If you spend time on a certain Get Ready With Me video-filled corner of the Internet, you already know Alix Earle is up to something: She’s been posting cryptic content on an account called @wtfisalixdoing and sending mysterious mailers to fellow content creators. Earlier this week, online sleuths discovered Earle had trademarked “Reale Actives,” and now, the cat is officially out of the bag: Reale Actives is, in fact, an acne-first skin-care line being launched by the mega-influencer.
Not to brag, but we’re really good at keeping secrets: Earle sat down with Allure at the end of last year to discuss the launch, which she told us she’s been working on for about two years. “When I graduated college I knew I wanted to start a company… I played around with a few other ideas, but at the end of the day, all I kept coming back to was acne,” says Earle.
Longtime followers know why: For the five or so years she’s been in the spotlight, Earle has always been open about what she calls her “struggles” with cystic acne. “I felt like I was always using the same type of ingredients or super, super harsh products because all I wanted to do was exfoliate,” says Earle. “I thought that would help my [acne].”
Those products weren’t easy on the eyes, either: They were, says Earle, more suited for the back corner of a bathroom cabinet than a shelfie. “They were all white bottles with black fonts,” says Earle. “I always felt a little bored.”
The four products in the Reale Actives debut lineup—available to shop on March 31—are packaged in sleek silver and mint. And what’s inside them is the brainchild of Earle and her dermatologist of several years, Dr. Kiran Mian. A mandelic acid serum priced at $39 is the breakout-reducing workhorse of the line; a ceramide- and hyaluronic acid-packed moisturizer ($36), makeup-removing cleansing balm ($29), and exfoliating gel cleanser ($28) round out the collection.
The products will join Earle’s regular beauty rotation, which she tells us also currently includes Charlotte Tilbury Airbrush Flawless Setting Powder, Westman Atelier Sun Tone Bronzing Drops, and FRECK XL The Original Freckle Pen. Keep a close eye on Allure’s Instagram for the rest of her favorites in a video dropping tomorrow where you’ll also get a first look at Raele Actives in action, as demonstrated by Earle.
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