This Is Why People Are Calling Alix Earle The Internet's Hot Best Friend (2024)

If you’ve been anywhere near TikTok in the last month, then chances are you’ve come across Alix Earle on your For You Page.

The 22-year-old beauty influencer has become one of the fastest growing creators on the platform, skyrocketing from a casual 1.2 million TikTok followers (in December 2022) to 4.2 million by the end of January. And she’s showing no signs of slowing down.

She’s inspired her own hashtags (#AlixEarle and #AlixEarleEffect), seen her Instagram followers explode to 1.9 million, and inspired other TikTok creators to dedicate videos to her meteoric rise. She’s landed collaboration deals with some of the world’s biggest beauty brands (like Selena Gomez’s Rare Beauty), and can cause a product to sell out in minutes just by mentioning it.

But with so many beauty influencers making a name for themselves on social media, what is it that makes Alix Earle just so popular? We take a look at the Miami-based influencer and the mania that surrounds her.

This Is Why People Are Calling Alix Earle The Internet's Hot Best Friend (1)

Who Is Alix Earle?

Alix Earle is a 22-year-old college student from Miami, who shares beauty, fashion and lifestyle content on TikTok and Instagram.

Earle initially gained popularity for her Get Ready With Me (GRWM) vlogs, sharing her skincare and makeup routines, but has also found success in her shopping hauls and day in the life videos.

Earle’s rapid rise to success has meant that her net worth has been hotly debated, and while numerous sources have suggested figures from US$1 million up to US$2 million, no official information has been disclosed at this stage.

Why Is Alix Earle So Popular?

At first glance, the reason for Alix Earle’s popularity might seem obvious. She’s slim, pretty and blonde—the exact picture of society’s beauty standards.

But her unattainable beauty is not the reason that millions of people tune into her videos — it’s actually the opposite.

Alix Earle is deeply relatable.

While sharing her makeup routine with her followers, Earle also gets candid about her life. This isn’t new per say – most influencers and digital creators hinge their brands on ‘authenticity’ – but Alix Earle’s version of being candid involves admitting she stayed up all night to finish an assignment last minute, or showing you her bombsite of a bedroom.

“This legitimately made me feel so much better about the fact that I am also just a messy girl,” a TikTok user commented on one of Earle’s videos.

It’s Earle’s determination to present an unfiltered version of her life has earned her millions of people’s trust and the title of ‘the internet’s hot best friend.’

“I share, like, way too much on here so like, all the people I was working with today are probably going to see this,” she recently said on TikTok. Yeah, they probably did — and that’s why she was hired in the first place.

“She’s the pretty cheerleader you think is mean but isn’t,” TikTok creator Elisa Grey said in a video about Alix Earle’s popularity.

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And that’s because Earle’s transparency extends to her appearance as well.

While you might assume that the beauty influencer is simply blessed with naturally clear skin, a quick scroll through Earle’s videos will reveal unfiltered photographs of her most severe breakouts and candid discussions about her journey with Accutane.

And to prevent giving her younger followers unrealistic expectations of beauty, Earle doesn’t hesitate to open up about her breast augmentation surgery and what it really took for her body to look the way it does.

Earle also hasn’t shied away from sharing her relationship problems, even letting her viewers know that the reason she broke up with professional baseball player Tyler Wade was because he wouldn’t post her on his Instagram—a digital-age relationship problem some of her Gen Z fans may be facing themselves.

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The Alix Earle Effect

Earle’s transparency helps people trust her—and when you want a product recommendation, you go to someone that you trust.

This might explain why products mentioned by Earle tend to sell out in minutes, including Drunk Elephant’s Bronzing Drops and Maybelline’s Fit Me Concealer.

However, even the most adored are not without their opponents. For Earle, this came when she recommended a hair oil from Mielle Organics, which is intended for Black hair.

As is the case with most of Earle’s product recommendations, the Rosemary Mint Scalp & Hair Strengthening Oil sold out in minutes.

While the sales were seen by some as a success for Black-owned brands, others pointed out the more complex issue of Black products only becoming popular when white people use them.

This can lead to the brand changing their formulations, marketing and pricing to suit a white demographic, leaving the original product users with a product that doesn’t suit them.

While Earle has managed to keep it real so far, as her following grows, presumably so will her lifestyle.

Already, we’re seeing Earle become involved in more high profile events,, such as Miley Cyrus’ New Years Eve party in Miami, while keeping true to her down-to-earth GRWM-style videos.

However, if Earle can sit down with Selena Gomez one night, and talk about her acne journey the next, we don’t think she’s going to have any problem maintaining the unfiltered persona that she’s grown so popular for.

Shop Alix Earle’s Favourite Beauty Products From Her Amazon Storefront Below:

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Tarte Maracuja Juicy Lip Plump, $40 at Sephora

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Benefit Roller Lash Curling Mascara, $48.00 at Adore Beauty

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Rare Beauty Soft Pinch Liquid Blush, $39.00 at Sephora

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Real Techniques Makeup Brush Set with Sponge Blender for Eyeshadow, Foundation, Blush, and Concealer, $54.99 at Adore Beauty

ProfileTeneal Zuvela

Teneal has a Bachelor Of Arts degree In English and Cultural Studies from The University Of Western Australia. After completing university, Teneal began a career in lifestyle journalism, writing about food, interiors and wellness for publications including Apartment Therapy, SBS Food and Fashion Journal. Now based in Sydney, Teneal is a lifestyle writer for marie claire and ELLE Australia.

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