American social media personality Alix Earle has been announced as the new face of Hawaiian Tropic, starring in the Tana Sutra campaign.

The TikTok star, who recently featured in the Sports Illustrated 2025 issue, commented 'I’m so excited to be a part of Hawaiian Tropic’s "Tana Sutra" campaign! It’s all about embracing confidence, enjoying the sun with your friends, and feeling your best while staying protected. Plus, it was such a blast bringing the fun, cheeky energy of this idea to life. I can’t wait for everyone to try the positions and join in on the glow all summer long'.