Hawaiian Tropic is tapping Alix Earle once again, but this time she won’t be demonstrating “tan-tric” positions.
In its latest campaign, the multihyphenate — who partnered with the sun care brand last summer to bring its “Tana Sutra” marketing push to life — will star in a new music video set to the ’90s hit, “I Touch Myself” by Divinyls. The video opens with Earle lounging by the beach, basking in the sun. It then cuts to a dance sequence centered around the “Dancing With the Stars” runner-up, who proceeds to spritz herself with Hawaiian Tropic sunscreen and request help with her back. “Touch yourself and glow,” the tag line reads.
“This campaign combines everything I love — dance, confidence and not taking yourself too seriously. Hawaiian Tropic turned SPF into a whole vibe, and getting to bring that to life through movement was such a dream. It’s fun, it’s flirty and it’s the kind of energy I want to live in all summer,” said Earle in an official statement.
Earle’s inaugural collaboration, “Tana Sutra,” followed a similar light-hearted — albeit cheeky — energy. The 60-second commercial saw the 25-year-old entrepreneur demonstrate five “tan-tric” positions for “optimal” results, including the Flip-flop, the Hibiscus Hottie, the Selfie Stretch, the Sunshine Snooze and the Miami Mist. Upon its release, the campaign garnered widespread attention, amassing more than 1.2 million views on TikTok.
Hawaiian Tropic’s “Tana Sutra” campaign starring Alix Earle.
Of the 2026 campaign, Veronique Mura — general manager and senior vice president body and skin at parent company Edgewell Personal Care, said: “We wanted to lean into a universal language that everyone speaks — dance — to make that process more enjoyable and invite people to bring out their most radiant self.
“Hawaiian Tropic is all about helping you feel like your sexiest self before, during and after your time in the sun. Application is usually considered a chore in an already clinical category, so we knew we could bring something fresh, fun and wholly Hawaiian Tropic to the table,” she continued in the official press release.
Alix Earle in her latest campaign for Hawaiian Tropic.
The second installment of this partnership comes hot off the heels of Earle’s newest business endeavor: Reale Actives. A skin care line developed with the acne-prone consumer mind, Reale Actives debuted on March 24, launching with a four-item ritual comprised of a makeup cleansing balm, an exfoliating gel cleanser, a mandelic acid serum and a barrier-boosting moisturizer.
In an exclusive interview with WWD, Earle said she considered going the makeup route first. “I actually started with thinking I wanted to do makeup,” she said. “I was just so invested in making something that would be good for acne-prone skin care. And as we were talking about different things, I only really cared about something that was going to be good for acne-prone skin.”
