X-rated leak, celeb rift & F1 hunk… inside Alix Earle’s bid to be the new Kim K after vowing to ‘do anything’ for fame

SHE once candidly admitted that she’d “do anything for a viral video” but now Alix Earle is chasing something bigger than views – she wants to be a global icon like Kim Kardashian. The 25-year-old former marketing student has gone from Miami party girl to one of the most influential content creators on the planet and by seemingly following the Kardashian playbook (a string of A-list exes, an X-rated scandal, a major celebrity feud and a fly-on-the-wall documentary) she’s set to go even more stratospheric – but there is a catch. Alix Earle has become one of the world’s biggest influencers with over 8.5 million followers on TikTok Credit: Getty Alix has been following in Kim’s footsteps – with one particularly noticable comparison being their wardrobe Credit: Tomas Herold Alix, who has 8.5 million followers on TikTok, told Jamie Laing’s Great Company podcast in April, how hungry she was for notoriety at the start of her social media career, saying: “I will do anything for a viral video on this app.” Now she has an estimated net worth of $20 million, A-list pals including Selena Gomez, lucrative brand deals with soda brand Poppi and Dunkin’ doughnuts and has appeared on Dancing With The Stars, Netflix mini series Too Much and the Super Bowl LX Halftime Show. The similarities between Alix and Kim, 45, who has 344 million followers on Instagram and a net worth of near $2 billion, are becoming increasingly difficult to ignore. PR & Reputation Expert Olivia Bennett, Senior Digital PR Account Director at Go Up, said: “Is Alix the new Kim Kardashian? I think she’s probably one of the strongest candidates we’ve seen.” Both Alix and Kim are “cultural icons” of their generations, with Kim defining celebrity for the millennial reality TV era and Alix emerging as Gen Z’s answer for the TikTok age. Now, with her glossy Netflix show Earle Meets World launching on September 4, Alix is following Kim’s most lucrative move of all – turning her family into a brand. The series sees her dad TJ, mum Alisa and her mum’s partner, stepmum Ashley Dupré, sister Ashtin and younger half-siblings all stepping in front of the cameras, giving viewers an intimate look at their blended family. TJ appears to have taken a leaf out of Kris Jenner‘s book by becoming Alix’s manager and earning himself the family nickname “Dad-enger.” Kim has made her personal life part of her brand Credit: Getty Alix is now following Kim’s celebrity playbook to gain fame Credit: Getty At one point, he is seen dealing with one of the Earle clan’s latest antics while complaining: “I’m not a fun dad, I have too much s*** going on.” It is difficult not to hear echoes of Kris, 70, who turned managing her daughters’ careers into a family business and helped transform the Kardashian name into one of the most valuable brands in pop culture. Their rumoured net worth currently stands at over $3 billion. But while Kim stumbled into her global business empire after her Sex Tape leaked, Alix has made no secret of chasing it. She was still a marketing student at the University of Miami when she began filming herself getting ready for nights out, chatting to online strangers about hangovers, heartbreak and dating – all in pursuit of that one video that would blow up. Her brutally honest “Get Ready With Me” videos turned her into a phenomenon, which led to the so-called “Alix Earle effect,” seeing products such as the Drunk Elephant Bronzing Drops receive a huge sales boost after she recommended them and allowing her to turn her enormous online following into a business empire. From there came her Hot Mess podcast – which peaked at number one on the Spotify Podcast Charts shortly after its launch in September 2023, an energy drink venture with Jon Bon Jovi and her own skincare brand. There were also music video appearances with pop stars Kid Laroi and Benson Boone, and investments in supplement startup Cymbiotika alongside Hailey Bieber and Kendall Jenner. Earlier this year Alix was even invited on stage with Bad Bunny during his Super Bowl half-time performance, which brought in 4.157 billion global views globally. And like Kim, Alix has proved that being an influencer is only the beginning. Alix appeared on Dancing With The Stars last year and finished runner-up, emulating Kim after she competed on the US show back in 2008. Both women have also been recognised by TIME for their influence, with Alix making its inaugural TIME100 Creators list and Kim previously appearing on TIME’s list of the world’s 100 most influential people. It is another sign that Alix is making the same journey Kim did – from someone famous online to someone whose influence exists far beyond the internet. This is what makes Earle Meets World such an intriguing show. Despite being based around a woman who has spent years putting her life online in pursuit of exactly this moment, the fly-on-the-wall series actually reveals plenty her followers have never seen. But moving from controlling your own TikTok narrative to handing your life over to a television production comes with its own risks. Alix’s family are joining her in the spotlight in their new Netflix show Credit: Getty The Kardashian family turned reality TV into a dynasty Credit: Getty Bennett said: “Where it becomes really valuable is expanding that recognition. There’s a difference between being incredibly famous online and becoming somebody your mum, your aunt and people who have never opened TikTok would recognise. Netflix can take her beyond the audience she already dominates and introduce her to people who otherwise might never come across her. “The risk is that longer-form television is much less controllable. On your own channels you choose the story, the clip and what never makes it online. When cameras are following your family around, suddenly other people have much more influence over the version of you that audiences see. That could make her more famous, but it also makes her more exposed.” And the supposedly unstoppable party girl is considerably more vulnerable away from her TikTok camera. Alix’s most intimate Netflix confessionals are filmed from her bed, as she talks about relationships, family and the pressure of having millions of people feel they know her. She admits the next man she dates needs to be her husband because she is too frightened to go on a dating app and worrying that nobody is sliding into her DMs. She needn’t worry, like Kim, she has dated an array of handsome, top-of-their-game athletes. Kim famously dated NFL star Reggie Bush and NFL player Miles Austin and married NBA player Kris Humphries before her romance with Odell Beckham Jr, while more recently she has been linked to Formula One superstar Lewis Hamilton. Alix has dated baseball player Tyler Wade and NFL star Braxton Berrios before being linked to former NFL legend Tom Brady. In the new series, she hints toward confirming her short relationship with Brady was more serious than the public realised, while joking about her apparent weakness for sportsmen. “I don’t have a type, it’s personality,” she says. “Maybe athletes.” Her current rumoured romance with Lando Norris, 26, only adds to the similarities. The McLaren driver and Alix have been getting increasingly close since meeting while partying during the Monaco Grand Prix, later reuniting in London for a late-night Mayfair outing which stretched until almost 4am. Our expert added: “The circles you’re seen in absolutely affect how the public perceives your level of celebrity. Once somebody who became famous online is regularly appearing alongside major names from sport, entertainment and fashion, they stop looking like an influencer who occasionally meets celebrities and start looking like part of that celebrity world themselves.” Even their wardrobes appear to be speaking the same language. Alix has increasingly embraced figure-hugging bodycon dresses, glossy leather and oversized fur coats, echoing the looks that helped make Kim’s early style so instantly recognisable. But perhaps the smartest part of Kim’s formula was utilising the family name – and Alix’s family are already following the same path. Her sister Ashtin has become a major content creator, while younger sister Izabel, who posts under the name Izabaddie, has built an audience of around 135,000 on TikTok. The younger Earles are becoming recognisable characters in Alix’s world, just as the Jenner sisters – Kendall and Kylie – went from supporting players in Kim’s story to brands of their own. Bennett said: “The Kardashians became much bigger than one person because audiences eventually had a relationship with the whole family. Different people had their favourite sister, their favourite dynamic and their own reason for watching. Kim and Alix share a very similar dating history – particularly with sportsmen Credit: Shutterstock Editorial After dating mulitple NFL players, Alix has now been linked to F1 star Lando Norris Credit: Getty “Alix bringing Ashtin and the wider family into the series gives her the opportunity to build something bigger than ‘the Alix Earle show’. If viewers start becoming invested in the other personalities and relationships around her, you suddenly have a world that can continue producing stories rather than one influencer having to carry everything herself. “The reason that model is so difficult to reproduce is that you need people to care about the family members individually, rather than simply caring about them because they happen to be related to the famous one.” And like the outspoken Kardashians, the family are not afraid to discuss the more personal details of life on camera. Alix opens up about her insecurities, while TJ reveals the part he played in his daughter’s boob job. And TJ’s involvement goes even further. In a moment revealed on the show, Alix tells how her dad steps in to help deal with the fallout of an X-rated moment before the scandal enters the public eye. It followed an earlier incident in 2023 when she revealed how an ex-pal sent an explicit photo of her to then Miami Dolphins player Braxton Berrios, who she would later date, without her consent. She later revealed on her podcast: “I’m laying on my bed naked, butt cheeks were out and this person decides to take a picture of me. “My legs are spread a little bit, my taco is out. This person then texts this picture to Braxton. I didn’t want him to think I wanted this to happen, I was bawling my eyes out. What an invasion of privacy.” Alix and then boyfriend Braxton Berrios who had been sent an explicit picture before they started dating Credit: WireImage Kim K and then boyfriend Ray J in 2006 Credit: John Shearer/WireImage.com The incidents are a familiar chapter for anyone who followed Kim’s rise, after her own sex tape with Ray J was released in 2007 and became one of the defining scandals of her early career. Kim sued to stop its release before eventually settling with Vivid Entertainment, but the extraordinary publicity surrounding the tape helped propel her from Paris Hilton’s famous friend into a household name, before Keeping Up With The Kardashians arrived just months later. Now, almost two decades on, Alix was near to navigating her own very modern version of that experience. “I didn’t think it would be f***ing real,” admits her dad, of influencer culture. Now he is running her career. Alix has also accumulated enough personal drama to keep the cameras rolling, with her explosive split from Berrios explored in depth and her fallout with podcast queen Alex Cooper finally addressed. Alix, as teased in the trailer, reveals she was “blindsided” by the breakdown of their relationship. “She’s trying to paint it as I’m just like this crazy lunatic who is, like, hating her for no reason,” she says. “There’s a reason.” Kim has never exactly been a stranger to a public feud either, having gone head-to-head with everyone from Taylor Swift and ex-husband Kanye West to Katie Couric, while her rows with family members have regularly played out in front of the cameras. Alix’s fame has come with a string of scandals – including the highly publicised Alex Cooper tensions Credit: Getty Alix reveals another – more intimate – side to herself in the new show Earle Meets World, out on Netflix on September 4th Credit: Netflix Like Kim, Alix has realised that a celebrity falling-out can become just as compelling as a romance. It is that willingness to let the glamorous image crack that made Kim’s reality television so compelling in the first place – and that same instinct for what makes people watch is exactly what turned a marketing student’s TikToks into a global brand. But Alix’s ambitions now extend beyond simply becoming a bigger name. She launched skincare business Reale Actives this year and has also made investments in companies including Poppi and SipMargs, as she begins moving from being the face of brands to having a stake in them. Our PR expert continued: “The really valuable part of Kim Kardashian’s career wasn’t simply becoming famous. It was eventually turning that attention into businesses she actually owned. “Alix has an audience, a recognisable personal brand, a Netflix series and now her own products and investments. Those are much more important building blocks for a long-term career than having millions of followers on their own.” There is, however, one crucial difference between Alix in 2026 and Kim when Keeping Up With The Kardashians began in 2007. Alix does not need television to make her famous. She already has millions of people invested in her life before the first episode has even aired, meaning Netflix is not creating her celebrity – just giving the fame she once said she’d do “anything” for a much bigger stage. But with the Dadenger in the Kris Jenner role, famous athlete exes, matching outfits and family scandals, the Kardashian blueprint is unmistakable – and Alix isn’t shying away from it.