UTA signs TikTok ‘it girl’ Alix Earle

United Talent Agency is harnessing the power of “the Alix Earle effect.” The Beverly Hills firm known as UTA has signed Earle, whose TikTok fame has established her as a Gen Z ‘it girl.’

Through the deal, UTA will provide Earle with representation in all areas. The 22-year-old has had a breakout year on TikTok, where her videos reach 4.8 million followers. Her content ranges from simple “get ready with me” videos to travel vlogs to honest discussions about mental health.

@alixearle He doesn’t know what a pub sub is .. TEA #grwm

#umiami #patrickta ♬ original sound – alix earle

Earle’s influence extends far beyond TikTok. By identifying her favorite products, the current University of Miami student has created a phenomenon that has been dubbed “the Alix Earle effect.” Thanks to her endorsements, stores have sold out of her preferred beauty products, her favorite light, and much more. She is so influential that some outlets have found it easier to list Earle-endorsed products that haven’t sold out.

With UTA behind her, Earle will look to move into fields like TV and audio. The agency noted that Earle gets about 40 times as much engagement on Instagram compared to other public figures. “Alix has taken social media by storm, and we look forward to introducing her relatable content to more audiences across new platforms,” said UTA Partners Ali Berman and Oren Rosenbaum in a joint statement.

Earle will continue to be repped by Kevin Yorn and Todd Rubenstein at Yorn Levine, as well as strategic publicity and branding firm Align PR. Though she may not be TikTok’s it girl forever, she has set herself up for long-term success. Now all she needs to do is clean her house.