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Beauty and health products expanded into Target and Ulta.
August 12, 2026
By: Melissa Meisel
Influencer Alix Earle has become an investor in Cymbiotika, the science-backed wellness brand known for its clean ingredients and advanced liposomal delivery.
According to the indie company, this is an equity stake, not a brand deal, and it grew out of years of genuine daily use with a co-branded product on the table down the line.
Earle is putting her own capital behind a brand rather than signing a sponsorship, the latest signal that top creators are increasingly investing in and not just promoting the companies they champion.
She’ll bring her 14 million-follower audience across TikTok, Instagram and YouTube to the partnership with a daily stack: Cymbiotika’s Liposomal Vitamin C, Liposomal Glutathione and Liquid Colostrum.
Cymbiotika rolled out into Target nationwide late last year and expanded to over 1,000 Ulta doors this spring.
“Wellness used to mean a green juice and a gym membership. Today is means a lot more,” said Durana Elmi, co-founder of Cymbiotika.
The influencer made Happi headlines this past year, coming clean about acne struggles and working as a spokesperson for sun care brand Hawaiian Tropic.
In 2023, she was cited as an influencer on the rise.
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