Alix Earle’s breakout moment has arrived.
The influencer, 25, unveiled her forthcoming skincare brand Reale Actives on Tuesday, calling it a “fun, sexy and understandable” take on acne care.
Earle stripped down to the buff for the campaign, posing in a pool of inky water with the tagline “show some skin.”
“Hot and Acne can be used in the same sentence,” Earle wrote on Instagram. “My dream for this brand is to not only provide you with AMAZING products for your skin, but to change the way people think about skin ‘imperfections.’”
The brand launches March 31 with four products: a makeup-melting cleansing balm, an exfoliating gel cleanser, a mandelic acid serum and a barrier-boosting moisturizer. Prices range from $28 to $39, and a kit with all four retails for $118.
The launch capped a weeklong viral rollout that included a cryptic Instagram account, @wtfisalixdoing, and a series of clues that had roughly 400,000 followers playing detective.
The Sports Illustrated Swimsuit Issue cover girl, who has been candid with her struggles with acne over the years, also stopped by “The Tonight Show Starring Jimmy Fallon” on Tuesday to promote the line.
She told host Jimmy Fallon that she came up with the brand name — an anagram of her last name — in her childhood bedroom in August 2023.
“I was just playing around with the word ‘real’ and my last name and I was like, ‘Oh, this would be a really cool name for a brand, before I even knew what it was going to be,’” Earle said on the show.
Earle, who serves as chief brand officer, developed the line with consulting dermatologist Dr. Kiran Mian.
She told WWD that existing acne products left her cold. “It never felt like I could have fun with any products in the acne space,” she said. “It all felt very clinical, and I just didn’t feel proud to have the products on my counter.”
The big reveal wasn’t without a hitch, though. The “Dancing with the Stars” alum told Fallon that when she posted the brand’s launch video on TikTok, she accidentally replaced the planned audio with a Cardi B song.
“My C.E.O. calls me and she’s like, ‘Alix, you put a Cardi B audio over our launch video,’” she recalled, laughing. “And I’m like, ‘What?!’”
Reale Actives is backed by Imaginary Ventures, the firm behind early investments in Skims, Glossier and Kosas.
