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Reale Love

The debut of Alix Earle’s new acne-focused skincare line, Reale Actives, is already one of the most successful celebrity beauty launches in history. What happens next?

alix earle reale
The debut of Reale Actives has thrust Alix Earle into an elite class of celebrity-founders, somewhere in the realm of Hailey Bieber and Rhode’s early days. Photo: Courtesy of Reale Actives
Rachel Strugatz
April 1, 2026

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Yesterday marked the bonkers direct-to-consumer launch of Reale Actives, Alix Earle’s new acne-focused, Imaginary Ventures–backed skincare line. I’m told that it took less than five minutes for the brand to hit $1 million in sales, which is more than most beauty businesses make in their first year. By mid-afternoon, the line had apparently crossed the $5 million mark. By around 4 p.m., all product had sold out—with a restock in the works for next month. Already, this is shaping up to be one of the most successful celebrity beauty launches in history. (Spokespeople for Reale Actives and Imaginary Ventures didn’t comment.)