From GRWM’s In Her College Apartment, To Owning Her Own Brand: Alix Earle

A New Jersey girl going to UMiami, turned her personal brand into a multimillion empire, here’s how. Alix Earle, a Monmouth County, NJ resident, was a young senior in high school who made the decision to go to UMiami in 2019. Alix started sharing her college life at Miami by sitting at her vanity and making “GRWM’s”. This decision changed the trajectory of not only her life, but the influencer industry. 

Alix began growing her audience in early 2020, the era TikTok started booming. Sure, the content wasn’t as oversaturated as it is today, but her transparency is what made people fall in love with her videos. Showing her messy room and being vulnerable with her skin struggles is what truly grew her audience. She always was, and still is, real with her followers. Her videos are like you’re on Facetime with her catching up. 

As a UMiami marketing student, she was truly living her best life. Imagine living in a beautiful city with your 5 girl friends, making fun TikTok videos, and spending your evenings in the nightlife hub of partying. I can’t help but wonder how many college girls today are living a similar life to this era of hers. So what made Alix Earle different? 

Being transparent and consistent with her content is what ultimately led her to booming so quickly. In December 2022, she reached 1 million followers. 1 million people wanting to “get ready with her”. After graduating from UMiami, Alix continued her influencer journey until she decided to become an investor in Poppi. 

But before launching her own brand and investing in several companies, she gave back to the university who gave so much to her, UMiami. In June 2023, shortly after graduating, she debuted The Alix Earle Scholarship for juniors and seniors pursuing an undergraduate business degree at UMiami. She remains personally involved with the recipients today. 

In 2024, Alix invested in Poppi. Starting her investor portfolio with Poppi was legendary in and of itself. A prebiotic soda, something we hadn’t seen before at the time. Alix became more than an investor. She became a brand ambassador, brand strategist, and creative; Even starring in Poppi’s Super Bowl commercial, and debuting her own limited-edition flavor, Raspberry Rose. When Poppi was bought by PepsiCo in spring of 2026, Alix walked away with part of the $1.95 billion it sold for. This investment changed everything for her. Her career started out as a traditional influencer, and swiftly turned into an involved investor.  

It didn’t stop with Poppi; In early 2025 Alix invested and relaunched SipMARGS, a canned margarita cocktail. She took a quiet company, rebranded it, and launched it as a product generating so much social media buzz. Her audience being young women who enjoy a similar lifestyle as her, made this a natural success. And still, she kept going. 

In December 2025, Earle invested in Gorgie, a clean energy drink brand. By becoming a strategic investor and equity partner, she was able to influence another brand’s success. 

Being so vulnerable with her skin journey, followers started suspecting Alix to launch her own brand in the beauty world. In spring of 2026, she did just that. Reale Actives, a skincare company with four core products. Alix’s UMiami marketing degree started showing when she started teasing this new launch. She started making “UNGRWM’s” and using, what we now know is, Reale Actives products. Her NYC PR puzzle was incredible and got people talking about what her company could actually be. 

What makes Alix Earle stand out from other influencers is her strategic business decisions that align with her personal brand and being involved in every step of the process. She cares about every brand she works with, and it shows. 

If you ever had any inkling to start posting on social media, this is your sign. Don’t care what people think, just start posting.

You may become the next Alix Earle.

P.S. When did you start seeing Alix’s videos on your FYP?