00:00I got invited to a top secret meeting and it turned out to be the reveal of Alex Earle's new
00:04skincare brand. Three months ago, I was summoned to a hotel suite in lower Manhattan. The invitation
00:09was secretive. At first, it only mentioned a VIP founder who was launching some sort of brand in
00:142026. By the time I got there, I found out that it was Alex Earle's new skincare brand called
00:18Real Actives. What surprised me most about meeting Alex and talking about her new brand is just how
00:23aware she is of some of the skepticism around celebrity brands today. She fully knows that a
00:28lot of people don't find them to be authentic and that people question how involved the celebrity
00:33actually is. So one of the things she's trying to do is really communicate how involved she was in
00:38developing this brand over the past two years. She had unlabeled products in the background of her
00:42content and so her followers have been expecting that something might have been in the works for
00:47more than a year now. This is Alex's first time as a founder, but she's really not new to the
00:52business
00:52world. Alex has spoken twice to students at Harvard Business School and at Harvard, there are a lot of
00:57aspiring founders and entrepreneurs and they're really following how to build a business today,
01:02not 10 years ago. And Alex is really an expert in influencer marketing, which is something that
01:06is still kind of a wild, wild west. Something that a lot of business leaders know is important,
01:11but they don't quite understand. Alex talks about how when she first started posting on TikTok,
01:16she was acting like she was an influencer before she really was. And it was kind of embarrassing for
01:21her to just post this content that was like she had millions of followers when she didn't have
01:26that following yet. But now, of course, so many people want to follow in her path and people
01:30really respect influencing as a true career. So for anyone else who really wants to make that leap,
01:36she encourages them to just keep posting and not worry about what other people think.
01:39Post more than they have to. She says you should always be in people's faces even more than you think
01:44you need to be.
01:45You
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