Hero Cosmetics, the maker of Mighty Patch pimple patches, has tapped social media personality Alix Earle as its debut brand ambassador.
The 23-year-old TikTok star will feature in the skin care brand’s upcoming campaigns, speaking about her experiences with acne in an effort to help dispel the stigma around the condition, according to the brand.
"I couldn't be more excited and honoured to be the first-ever global face of Hero Cosmetics," said Earle.
“As someone who has openly struggled with acne since middle school, I know how emotionally frustrating and defeating it can feel when you can't find a product that works.
“I was first introduced to Hero a few years ago, and their pimple patches instantly became a part of my daily skin care routine.
“I'm so proud to work with a brand like Hero that promotes skin positivity and confidence."
Hero Cosmetics said Earle was the “the perfect partner” for the brand, due to her discussions around skin care to her audience of more than 10 million followers across platforms.
"We admire Alix's honesty about her acne journey and her skin confidence," said Ju Rhyu, CEO and co-founder of Hero.
“She has been a fan of Hero and has shared our solutions with her audience on her own numerous times.
“This organic brand love makes Alix the perfect person to be the first-ever face of Hero and we are ecstatic."
Who is Alix Earle?
Earle rose to fame on TikTok, posting ‘get ready with me’ (GRWM) videos, demonstrating her beauty looks as a then-student of the University of Miami.
She has since gone on to amass more than 8 million followers on the platform and also hosts the Hot Mess podcast.
Her TikTok videos have garnered almost 800 million likes in total on the platform.
This is not her first beauty partnership, as last year saw her team up with Benefit Cosmetics on a limited edition hot pink make-up bag and hair clips.
The bags, featuring the phrase ‘Alix made me buy it’, were exclusive to US retailer Ulta Beauty and included as a free gift when shoppers spent US$60 or more on Benefit products.
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