Celebrity-owned skincare isn’t groundbreaking. Here’s how Reale Actives is vying for space on the shelf.

News

Reale Actives’ CEO and CMO discuss the brand’s viral moments, founder Alix Earle’s involvement and why it’s made community building a KPI.

by Emmy Liederman & Julia Walker August 04 2026

When Alix Earle told her 14 million followers she planned to launch a skincare brand, some commenters told her they weren’t interested.

Online critics dismissed the skincare line, dubbed Reale Actives, as “another influencer shelling products in an already oversaturated market,” and asked Earle, “what are your qualifications for creating a skincare brand?”