Alix Earle has built a massive digital footprint by staying fiercely authentic with her audience. From her deeply personal social media content to her unscripted reality series, Earle Meets World, the digital creator is known for maintaining a remarkably honest approach to life. That transparent philosophy extends directly into her personal beauty routine. For her nearly 15 million combined social media followers, Earle has consistently broken down the walls of perfectionism, speaking openly about her skincare journey and past struggles with acne—an experience that ultimately inspired her to launch her own skincare brand, Reale Actives.
Whether she is preparing for a high-profile red carpet appearance, a special industry event, or simply heading out for a night with friends, Earle is no stranger to the viral "Get Ready With Me" (GRWM) video format. Millions of viewers routinely tune in to watch her assemble her glam looks, noting the exact products she swears by. Timing her recommendations with precision, Earle’s latest beauty favorites are currently in the spotlight as Amazon hosts its two-day Prime Big Deal Days event, running on October 6 and 7.
In a recent conversation, Earle discussed her absolute desert-island Amazon beauty products—the items she has relied on for years or those that hold a permanent, non-negotiable place in her daily get-ready routine. Beyond her must-have products, she also opened up about her evolving beauty philosophy, the specific trends she is currently embracing, and the aesthetics she is deliberately leaving behind. Moving away from her signature Miami look, Earle’s style is leaning toward a more European sensibility these days.
Alix Earle’s Personal Amazon Beauty Picks
Too Faced Better Than Sex Waterproof Mascara
When it comes to eye makeup, Earle maintains one strict rule: her mascara is non-negotiable. She relies heavily on the Too Faced Better Than Sex Waterproof Mascara, a product that has been a staple in her makeup bag since her high school years.
"This is the only mascara that I will use," Earle shares. "I discovered it in high school, and I haven’t switched it up since. Even when I get my makeup done or get glammed up, I’m always bringing my mascara. It’s my one non-negotiable product. I feel like it does a really good job of holding the curl, which is why I love the waterproof version. But it also gives you really great volume. It makes my lashes feel full and long, and they stay all night long."
Charlotte Tilbury Eyeshadow Quad – The Uptown Girl
Navigating complex eyeshadow palettes can often feel intimidating, even for social media beauty experts. To keep her glam routine streamlined, Earle turns to compact luxury products that remove the guesswork. Her preferred choice is the Charlotte Tilbury Eyeshadow Quad in "The Uptown Girl."
"I love this palette because it’s smaller, so it’s easy to travel with," she explains. "I feel like I’m not the best at doing my eyeshadow, so I like that there are just four different colors. For me, when it comes to eyeshadow, keeping it simple is better. If I have a super-big palette, I’m probably getting overwhelmed and not knowing exactly what to do. I’ll usually do a little bit of a light, smoked-out, shimmery eye with it."
NYX Matte Finish Setting Spray
Longevity is a critical factor for anyone spending long hours under studio lights or navigating active evening schedules. For Earle, setting spray is not merely a final step, but a multi-stage technique used throughout her entire makeup application process.
"I use setting spray every time I do my makeup, and multiple times throughout the makeup process. I like to do it after every layer," Earle notes. Specifically utilizing the NYX Matte Finish Setting Spray, she applies the formula strategically between product transitions. "If I do my cream products and then my powders, I like to use setting spray in between. I feel like it just melts everything into place and makes it come together. Then, of course, you have the benefit of your makeup staying on all night, which is great for me because I’m usually having a longer night."
Shark Flexstyle Glam Ceramic+ Air Styling + Drying System
Hair care is just as central to Earle’s aesthetic as her cosmetics, and she requires tools that offer both versatility and efficiency, particularly while maintaining a demanding travel schedule. Her primary tool of choice is the Shark Flexstyle Glam Ceramic+ Air Styling + Drying System.
"I’ll do a variation of looks with the Shark FlexStyle. I really like that you have all the different tools in one, especially when I’m traveling. It’s easy to have everything I need in one place and switch out the different tools," she says. Because she wears hair extensions, proper drying and styling are essential to maintaining a polished look. "I like to do a blowout, curled look with it. That’s either using the curling iron pieces, or I’ll use just the brush part to give my hair a nice, straight blowout after the shower because I have extensions. If I don’t blow out my hair, they dry a little curly and crazy, so I definitely like to go through the ends of my hair after I shower."
Phlur Strawberry Letter Eau de Parfum
Fragrance selection is another area where Earle has recently expanded her horizons. While she traditionally gravitated toward deeper, heavier aromas, she has begun incorporating playful, fruitier notes into her seasonal rotation. Her current favorite is Phlur Strawberry Letter Eau de Parfum.
"I’m not usually drawn to fruitier fragrances. I always went for more of a musky type of scent," Earle admits. "Recently, I’ve upped my perfume collection, and I wanted to start playing around with different scents for different occasions or whatever I’m doing. I really like this one because it has that fun, fruity, fresh scent to it. I wanted a different perfume for fall and something that just smelled delicious and a little bit yummier."
Q&A
Are there any beauty trends on social media or otherwise that you’ve been loving lately?
Recently, I’ve been really liking a more matte look with my makeup, and I’ve been liking a matte lip. I just found EOS Lip Butter ($7). I actually just tried it out yesterday for the first time. I’ve been skipping lip gloss, but then my lips have been feeling so dehydrated when I go out. I wanted to find something that had a matte look but was also hydrating, and I loved it so much. That’s going to be my new go-to.
On the flip side, are there any beauty trends that you’ll skip?
Probably anything with straight, sleek, glossy hair. I usually like a little bit more texture and crunch in my hair. The bigger, the better for me. I’ve been teasing my hair a lot, too. Whatever the opposite of clean hair is, I love that.
That’s such a look. Just out of curiosity, how would you describe your current beauty aesthetic, and has it changed at all over the last few years?
I would say right now I’m really into ’60s-inspired glam mixed with ’90s-inspired glam. I’m loving it. Like I said, bigger hair… I would say it’s evolved over the past few years. I think I had a very Miami-inspired sense of glam. I was always very, very tan with platinum-blonde hair, and I’ve been trying to change it up a little bit. I’ve just been loving anything that feels a little vintage-inspired. I’ve also been really liking curling my hair inward and toward my face. I feel like that gives a little bit more of that vintage aesthetic.
Last but not least, you recently went Bambi Bronde for fall. Has it inspired you to switch up your go-to makeup look at all?
I’ve really been liking a tonal, monochromatic look, which is sort of what inspired this in the first place. I wasn’t sure if I was ever actually going to commit to the switch and try it out, but I figured fall was a fun time to experiment and try something new. I’ve really been liking things that feel bronzy and have a mix of warm and cool tones. I would say maybe a little bit more on the cool-toned side because my hair has a sort of ashy tint to it. Overall, though, I’ve really been liking a monochromatic look.