The next 'Kim Kardashian': Why everyone is suddenly obsessed with Alix Earle.

Within the last three months, Gen Z has become transfixed on one woman: Alix Earle. 

In the world of social media, obtaining a huge following online isn't difficult – but keeping them interested? That is a challenge all on its own. However, Earle has managed to find a niche in her own corner of the internet and now she's bathing in the fame. 

The 22-year-old, from New Jersey, has had a drawn-out moment in the spotlight following a string of consistently viral videos. Her golden rise to online fame began not through dancing videos (as it so often unfolds on TikTok) but through three-minute-long snippets where she discusses her life while getting ready for the day.

In just one month, she's managed to gain over 1.7 million new followers – and the number is still rising.

Watch this clip of Alix Earle on TikTok. Post continues after video. 

Earle, who is majoring in business administration at the University of Miami offers up hair and makeup tutorials. Her loyal followers have sold out plenty of beauty items including Benefit’s Roller Lash mascara, the Dyson Airwrap and every other Earle-approved product. 

As we know, it takes a certain finesse to gain a loyal following on social media. It requires a unique charm, interesting content and usually a look firmly rooted in the beautiful-face space. With all three combined Earle jumped from just a few hundred thousand followers on TikTok to millions in a relatively short time. 

Instagram @alixearle.

Her day-to-day monologues while she applies coats of mascara became so huge and synonymous with her brand that it's given her allegedly $100,000 brand collaboration deals and even one with Selena Gomez to promote her make-up line Rare Beauty.

Her endearing nature isn't the only quality that's gotten her up to the millions in followers or a hashtag (#AlixEarle) that's racked up 332.3 million views. Earle's family life has also become a point of curiosity for fans when it was revealed she is an heiress to a 54-year-old New-Jersey-based road construction and paving company. 

Her father, Thomas Earle, serves as the company's CEO and has made headlines following his high-profile affair in 2008. Almost 15 years ago, reports claimed he was cheating on his then-wife, Alisa, with Ashley Dupré. 

Dupré was part of the Emperors Club VIP escort agency and she was involved with the former New York governor Eliot Spitzer. Her involvement in the escort agency led to his resignation from office. 

Thomas and Ashley Dupré married in 2013 and the pair share three children together – Izabel Jagger, Penelope and Thomas James II. Throw them in the mix with Alix and her sister Ashtin, and you've got quite the full household.

Alix Earle and her sister Ashtin. Image: Instagram @ashtinearle.

Despite the adoration from those online, her rise to fame has also resulted in others dissecting exactly how she got so popular so quickly.

One influencer on TikTok, who discusses human psychology on her page, Elisa Grey, says Earle's success is contributed to her being the "pretty cheerleader you think is mean" but isn't. She also said the 22-year-old is a "clear-cut example of reaping the benefits of pretty privilege".

"She's skinny, she's tan, she's blonde, [she] has nice boobs," the creator said in one video. "She has a classic look that will never go out of style. And if it wasn't for her aesthetic, she wouldn't be blowing up right now." 

@elisajgrey Grwm to go to the gym #prettyprivilege ♬ original sound - Elisa Grey

"It's not an insult to her," Grey adds. "It's a note to human nature."

There's been criticism against Earle building too, with some questioning how people can worship a "random white blonde mega-rich woman" for "no apparent reason".

Listen to Lowbrow, hosted by Holly Wainwright and Shannen Findlay who take turns breaking down the pop culture moments, from the perspective of two women 25 years apart. Post continues after audio. 

Nonetheless, Earle is still raking in followers and has become famous enough to make headlines. 

Earlier last month, she announced she had broken up with her boyfriend and professional baseball player, Tyler Wade. The breakup with the Oakland Athletics player propelled her fame to new heights because fans speculated about the cause of the breakup.

"We have been fighting for a bit," Earle said in a TikTok live stream. "I just was not happy with the way that I was feeling. Like, he wouldn't post me."

While not everyone is a fan of her – Earle says she doesn't mind. 

"Looking back, I thought my life was over," she explained in a story about having to leave her sorority. “If I could go back, I would not change anything… Everything happens for a reason.”

Feature Image: Instagram @alixearle.

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