Influencer Alix Earle launched her own skincare line, Reale Actives, March 31. The 25 year old first entered the spotlight when she began posting “get ready with me” videos, daily vlogs and venting about her personal acne struggles. With the help of her dermatologist, Dr. Kiran Mian, Earle created a four-step routine designed for sensitive, acne-prone skin. 

The launch was an immediate success, generating $1 million in sales within five minutes of launching and selling out the same day. But like many influencer-led brands, the launch generated a broader conversation surrounding influencer brands, trust and the line between authenticity and advertising. 

Earle’s skincare journey
For Earle, her skincare line is more than just something new to add to her routine. It’s an extension of the vulnerability that built her following in the first place. 

In interviews leading up to her launch, Earle emphasized her goal was to create skincare that feels effective and approachable for those who feel overwhelmed by the endless variety of products. She shared her journey of trial and error with People Magazine. 

“I think acne in general is always really confusing, and there’s so many products out there,” Earle told People. “I was just overdoing it with the products.”

Earle also shared how her struggle with acne began early and continued throughout much of her teen years, shaping her relationship with her own self-image. She then experimented with products and treatments, including Accutane, and while each attempt brought some improvement, nothing was permanent. 

“I never was able to get my skin 100%,” she said. 

Responses
Since the release of Reale Actives, some dermatologists have questioned whether the brand is really effective for acne-prone skin, noting Earle has previously taken medication to help clear up her skin. 

Earle addressed these concerns in a TikTok video by going through her camera roll and showing images from her acne journey throughout the years.

In the video, Earle openly shared and acknowledged how she is still on acne medication today to help with hormonal acne. She added that every skin is different and these products may not solve everyone’s acne problems. 

“Sometimes, there are things for your skin, like internal factors … that you need to fix within your body,” she said in the TikTok. “I’m not saying I’m against taking medication and that one product is the end-all, be-all for you. I don’t think that’s realistic.”