Who Is Alix Earle? The Alix Earle Effect

Who is Alix Earle?

Alix Earle is an American social media personality and influencer who rose to fame through her authentic “Get Ready With Me” (GRWM) videos on TikTok. She graduated from the University of Miami with a degree in marketing in 2023.

What makes Alix stand out? She built her massive following by sharing candid moments from her daily life while doing her makeup. Unlike polished influencer content, her videos feel like a FaceTime call with your best friend. She openly discusses everything from her acne struggles to anxiety, making millions of followers feel like they genuinely know her.

Her influence is so powerful that when she recommends a product, it often sells out within hours. This phenomenon has been dubbed the “Alix Earle effect” by fans and brands alike.

In 2025, Alix was named to the inaugural TIME100 Creators list, recognizing her as one of the 100 most influential digital creators worldwide. She also competed on Season 34 of Dancing with the Stars, finishing as runner-up partnered with Valentin Chmerkovskiy.

Alix Earle’s meteoric rise to social media fame

Alix Earle, a University of Miami grad, has amassed a staggering 12.7M followers across TikTok and Instagram combined.

She’s the queen of “Get Ready With Me” (GRWM) videos, a trend that started in the early 2000s on YouTube.

Alix’s charm lies in her relatable personality, which effortlessly blends everyday moments with her makeup and fashion routines.

Alix’s GRWM videos have evolved alongside her skyrocketing influencer career, from prepping for college classes to gearing up for high-profile events.

Case in point: her behind-the-scenes prep for Miley Cyrus’s New Year’s Eve bash in Miami.

@alixearle come back for part 2!!!!! #grwm #nye #mileynye ♬ original sound, Alix Earle

Yet, even with her growing fame, she remains grounded, sharing glimpses of her cluttered college apartment and candidly discussing her life.

How did Alix Earle become famous?

Alix started posting on TikTok in February 2020 as a University of Miami freshman, but her breakthrough came in the summer of 2022. When a facial cyst caused severe acne, she almost skipped a sponsored video post. Instead, she decided to be honest about her skin struggles.

That authenticity resonated with viewers. By the end of 2022, she had gained two million new followers. Her willingness to show imperfect moments while discussing her daily life created a “big sister” connection that set her apart from polished influencers.

Alix Earle is a beauty guru in the making

Alix’s beauty tips are pure gold. Her white eyeliner technique? Iconic.

It was so iconic, in fact, that it sparked a wave of copycat tutorials and caused a few product sellouts.

Thanks to the popular ‘Alix Earle effect,’ her army of followers is copying the technique.

@romeestrijd Thanks @alixearle ♬ muerto gang, qubelly🗽

My point? She’s a burgeoning beauty guru whose followers can’t get enough of her recommendations.

Why does her content resonate well with her audience? Let’s find out. 👇

Alix Earle’s social media stats

Let’s look at why Alix’s content performs so well. I used my favourite influencer marketing platform and found the following:

📊 Nearly 82% of Alix’s TikTok audience consists of women.

📊 62% of her audience are between 18 and 24.

📊 She gets an above-average engagement rate of 5.83% on TikTok.

However, it’s not just on TikTok that Alix’s content targets the correct audience.

📊 28% of her Instagram audience is interested in fashion.

📊 12% are interested in beauty and cosmetics.

📊 10% love shopping!

It’s clear: Alix creates content that appeals to her major demographic. That’s why she is so successful.

Now, let’s dive deeper and see what else we can learn. 👇