San Diego–based Cymbiotika said today it is bringing on fashion and beauty influencer Alix Earle as an investor. As part of the partnership, Earle will use her platform of 14 million followers across YouTube, TikTok, and Instagram to promote the brand.
Serial entrepreneur couple Durana and Shahab Elmi and Chervin Jafarieh launched Cymbiotika in 2019. It’s best known for its squeeze packets of liposomal supplements, in which the active ingredients are wrapped in a fat-like substance that helps make them easier to absorb.
The company has been profitable for several years, and was bootstrapped until January of this year when it brought in $25 million in outside capital, mostly from celebrity fans-turned-investors including Kendall Jenner, Hailey Bieber, The Weeknd, Zac Efron, Steve Aoki and the Jonas Brothers. The company reported $150 million in annual revenue in 2025.
Earle said in a press release announcing the partnership she’s excited to invest in the brand because it “actually works.” She’s been using a daily stack of vitamin C, the antioxidant glutathione, and liquid colostrum, which is thought to support healthy skin, hair, and nails.
“This isn’t just a supplement brand to me; it’s the standard I hold everything else to,” said Earle, who launched her own skincare brand, called Reale Actives, in March. The company declined to share the financial terms of the deal, but a co-branded product between Earle and Cymbiotika could also launch in the future, the press release said.
Today, Cymbiotika, a five-time Inc. 5000 honoree, is available in more than 3,000 retail outlets, including Target, Whole Foods and Ulta. There’s a Cymbiotika cafe in Las Vegas, serving dishes made with its products. And the company says it plans to launch in new stores and roll out new products later this year.
