Cymbiotika, the wellness brand, has received investment from social media star, Reale Actives founder and entrepreneur, Alix Earle.
Earle has backed the wellness brand following years of daily use, reflecting a growing trend of influencer investment into companies they champion.
"I am so excited to invest in Cymbiotika,” said Earle.
“I have been taking their Glutathione, Colostrum and Vitamin C for years because they are the only supplements that have actually kept up with my schedule.
"Between travel, filming and everything else I have got going on, I need a supplement that is convenient to take and actually works.
“Cymbiotika's liposomal formulas are different; my body actually absorbs them, so I feel it.
“This is not just a supplement brand to me, it is the standard I hold everything else to.
“I am thrilled to work alongside Durana [Elmi, Cymbiotika’s co-founder and Chief Creative and Experiential Officer) to help shape where Cymbiotika goes next."
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As part of the investment, Earle is set to leverage her 14 million-strong following across TikTok, Instagram and YouTube to educate her audience about the brand.
There is also potential for a co-branded collaboration in the future.
Elmi said: “Wellness used to mean a green juice and a gym membership.
“Today it means a lot more: how clearly you think, how well you sleep, how you move and the small rituals that mark your day.
“We have always believed real wellness comes down to the quality of what you put in your body, which is why we built Cymbiotika around liposomal absorption.
“Your cells actually take in what you are taking, so you need less to feel more.
“That is why Alix is the right fit for us.
“She is honest about what her routine really looks like day to day and now she is an investor helping shape where we go next.
“To me, she is where wellness is going: personal, practical and built on things that genuinely work.”
Earle joins a growing list of celebrity investors in the brand, including Rhode founder Hailey Bieber, model Kendall Jenner and DJ Peggy Gou.
Earlier this year, Earle launched her own dermatologist-developed, acne-focused skin care brand, Reale Actives, following years of sharing her struggles with cystic acne on social media.
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