- Alix Earle has taken an equity stake in liposomal supplement brand Cymbiotika.
- She joins existing celebrity investors Kendall Jenner, Hailey Bieber, Zac Efron, Steve Aoki and Peggy Gou.
- The deal includes Earle promoting Cymbiotika across her social channels, with a co-branded product possible down the line.
- Cymbiotika posted $150 million in 2025 revenue and has recently expanded into Target and Ulta Beauty.
TikTok star Alix Earle has added another line to her investment portfolio, taking an equity stake in Cymbiotika, the San Diego liposomal supplement brand she says she’s used for years.
Earle, who has more than 14 million combined followers across TikTok, Instagram and YouTube, said she’s relied on Cymbiotika’s Liposomal Glutathione, Vitamin C and Liquid Colostrum because they “actually work” and keep up with her schedule.
Cymbiotika co-founder Durana Elmi called Earle “where wellness is going: personal, practical and built on things that genuinely work.”
She joins a growing roster of celebrity backers, including Kendall Jenner, Hailey Bieber, Zac Efron, Steve Aoki, Peggy Gou, The Weeknd, and Post Malone, several of whom joined Cymbiotika’s $25 million funding round in January.
Model Emily Ratajkowski fronted an ad campaign for the brand’s Ulta launch in March, and singer Peso Pluma struck a product collaboration with Cymbiotika last October.
For Cymbiotika, the Earle deal caps a fast-moving year: the brand entered Target last fall, closed its $25 million round in January, and launched at Ulta Beauty in March. The five-time Inc. 5000 honoree now sells in more than 3,000 retail outlets.
This isn’t Earle’s first investment. She held equity in Poppi before PepsiCo bought the soda brand for nearly $2 billion in 2025, and last year she took stakes in the canned margarita brand SipMargs and the energy drink brand Gorgie, a partnership she and Jon Bon Jovi fronted in a strategic investor campaign. In March, she launched her own skincare line, Reale Actives.
The Cymbiotika deal fits a wider pattern of influencers trading endorsement fees for equity. Earle joined Sydney Sweeney and Ice Spice earlier this year in backing AI shopping app Phia’s $35.5 million Series A, and creators Katie Fang and Aliya Rachinski became ESW Beauty’s first “creator equity partners”.
As Cymbiotika builds out its omnichannel presence, Earle’s built-in audience gives it real cultural reach heading into the back half of 2026.
Takeaways
Earle isn’t just cashing an endorsement check here; she’s putting money behind a product she was already using daily, which is exactly the kind of “authentic” backstory brands are chasing right now.
It also cements her as one of the influencer economy’s more disciplined operators: rather than spreading herself across dozens of paid posts, she’s building a concentrated portfolio of wellness, beauty and beverage bets (Poppi, Gorgie, Reale Actives, now Cymbiotika) that all reinforce the same lifestyle brand.
For Cymbiotika, stacking Earle onto an investor list that already includes Kendall Jenner and Hailey Bieber suggests the company is less interested in one big splashy ambassador and more interested in a critical mass of famous believers who talk about the product organically.
Does an investor stake actually read as more “authentic” to fans than a paid partnership, or has that distinction already blurred? With so many celebrities now on Cymbiotika’s cap table, does adding Earle move the needle, or is the brand just consolidating an existing wellness-influencer network?
