After teasing a mystery launch on TikTok over the past week, influencer Alix Earle has announced her debut brand is on the way.
The social media star, who has amassed over 8 million followers on TikTok, has shared Reale Actives, a skincare line for acne-prone skin, is coming March 31st.
Reale Actives is set to launch with four products including a cleansing balm, an exfoliating gel cleanser, a mandelic acid serum and a barrier boosting moisturiser, priced between USD$28 to USD$39.
"It never felt like I could have fun with any products in the acne space. It all felt very clinical, and I just didn’t feel proud to have the products on my counter," Earle told WWD. "I also found that the products were very harsh and very stripping."
"When you have acne, sometimes you just think about the stripping and not so much about the supporting of your skin barrier."
"That’s how we got to the first four products that we’re releasing with. I wanted it to be the bare bones of the routine," she said.
The starting lineup includes:
Dew More (USD$36) – A high-performance moisturiser that boosts your barrier and hydrates so acne-prone skin stays calm, nourished, and visibly glowy, without irritation or compromise.
Go Deep (USD$39) – A super serum formulated with mandelic acid (a gentle alpha hydroxy acid derived from bitter almonds) that clarifies, resurfaces, and refines texture, revealing a smooth, glowy complexion.
Pore Power (USD$28) – A cleanser powered by LHA + BHA to exfoliate, unclogging pores, boosting brightness, and clearing the way for your serum to work even harder.
Get Bare (USD$29) – A buttery balm that cleanses without clogging or stripping skin. Clinically proven to melt away long-wear makeup, leaving skin soft, smooth, hydrated, and nourished.
Reale Actives is backed by Imaginary Ventures, which also invested early on in Mikayla Nogueira’s POV Beauty. Other investments include Skims, Westman Atelier, Glossier, and Kosas.
Though Reale Actives will only be shipping across the United States initially, the website promises internationally shipping is coming – watch this space!
Image credit: Reale Actives
