Alix Earle Invests in a Wellness Brand Already Backed by Hailey Bieber

Alix Earle is expanding her business portfolio with an investment in Cymbiotika, a wellness and supplement company she says she has personally used for years. The August 11, 2026 announcement positions the deal as more than a conventional celebrity endorsement because Earle is taking an ownership stake while also helping the brand reach her large social media audience.

Earle Says She Was Already a Cymbiotika User

According to Cymbiotika, Earle was using the company’s products before discussions about an investment began. She said her routine includes the brand’s Liposomal Vitamin C, Liposomal Glutathione, and Liquid Colostrum, which she uses as part of a schedule that involves travel, filming, and other work.

Her Investment Goes Beyond a Typical Brand Deal

The investment reflects a broader shift in which major creators are moving beyond sponsored posts and becoming investors in the consumer brands they promote. Earle is expected to use her TikTok, Instagram and YouTube platforms to educate audiences about Cymbiotika, and the company said a co-branded product could potentially be developed in the future.

Hailey Bieber Is Already Among the Brand’s Backers

Earle is joining an existing group of celebrity investors that includes Hailey Bieber and Kendall Jenner. Other names listed among Cymbiotika’s backers include Zac Efron, The Weeknd, Steve Aoki, Peggy Gou and the Jonas Brothers, giving the company a notable celebrity presence as it expands into mainstream retail.

Cymbiotika Focuses on Liposomal Supplements

Cymbiotika describes itself as a science-backed wellness company focused on nutritional supplements and liposomal delivery systems. The company says its approach is designed to improve the delivery and absorption of nutrients, while its product range includes supplements built around ingredients such as vitamin C, glutathione and colostrum.

The Company Has Been Expanding Quickly

Founded in San Diego in 2019, Cymbiotika has expanded rapidly beyond its original direct-to-consumer business. The company entered every Target store nationwide in late 2025, raised $25 million in outside capital in January 2026 while remaining profitable, and later expanded into more than 1,000 Ulta Beauty stores across the country.

Its Beauty-From-Within Strategy Is Growing

Cymbiotika’s expansion into Ulta reflects the growing overlap between supplements, beauty and wellness, sometimes described as the “beauty-from-within” market. The company’s strategy places nutritional products alongside more traditional beauty categories, giving it access to consumers who increasingly view wellness routines as part of their overall beauty and lifestyle habits.

Earle Is Building a Larger Business Portfolio

The Cymbiotika deal is another step in Earle’s evolution from social media personality into entrepreneur, brand founder and investor. She has also backed consumer brands including Poppi, SipMARGS and GORGIE, while launching her own dermatologist-developed skincare company, Reale Actives, in 2026.

What This Investment Could Mean for Cymbiotika

Earle brings Cymbiotika a large and highly engaged audience at a time when the company is moving deeper into major retail channels. Her involvement could give the brand another powerful voice among younger consumers, while the potential for product collaboration could eventually make the partnership more visible than a traditional investment.

A New Chapter in Earle’s Business Expansion

Alix Earle’s Cymbiotika investment connects her growing business portfolio with a wellness company that already has celebrity backers such as Hailey Bieber and Kendall Jenner. The deal also arrives as Cymbiotika expands across Target and Ulta and as Earle continues building a career that reaches beyond influencer partnerships into ownership, entrepreneurship, and product development.