Who is Alix Earle?

From Monmouth County, New Jersey, to the University of Miami

Alix Earle is a US-based creator from Monmouth County, New Jersey, who posts as @alixearle on TikTok, Instagram and YouTube. She went to the University of Miami in 2019 and graduated in May 2023 with a Bachelor of Business Administration in marketing, and she set up the Alix Earle Scholarship for students at the university's Miami Herbert Business School. She was 25 when TIME magazine named her to its TIME100 Creators list for the second time, in July 2026.

Get ready with me videos that took off in 2022

Her TikTok account was opened in August 2019. Her get ready with me videos, in which she talks to the camera while doing her makeup, took off in 2022, her senior year, and #grwm is still one of her most used TikTok hashtags. The videos cover beauty, fashion and her own life, and products she promotes often sell out quickly. Her paid posts for the fashion label White Fox Boutique trace the jump: one in June 2022 drew 6,850 likes, one in January 2023 drew 492,654.

SI Swimsuit cover, Super Bowl ads, TIME100 Creators and Dancing with the Stars

In June 2024 she was the cover model of the first digital issue of SI Swimsuit, Sports Illustrated's swimsuit franchise. In February 2025 she starred in a 60-second Super Bowl commercial for the soda brand Poppi, which describes her as one of its investors, and she also starred in a Super Bowl ad for Carl's Jr. TIME put her on its first TIME100 Creators list in July 2025. In November 2025 she finished second on season 34 of the dance competition Dancing with the Stars, paired with the professional dancer Val Chmerkovskiy.

Founder of Reale Actives, with a Netflix series since September 2026

On 24 March 2026 she launched Reale Actives, a skincare brand developed with the investment firm Imaginary Ventures and run by chief executive Andrea Blieden, and it took $1 million in sales in its first five minutes. Her Instagram bio calls her its founder and chief brand officer, and she tags @realeactives in 27.4% of her recent Instagram posts. On 4 September 2026 Earle Meets World, her unscripted Netflix series, premiered. A skincare brand booking her would sit next to her own line in the same feed.

Alix Earle's disclosed paid work runs from fashion discount codes on Instagram in 2022 and early 2023 to national consumer brands on TikTok and Instagram in 2025 and 2026. The account she tags most on Instagram is now her own, Reale Actives, in 27.4% of her recent posts.

The early work is almost all fashion. The label White Fox Boutique accounts for 18 of the 30 sponsored Instagram posts we can see, from January 2022 to January 2023, most carrying a discount code in her name. Around it sit a PrettyLittleThing dress and an Edikted Christmas giveaway in December 2021, the self-tan brand Baddest Bod in spring 2022, Crewfare for a Rolling Loud festival weekend in Miami in July 2022, an Amazon Cyber Monday giveaway in November 2022 and a London trip for the fashion retailer Revolve in November 2023.

Since mid-2025 the partners are national brands. On TikTok she posted disclosed videos for Google Shopping's virtual try-on in July 2025, Shark Beauty's CryoGlow and the skincare brand Aveeno in December 2025, and the payments app Venmo in April 2026. On Instagram the paid posts we can see are a BMW X6 in October 2025, Venmo in December 2025 and April 2026, Cheetos and Doritos for their Simply NKD chips in December 2025 and May 2026, and Amazon Prime Day in June 2026. In February 2025 she also starred in a Super Bowl commercial for Poppi, a soda brand she has invested in.

The paid posts buy views more reliably than likes. On TikTok the four disclosed videos we can see average 94,175 likes, 62.7% of her 150,100 average, and only the Shark Beauty video, at 168,200, beat it. On Instagram every paid Reel we can see from October 2025 on drew between 20,541 and 118,036 likes, all below a 243,200 post average that her photo posts lift. A campaign with her judged on likes alone will read as a miss even when the views landed.

The brands her Instagram audience is most drawn to start with Walt Disney, Apple, Nike and Zara, followed by Coachella, Amazon and Revolve. Amazon and Revolve have both run paid posts with her, and two of her most-liked April 2026 Instagram posts reference Coachella in their captions. Partner tags for Microsoft, Windows and Ninja also rank among her most used recent Instagram hashtags, so a tech or appliance brand should check for a clash before booking her.

Alix Earle's three followings are not the same crowd. Measured in September 2026, her Instagram audience is 63.4% men, while her TikTok audience is 89.8% women and her YouTube audience 95.5% women.

Instagram is 63.4% men, TikTok 89.8% women

On Instagram the split is 63.4% men and 36.6% women, about 3.6 million men and 2.1 million women on 5,702,804 followers. Women still number more than two million among her Instagram followers, but TikTok holds far more of them: 89.8% of 8,600,000 followers is about 7.7 million. Among the Instagram audience's interests, clothes, shoes, handbags and accessories lead at 32.5%, sports come second at 25.7% and cars and motorbikes fourth at 20.5%.

Half the Instagram audience is 25 to 34

By age, 50.0% of the Instagram audience is 25 to 34 and 26.3% is 18 to 24, so three in four are between 18 and 34, and 21.3% are 35 or older. The TikTok audience is younger, with 59.5% aged 18 to 24, and YouTube's is the most concentrated, with 67.3% aged 25 to 34. Under-18s make up 2.4% of the Instagram audience, about 136,000 accounts, and 7.2% of the TikTok one, about 619,000, so a brand selling only to adults has more to screen out on TikTok.

81.5% in the United States, with the Miami area ahead of New York City

The United States holds 81.5% of the Instagram audience, about 4.6 million accounts, and no other country reaches 2.5%: the United Kingdom follows at 2.3% and Canada at 1.9%. New York City is the largest city at 4.2%, but Miami, Miami Beach and Coral Gables, home of the University of Miami, add up to 5.4%. English is the audience language for 89.8%. TikTok and YouTube are less concentrated, at 70.7% and 66.0% in the United States, with Canada second on both.

60.6% of 5,702,804 Instagram followers pass the credibility screen

Audience credibility on Instagram is 60.6%, so 39.4% of the following, about 2.25 million accounts, does not pass the screen. Counted by follower type instead, 44.3% are mass followers, 26.0% real accounts, 15.0% suspicious, about 857,000 accounts, and 14.7% other influencers. A brand paying for Instagram reach should price it against the 60.6% that passes, about 3.45 million accounts. Credibility is not available for her TikTok or YouTube audiences, so no score is given for them.