Alix Earle Is Hero Cosmetics’ First International Ambassador

Hero Cosmetics simply were given mightier.

The outside support emblem has tapped TikTok “It” woman Alix Earle as its first international ambassador, and can collaborate with the 23-year-old writer for a slate of activations via 2024.

“Alix has been so transparent about her own acne journey, and what we’re trying to do as a brand is normalize the struggles that come with acne,” mentioned founder Ju Rhyu, who first introduced Hero in 2017 on Amazon.

Utmost July, the emblem collaborated with Earle on a one-off TikTok video and noticed a spice up no longer best in the case of social media buzz but in addition mirrored in its Amazon Prime Day efficiency only some days then, in part via Earle’s personal Storefront.

“That was our first time working with someone of Alix’s [profile], and it performed so well that we wanted to go deeper with her,” mentioned Rhyu.

The partnership marks Earle’s first international ambassadorship, too.

“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’m so proud to work with a brand like Hero that promotes skin positivity and confidence,” mentioned Earle, whose 6.3 million-strong TikTok following has partly been propelled by way of her project to do the similar.

Hero crossed the 1 billion patches offered threshold ultimate fall, kind of a 12 months then its acquisition by way of Church & Dwight in September 2022 for $630 million. Up to now in 2024, the emblem has rolled out two balm merchandise — one for hydration and the alternative, cleaning — as a part of its struggle to additional create a holistic pores and skin answer portfolio.

The partnership with Earle is a key detail of a broader try by way of Hero to extend emblem consciousness. This 12 months, the emblem will make bigger at the “Pimple, Meet Your Mighty Patch” marketing campaign it debuted on social and streaming platforms ultimate 12 months, which reportedly drove a gross sales elevate of as much as 11.4 p.c at key outlets.

“The amount of people who took the time to watch those spots was off the chart,” mentioned Rhyu, including that the emblem’s core shopper is girls between the ages of 18 to 35. “Brand recall for Hero, but also Mighty Patch, is very high, and we’re going to double down on [the series] with different scenarios.”