I liken singer Eli’s music to listening to your CD player on the floor of your carpeted bedroom on a Friday night in 1998. You’ve watched two hours of TGIF programming on ABC, and for whatever reason, your best friend is not spending the night. 20/20 has begun, which is your cue to turn on some of your favorite music and fantasize about your crush while trying different makeup looks… or attempting to learn the choreography of your favorite pop star. You may be filming your own music video on a camcorder.1

Her first album reminds me so much of early Britney. It’s that near-millenimum pop sweet spot: innocent and sugary-sweet at times—in Eli’s case, not lyrically, but moreso the melodies and the instruments used. She’s been able to juxtapose this element of late ‘90s pop with lyrics about fucking DJs and innuendos about ejaculating with ethereal harmonies, glossy synths, programmed drums and impressive runs.

It’s great. (Her remix on Zara Larson’s “Crush” is legitimately one of my favorite features of the last five years in that she somehow references her boobs, Harry Daniels and an ankle monitor with ease and panache.)

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She performed this past weekend at the inaugural Daisy Chain Fields Festival, put on by Olivia Rodrigo, as the only openly transgender artist on the festival’s performing lineup. One of Eli’s greatest gifts is her stage presence, which she lives up to with her persona as Stage Girl, and in Irvine we saw her in her best Disney Channel-meets-Kesha-inspired glam.

Her look for the festival was created by Alexandra French (Katy Perry, Maddie Ziegler) and Clayton Hawkins (Addison Rae, Rachel Zegler). The two often collaborate together on Meg Stalter, who has made waves for her comedy and maximalist beauty looks. I asked them to share some behind-the-glam details of Eli’s look for this installment of Celebrity Secret Weapon, where they divulged how they kept her looking great—despite the overbearing SoCal heat wave. (They have plenty of experience keeping clients from ending up a sweaty mess on stage.)

“She’s going to be a big star,” French tells me. “I love her advocacy online and the way she presents herself online as well, as if you’re reading her journal. And the speech she gave and the money she donated—all of that speaks so much to who she is as a person.”

“I love Eli, I think she’s the future,” Clayton says. “This was such a big moment for her, and I thought it was incredible.”

“She represents a lot of voices and represents a lot of things that we need to be seeing in this world right now,” French says. “And she is not afraid to speak on it.”

The Makeup with Alexandra French

“She sent me old-school Kesha [references], like, ‘A black smoky eye with a hot-pink lip.’ She wanted to cover herself in polka dots originally. And Clay was putting in all of these rainbow extensions. It was ‘more is more is more is more is more.’

The makeup ended up being really fun and creative, but I ultimately suggested we skip the polka dots and she decided she just wanted ‘fun and glittery’ makeup.

I used the Made by Mitchell Colour Case Paint Palette—I love using those eyeshadows as a base. That shit will not move. They do not smudge at all or budge at all—and then used depotted eyeshadows that I have that are shimmery. I think I used the Bella Beauté Bar ones. So I just started finger-painting. I put my finger in a hot pink one and blended it out. And then I dipped my finger into a blue-violet shadow and then a green underneath and kept playing with it. The more hair Clay was adding, the more I was inspired to add more and more color.

The whole look was really maximal, but for the lips, I used a cool-toned lip liner. I think I used Saddle by Wonderskin, and then I used a Ghosted Metallic Lipstick by Melt Cosmetics for the frosty lip.

And then I use three setting sprays. I do the Urban Decay All Nighter Setting Spray Glow after the cream products. Then, after the powder products go on, I do the All Nighter Setting Spray—the OG one in the black bottle. And then, once the makeup is all done and completed and they’re, like, walking out to stage, I do the L’Oréal Infallible Setting Spray, and I just spray the shit out of the face. So that’s the third one.

There’s also strategic powder placement. You don’t want too much on the face, especially when it’s that hot outside—especially when it’s someone like Eli who’s gonna hang out all day.”

The Hair with Clayton Hawkins

“When it comes to Eli, we always really try to go for that 2000s Disney Channel— whimsical—super-joyful—super-colorful vibe—which I feel like is a fun juxtaposition with her genuinely provocative, punk-rock, anti-establishment self.

She had just gotten her hair colored by Dom in New York. She got the fantasy colors put in, and I knew I wanted to go really long, so I colored a bunch of Donna Bella extensions in every kind of rainbow color—kind of like a sherbet-unicorn kind of vibe—with Pulp Riot.

Her hair is naturally the texture that she had. When we do photo shoots and stuff, we will straighten it out, but when she’s performing, especially out in the heat, I’m like, ‘Let’s just do your natural texture so we don’t have to worry about things curling up.’ I used a really skinny ghd curling wand to get the extensions and everything to all match.

Here’s the actual interesting tidbit for people who are interested in beauty: when I know my clients are going to be performing and I know they’re going to be sweating—and you were there, it was like, 5,000 degrees—the first thing I do if their hair is dry is coat it in dry shampoo, to the point where their hair almost has a white cast. Like makeup, I just let it bake in and sit there, and then I’ll start adding extensions or curl it. But that gives the hair an insurance policy. So I was so happy because her hair did not get sweaty-looking at all around the hairline.

Then we styled it. I used Sexy Hair Weather Proof Frizz Control to really lock it in. And then I love amika’s—I think it’s called Soulstruck—but it’s like a nourishing dry leave-in hair treatment, so I used tons of that.”

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On the heels of learning both Tate McRae and Lindsay Lohan are launching brands of their own, I figured it’s time to remind everyone there is a very real, very useful celebrity brand-building playbook in beauty. Those who follow it usually thrive—Kylie Jenner started it; Hailey Bieber really set the tone with this—although there are some outliers who didn’t that should be considered the exceptions, not the standard. (Read: Rihanna, Selena Gomez, Beyoncé.) And in their cases, they set their own standards that other celebrity brand founders must now follow.

Funnily enough, I was consulting for a celebrity who wants to go all-in on their brand, specifically in beauty. They were sharing a few ideas they had, all of which were immediate “nos” in my brain, based on the landscape and the fact this person is a star—they are under way more scrutiny. (It was clear they needed more education and direction.) But mostly, I internally noted they were getting way ahead of themselves, because they hadn’t laid the groundwork to launch a brand in this space. (Which is why we were talking in the first place.)

This last week, we learned about Lohan and McRae’s ventures. Let’s discuss the two respective celebrities and their brands, based on their trademarks:

“Tate by Tate McRae” was trademarked for products like skincare, candles and fragrances. Quick lesson on trademarks: class 003 is usually where most beauty products fall under the USPTO, including unmedicated products like makeup, skincare, haircare, fragrances and hygiene products. Class 004 includes candles but also motor fuels and electrical energy. (It’s clear candles are the goal here.) The application was filed in early July and is still awaiting examination, and it appears in addition to Tate by Tate McRae, other names like Tate, Tate 01, and Tate 01 by Tate McRae were also filed. My $0.02: abandon her name and find something else, as this breaks one of the most important rules of celebrity brand building: take your literal name out of it! (My ideas below.)

Beauty Independent reports that Lohan’s brand, Linlo Beauty, is seeking to raise $5M through a private securities offering. But there’s a few things these two need to do before they bring their brands to the public.

McRae was recently the subject of scrutiny after a Neutrogena deliverable gone wrong; she was seen on a private jet, presumedly not using the Neutrogena products she was showing off. Perhaps this was intentional, now learning she has plans to launch her own brand. But long before this debacle, it was debatable if McRae actually cared for skincare. Scour her Instagram and it’s all photos or short clips of her in the studio, at photo shoots or performances. The only breakdown of her routine we have is her Vogue Beauty Secrets video from 2024, where she’s touting Augustinus Bader and Charlotte Tilbury. People know her for her athletic prowess in the dance department and music, not necessarily for her skincare or makeup expertise. Hell, I’d argue her hair is more discussed than her skin. When it comes to consumer goods, she could probably thrive in the athletics department, but beauty is lucrative to people who don’t really understand how much work it takes to keep a celebrity brand afloat.

Lohan, on the other hand, has been under a microscope for her age-defying looks. Granted, she’s only 40, but we know “La Vida Lohan” (as the gossip blogs once called her) lived a rough decade in her 20s, with constant partying, alleged drug use, and even Gollum references about her teeth. She appears to be in a better, happier place, where she looks healthy and refreshed. (And booked!)

Everyone is convinced she’s had a facelift. I personally disagree. Veneers, filler and a lip flip, perhaps a subtle blephroplasty (eyelid removal surgery), and skin resurfacing have made notable differences. Maybe she’s undergone Ultherapy or other skin tightening treatments. But I think a majority of the impact comes from her skin looking more even and a tasteful bleph to make her eyes look more open.

Naturally, there’s curiosity around her looks. Which in theory should translate to a beauty line. But given the public is convinced she’s been cut open hairline to neck, she’s got a long way to go to earn the trust of the people—her future customers, press who will support the brand, and influencers who will decide if the products are worthy or not.

Of course, all of this is in addition to making great products. You can have an innovative sku that could change lives, but it doesn’t mean anything if people don’t believe you.

If I were making suggestions for McRae and Lohan, they would include:

McRae

If she isn’t starting with body, they’ve lost the plot. She IS the body. She’s got

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…which is a huge win for yours truly, given I’m a Prada Beauty and Zendaya enthusiast. I think she is one of the greatest actors of all time—not just her generation—and I’m often reminded of how far she’s come from her start as a child actor. The woman has range! This year, she starred in one of my favorite films, The Drama, which was wacky, cringeworth…

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Earlier this year, I published an interview with the CMO of Australian dupe brand MCoBeauty, who told me that it is innovative to bring popular products to the masses in the name of “democratizing beauty.”

She has a point. Making a product formula affordable and as pretty as a luxury counterpart is a feat. But to most people who work in this industry, c…

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If you know anything about Vacation, the retro-themed sunscreen brand, it’s probably their tagline: the “World’s Best-Smelling Sunscreen.” It does smell fabulous—a mix of banana, pool water and swimsuit fabric, devel…

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I’ve launched a second newsletter on this platform. Instead of automatically adding everyone subscribed to Ahead of the Kirb to this new publication, I wanted to send a note so you have the opportunity to choose.

POPTOPSY

A thorough examination of all things pop culture.

By Kirbie Johnson

I’ve always seen beauty through the lens of pop culture because growing up as a girl in Texas, my dream was to move t…

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Further, Nelson said she spent around $40,000 on treat…

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Welcome back to Hair Affair, a special series dedicated to everything happening on our heads. This week, I’m sharing the latest haircare news, standout products, and the salons and artists I personally vouch for. Think of it as part industry report, part little black book, and part love letter to great hair. Today, we’re diving into four product trends …

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Welcome back to Hair Affair, a special series dedicated to everything happening on our heads. This week, I'm sharing the latest haircare news, standout products, and the salons and artists I personally vouch for. Think of it as part industry report, part little black book, and part love letter to great hair. Today, we’re diving into four product trends in the category that we’re seeing multiply on the shelves.

If I’m being realistic, I probably spend the most money and time on my hair, but it’s a step in my routine that’s often an afterthought.

My hair comes after my skincare and makeup (but before I get dressed, so it’s not dead last). If I have to skimp on something when getting ready, hair it is. (But I won’t love how I look.) And out of all the products I have in my reperatoire, hair usually has the least.

That’s because I’m a creature of habit. I rewatch the same movies because I know I’ll love the outcome and won’t consider it a waste of time; with my hair, I know what I like. I know what works. And I want to be able to count on that. I don’t want to experiment. It’s why extensions have been a part of my life for a decade now. It makes it so my hair can be an afterthought.

Within the last year, there’s been an upswing in really fun to use haircare and styling products extended to the masses. Granted, a lot of these trends originated in the salon or beauty supply. But they’ve become mainstream now. Like fashion, three = a trend. So let’s take a look at the types of products that are the rise.

Concentrates

I was walking around the Target beauty section in West Hollywood when I saw a “Conditioner Concentrate” from a brand called The Hair Edit. It claims to have “more active ingredients” and “less water. The brand offers versions in shampoo and hair mask form, too. I decided to purchase it.

Was it life changing? No. Did I enjoy using it? Sure. But that’s not the point. The way this product is being marketed is indicative of what works in the industry: tell people what they’re getting shortchanged on. In this case, it’s buying haircare products that are mostly water1.

Concentrates are an extension of shampoo bars in a way. Bars, which seemed promising few years ago, still haven’t taken off in the hair world. People are used to what they know. The hurdle for bars is that people are used to rubbing them on their bodies. This doesn’t translate well to the scalp; most people don’t want to rub a bar in their hair. Granted, you use shampoo bars like a normal shampoo: lather it up in your hand and apply to your hair, then work it in. But there’s a learning curve for the customer.

Concentrates, similarly, take water to activate, aren’t as fluid feeling but are closer to liquid than a solid, which makes the barrier to entry lower. Plus, “concentrate” gives the impression you’re getting what you need versus filler ingredients, which we know is a selling point for a lot of people, especially the MAHA crowd—a large subset of women that, regardless of my personal feelings about, are spending money in the beauty aisle.

The Hair Edit Conditioner Concentrate, $15

Briogeo Don’t Despair, Repair! Rich Rice Water Shampoo Concentrate, $21 on sale

Everist Waterless Conditioner Concentrate, $24

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Taming Wands

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Welcome to Hair Affair, a special series dedicated to everything happening on our heads. Throughout the week, I'll share the latest haircare news, standout products, and the salons and artists I personally vouch for. Think of it as part industry report, part little black book, and part love letter to great hair.

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Molly Sims has a great skincare brand formerly known as YSE. When it first launched, I thought was pronounced Y.S.E. and stood for something like “You See Everything” or “Your Sexy Empowerment”—some odd pulling toget…

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A few weeks ago1, scrolling Instagram, I was bombarded with consecutive videos that made me feel like I was having a stroke and also entering a time machine. The videos were from b…

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It’s been four days since The Met Gala, which means I’m late to the party in my coverage. Whatever, I’m the boss here!

I’ve noticed a few things when it comes to this event since I began covering it in 2012, like the…

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If you weren’t familiar with SWAN Beauty before, this past week on TiKTok made sure that changed. One could argue the only way to grab attention for a cosmetic mirror that records and analyzes the skin at a hefty $80…

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This month has been a whirlwind for me professionally and personally. Coachella Weekend 1 came and went. The kind people at Neutrogena invited me and I have to say, between the immense amount of product (namely sunscreen and the Rainbath), the logistical excellence of getting us to and from the festival from a hotel in Palm Springs, and their sister brand Motrin’s lounge, they really knew how to cater to the elder millennial faction.

Coachella is a beast of a festival when it comes to hosting large groups. There’s a right and wrong way to activate, from location to transportation to the overall experience of being at the festival and with the group. And while it’s always been brand-heavy, this year it seems like there were more than ever before, both in an official capacity and simply with a presence in the desert. Weekend One typically pulls the most influencers due to the amount of parties being thrown, but I’m curious how brands are thinking about activating next year, seeing as Weekend Two brought a lot of surprise guests. I could see someone like e.l.f. going all-in on W2 next year; what if 818 Outpost moved to W2 as well? It’s inevitable that the parties will split up and also likely we’ll see more content from people attempting to attend both weekends.

Gloss Angeles

Inside Coachella’s Brand Olympics (And the Clear Winners, In Our Opinion)

Hey, Glams! Sorry this is coming to you a little later in the week—we’ve been in Orlando hosting Ulta Beauty World (more on that in our next news episode …

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5 months ago · 4 likes · Gloss Angeles

Official brand partners of the festival included Neutrogena who have been the official suncare partner four years running. There were several sunscreen booths on site so attendees could reapply to protect against the harsh Indio sun. e.l.f. cosmetics had an official activation near the Gobi stage, Medicube was the official skincare partner, Always sponsored the restrooms to make them less terrible (Porta-Parties, as they were coined), WavyTalk was the official hair tools sponsor and had an activation on site. Secret, Loop Earplugs, Pinterest, Barbie, GAP, Electrolit and more all had some real estate on site. Some of these brands and titles make sense, many do not. (I’ll let you be the judge of which fall into what category.) And if you’d like me to write a playbook on the dos and don’ts of Coachella brand trips, LMK — I have experience.

24 hours after arriving home from Indio, Sara and I landed in Orlando, Florida as hosted Ulta Beauty World! If you know anything about me, you know my main priority for getting to Orlando (besides the desire to work with Ulta on this event) was to get to the Four Seasons Orlando1, a property so beautiful and magical I cried tears of joy upon arriving on Thursday night after our duties ended. (Shoutout to the Hyatt where we stayed for UBW — the market had a bomb chicken salad that kept me going, our rooms could have fit a family of five, and it was merely a Skybridge away from the events — ideal for 7:45AM call times.) I know Orlando and Disney may not be everyone’s cup of tea, but stay at the Four Seasons and get back to me. I have no obligation to write any of this, it was simply a treat to myself. A splurge I was thrilled about. In fact, I extended my stay from Saturday to Sunday so I could utilize as many amenities as possible while also getting some time in at the parks. From the lazy river to the Oasis adults-only pool, Lickety Split for my morning breakfast and latte, the fabulous park view from my room, excellent bathroom setup (double sinks, large shower, nice tub), AMPLE CLOSET SPACE!!!, and the incredible spa where I had a necessary and dare I say life-changing 80-minute massage2, I had the Sunday Scaries Defcon 13 when I returned home. The property is picturesque, the staff goes above and beyond, and everything can be accommodated at the touch of a keyboard — you can text the concierge directly to handle all your needs. It’s worth every penny. And yes, there’s Disney art and signage around the property, but it’s not in-your-face (unless you want it to be, in which chase there’s a Goofy breakfast and movie viewings poolside), so even those that groan at the thought of theme parks or Disney adults won’t be annoyed.

If you don’t want to hear about theme parks, skip this section. This may be an unpopular opinion, but I don’t need to visit Epic Universe again unless there’s some kind of Halloween event at Dark Universe; the best ride in the whole park is the Frankenstein attraction and it’s not even close. If you want to do Disney in a day and don’t live near the other US theme park (Disneyland), get a park hopper for Magic Kingdom and Epcot, the two parks that I feel are worth making the effort to get to as an adult. (I love Hollywood Studios but there’s overlap with rides and experiences; Animal Kingdom is amazing if you can fit it in during the day, but I couldn’t.) It’s a small fortune, but the only way to do more than one park in a way that doesn’t crush your spirit because you’ve spent more time standing in line than experiencing actual attractions is to upgrade to the Lightning Lane Premier Pass so you ride as many as possible. I did this for Epcot so I could ride Soaring over the World4, the new Test Track, Frozen Ever After and Guardians: Cosmic Rewind at least once in the shortest amount of time. Guardians is by far the best ride (with a 150 minute standby line and no single rider available!) so walking in and getting on the coaster in 15 minutes flat was totally worth the high price tag of LLPP. (Plus, I got “Everybody Wants to Rule the World” as my song, which I willed into existence.)

Back to Ulta Beauty World: on Wednesday, Sara and I emceed the masterclass of 2000 patrons, showcasing 8 brands with their founders, including Natasha Denona, Jonathan Van Ness, Tina Knowles, Donni Davy, Anastasia Soare, and Bryan Edwards of fragrance brand Snif, with brands like Medicube and Saje also featured. Everyone went home with a makeup case full of products from the brands. Then, on Thursday, we headed to the brand expo, aka Ulta Beauty World. I loved this part of the experience because I hadn’t met Natasha Denona or used her brand prior, now the brand is integrated into my routine. Same with Snif. And for the other brands and founders who we did know, it was a delightful reunion!

UBW by the numbers:

• Over 200 vendors

• 3,000 guests in attendance

• Tens of thousands of dollars paid for brand booths, if not more

• Open 9AM-5PM for ticket holders

• $35 per shipping label for a box that could be filled with 25 lbs of product

• 1 Kardashian appearance (Khloé at the It’s a 10 booth)

• $2000 swag bag received at the end

• $160 for an expo ticket; $75 for a masterclass ticket

No, tickets were not set aside from the general public and no, not only influencers attended, which was a very bizarre rumor started when people didn’t get tickets. Two million people were virtually in line for 3000 tickets; the likelihood of getting one was slim. (It reminds me of when people were mad the rhode holiday collection sold out in seconds in 2024. Millions of peopole were in line!) Influencers were there, but as guests of brands. The Ulta Beauty Collective and press were invited; mine and Sara’s tickets were also not included in the 3K allotment, neither were the hundreds of staff. Influencers that were there to promote were invited and paid to be there by brands to make content. They don’t need to fly to Orlando to get product that’s already been sent to them by brands they already have relationships with.

I had several SEPHORA brands reach out to me. “How was it?” “How did it compare to SEPHORiA?” Before I can answer that question, we must learn some history:

Ulta’s event is a well-oiled machine and not by osmosis. Yes, last year was the first UBW in San Antonio, but that was just the first event offered to the public. The Field Leadership Conference is a yearly event that takes place with managers and leaders from Ulta stores, featuring keynotes and presentations from executives of the company and also surprise guests—Selena Gomez showed up for a fireside chat since Rare entered the retailer this past February. After a day of presentations, they have what is called the Brand Expo where Ulta employees can visit and meet with experts, reps and founders to learn about new products and the brand’s history, ethos, etc. with the hope being they’ll take all that information back to their respective stores and sell the hell out of them.

They’ve been doing this for at least a decade. And they thought of everything. The shipping situation was incredible: you paid $35 per shipping label for a box that could be filled with 25 lbs. of product. You could buy as many as you needed. Then you took your box and your bags of product into a large ballroom that had tables set up with tape and packed your boxes, weighed them, and left them to be shipped. (My video about the shipping and swag bag situation has half a million views.)

@kirbiejohnson#ultabeautyworld @Ulta Beauty

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Back when I hosted GMC, or the General Managers’ Conference as it was known as at the time, the expo was the highlight of the event. It only makes sense they opened it up to the public to compete with experiences like SEPHORiA and BeautyCon.

Full disclosure, which should be obvious but just in case this somehow wasn’t clear: Gloss Angeles, and thus myself, were paid for our role in the event this year. That said, none of my obligations included writing this newsletter or talking about it on the podcast, which we will be in today’s episode. All thoughts expessed here are from my own POV.

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It’s fascinating how much content is made around SEPHORiA, not just from the brands and experts but from the consumers who attend. Some of the top videos after the first session were participants detailing the best way to experience the event, whether or not they felt the ticket price was worth it, and of course, complaints. (Par for the course.)

@kirbiejohnsonHow to get navigate #SEPHORiA if you’re sessions 3 or 4 #sephora #sephorahaul @sephora

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A term that proliferated based on a few viral videos was “SAMPLEPHORIA,” a confusing reduction of the experience considering everyone who got a ticket walked away with a gift bag that retailed at least three times the cost of the ticket; some smaller sizes were included in the bags but there were a fair amount of full size offerings. Nowhere does it promise the event itself would include any product gifting— any product you did get was added value. However, Sephora should consider some of these notes for future. (Apparently, there was no way to get water? I was too busy running amuck.) Brands, it’s not enough to have a photo opp or merch. People want the opportunity to get additional product — it’s the expectation now, I’m guessing because Ulta Beauty World last year gave out full size products on the event floor.

SEPHORiA SUPERLATIVES

Longest line because of crowds: Summer Fridays, K-Beauty “Seoul to SEPHORiA” activation or Fenty Beauty

Longest line because of the setup: Touchland

This was a fun booth with an arcade motif, but people said they waited 45 minutes for a full-size product which then made it so they couldn’t hit all the other booths they wanted. Seems liken a traffic flow issue! The vending machine wasn’t working when we stopped by early during the first session.

Most Confusing Integration: Starbucks rebranding as… Starbies???

Even the Gen Alphas I asked thought it was a little weird.

Best Bang For Your Buck: The VIP Gift Bag

It’s the only way to go, me thinks.

Missed Opportunities:

Shark not having the ChillPill up for sale! No samples at Glossier, One/Size or Tower 28. And no special products or merch exclusive to SEPHORiA at the booths. (Also, not having Michael Jackson’s Black or White blasting upon entry… although this is my personal preference in general.)

Smartest Operation: Haus Labs or Rare Beauty

Haus shade matched patrons and sent them home with a sample of the product, the smartest way to seed a foundation at the event IMHO.

Rare Beauty also shade matched their upcoming True to Myself Natural Matte Foundation, gave patrons a discount code for purchase, plus $67 worth of top Rare products.

Happiest Customers: Makeup by Mario, Eadem in the VIP Lounge

Mario’s team swatched the new Ethereal Eyes palette on guests and then gifted everyone a full-size cream blush

Eadem’s setup in the VIP lounge included a full-size gifting of their Cloud Cushion Moisturizer

Most Knowledgeable: CYKLAR

The team at CYKLAR gave away body wash, fragrance keychains and explained which of their scents paired well together. The woman discussing them with us was spitting pure poetry. Also, Claudia showed up for a portion of the morning to meet with visitors.

Product I Got Irrationally Excited About: Kiehl’s Tamagotchi

Kiehl’s throwback theme to promote their new sunscreen included a virtual pet with 168 options. I still can’t decide if I want a Pig or a Sloth.

Smartest Merch: Paula’s Choice

In addition to samples of their three BHA products, including a new 4% option, they handed out coffee holders that wrap around your wrist, freeing up your hands. Genius.

Merch They Need to Cut Back On? Totes

Every booth had a tote. Suggestion: strategically pick which brands offer totes so that they get more foot traffic.

Best Looking Booth: Tatcha

If you’ve ever been to a Tatcha event or on a trip, their booth brought the brand’s world to life in an authentic way. (And also had a long line!)

Best Overall Concept: Paula’s Choice BHA Cafe

I loved that you could select your sample from a menu, scan a QR code to learn more about it, grab a coffee and put it in your branded coffee wristlet.

People are Talking About Alix Earle’s Skincare Line…That’s Why She Has One.

Alix Earle has broken through the traditional content creator barrier and infiltrated the mainstream, not unlike many highly decorated creatives like Quinta Brunson, Issa Rae, and perhaps the most famous of all, Justin Bieber. And if you’re scoffing to see her in that mix, lest I remind you that yes, all the aforementioned celebrities started out online, creating videos in some fashion, going on to make a name for themselves. (Brunson at Buzzfeed, Issa and Bieber on Youtube.) Earle went from a Miami college co-ed, doing her makeup in a filthy room on TikTok before a night out partying, to being flown across the world with brands, speaking at Harvard Business School, and competing on Dancing With the Stars. She is currently filming a reality show with her family for Netflix. Rumors that she was canoodling with Tom Brady, a very famous man 20+ years her senior, continues to make headlines. She’s invested and partnered with brands like Sip Margs and FRAME Denim, among others.

Perhaps a closer comparison of the content creator to mainstream success story is Patrick Starrr, but arguably, while Starrr may have a successful brand in Sephora, the general public outside of those who love his products likely do not know who he is. And, arguing further, I’d suggest Earle is on the same path as Hailey Bieber or even early aughts Kim Kardashian — she’s become a celebrity that people look to for recommendations and inspiration, and they’re fascinated by everything from her family, dating life and yes, her looks.

This week, Earle announced her skincare brand: Reale Actives. Based on everything noted above, this is the natural next step for a woman with a blossoming entertainment career. The people who follow Alix — enough of them to get her to second place on DWTS last fall, where it was reported they had the most votes in the show’s history — follow her for a few reasons. There’s the millennial bucket who watch her with envy, as she’s doing exactly what any other 25-year-old with her opportunities should do, like take all her friends to the Super Bowl and Coachella on private jets they don’t have to pay for, to attending the more-exclusive-than-ever Vanity Fair Oscar Party. There’s the bucket of Gen Z who follow her product recommendations religiously and enjoy when she shares the vulnerable and private parts of her life, like adopting her beloved foster pup Asia to crying about her breakup with footballer Braxton Berrios, knocking out a veneer on the Ritz Carlton cruise’s maiden voyage (in front of Kate Hudson no less) to her longtime struggle with acne. And then there’s the group who gawks, the ones who are envious, perhaps even jealous; the haters who love to tear apart everything she says or does.

But they still continue to watch and talk about her.

This is what makes someone popular, nay, successful, in 2026. Unless you were famous pre-Instagram, you are not simply beloved a la Dolly Parton, Julia Roberts or Denzel Washington. You must be revered and criticized often. You must be interesting enough to be gossiped about and worshiped. You must be sexy or salacious enough to be covered by Vogue, TMZ and the internet.

Enter all the coverage I’ve seen about the launch of Reale Actives. I’ve seen every thinkpiece available on God’s green internet about this brand: from publications to experts and influencers online, everyone has something (or wants something) to share about it, because people know it will certainly ellicit conversation.

@alixearleSo much more to say and will walk you through each product and why we have it in the routine! @reale actives 💚💚💚

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That’s precisely why Earle started a brand. Or why she had the opportunity to start one, rather. She gets engagement. And she gets conversion, too — several founders I’ve interviewed over the last five years have credited Earle’s influence for putting their product on the map and even selling it out. Drunk Elephant Bronzing Drops? The Earle effect. Charlotte Tilbury’s Contour Wand?

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