh on my sensitive skin,” she wrote on the brand’s website.

Reale Actives will launch at the end of March and is developed in partnership with her long-time dermatologist, Dr. Kiran Mian. The four-product line includes a cleansing balm, an exfoliating gel cleanser, a mandelic acid serum and a barrier-support moisturiser.

It is a timely and expected move for Earle, who teased the launch through a mystery Instagram account and has, over the past year, made a series of moves to establish herself beyond social platforms.

This includes a creator-led reality series with Netflix, set to launch later this year, and a YouTube interview format under her own media banner, where she hosts conversations with guests in an extended version of her “Get Ready With Me” format.

Earle is also no stranger to equity-based deals, having taken a stake in Poppi, which was acquired by PepsiCo for $1.95bn in 2025.

The expansion comes as more creators move into ownership. Research from creator agency Billion Dollar Boy in 2024 found that 88% of creators had already launched a product or service, with a further 93% considering doing so within the following year.