Alix Earle Is Starting an Important Conversation About Drugstore Hair Products

In an age where luxury beauty products reign supreme and the economy remains ever under pressure, influencers are coming back to championing something that feels authentic: They're pushing affordable drugstore hair care and urging for a discussion on why these ever fell out of favor based on their ability to produce salon-level results. Leading the charge is none other than TikTok it-girl Alix Earle. Recently, the 24-year-old took to TikTok to share that she's swapping out her high-end products for drugstore hair brand Pantene, sparking a movement that has resonated with her more than seven million followers.

“My hair feels softer than it’s ever felt,” Earle admitted in the candid clip as she showed off her silky tresses, pointing to several bottles that appear to be from Pantene's Pro-V colletion. This revelation caught many by surprise, given how often pricier and more luxurious products are positioned as inherently better for hair. It’s also noteworthy because most influencers, especially those at Earle's level, are typically paid to promote high-end items that many of their followers can’t afford.

Earle’s confession wasn’t just about how her hair felt—it was also deeply nostalgic. She shared a throwback photo of herself as a teenager, with long and flowing hair that she credits to using drugstore staples like, again, Pantene. “I’m starting to think maybe I should switch back,” she said, reflecting on how her hair has never been that long since. 

TikTok users were quick to join the conversation, flooding the comment section with their own stories. “I’m a hairdresser and don’t believe in expensive hair products,” one wrote. Another chimed in, “My Pantene, Herbal Essences, and Garnier Fructis have never done me wrong. I used high-end shampoo for months, and all it did was let grease and dirt build up on my scalp.”

The viral moment has reignited discussions about the efficacy of luxury versus drugstore hair care. For years, consumers have been told that high-end products with intricate formulas and exotic ingredients are the key to luscious locks, and this story has only grown with the help of social media platforms like TikTok and Instagram. However, as Earle and her followers are pointing out, many drugstore products deliver comparable—if not better—results at a fraction of the cost. It's especially resonating as more shoppers feel current economic pressures.

But what about the contentious issue of ingredients like sulfates and silicones found in many drugstore hair products—the very items that drove millions to turn away from their go-to formulas over a matter of years? The primary concern amongst consumers with sulfates in shampoo is that their strong cleansing ability can potentially strip away too much of the hair and scalp's natural oils. This may cause dryness, irritation, and damage, particularly for individuals with sensitive skin or already fine and damage-prone hair. However, some (including hairstylists) find sulfates are healthy to use to clear up build-up, so long as they're used in moderation. Proponents argue that, when properly formulated, sulfates can still be a safe and effective cleansing option for most hair types. The same is true for silicone: While the concern is the molecule can coat the hair and prevent moisture from getting in, silicones in moderation can help hair look shiny.

As more people online get real about their hair routines, including Earle reaching for drugstore beauty options, a Pantene renaissance may be on the horizon. With the rise of budget-conscious beauty trends, many are beginning to reassess the value of their routines and if those high-end formulas are worth it. It's especially resonating as more shoppers feel more and more economic pressures while still wanting to look good.