Swim, Sold Out, Repeated: How Bydee Rode The Alix Earle Wave

One post. One birthday weekend. One perfectly beaded bikini—and suddenly, U.S. sales doubled overnight.

When influencer and Dancing With the Stars 2025 runner-up Alix Earle celebrated her 25th birthday in Los Cabos wearing Australian swim and resort wear brand Bydee, the ripple effect was immediate. Within moments of her Instagram and TikTok posts going live, followers flooded the comments asking where her bikini was from—and Bydee saw U.S. sales jump 100% year over year.

In this Q&A, we sit down with Bydee Founder and Creative Director Dessy Hairis to unpack the moment behind the surge, why organic celebrity support still outperforms traditional sales tactics, and how building community—rather than chasing discounts—has fueled the brand’s most exciting growth chapter yet. —Noa Nichol

The “Alix Earle effect” is real—but US sales doubling year-on-year is next-level. What was the first thing that went through your mind when you saw the numbers spike? 

Well, this wasn’t the first time we’d seen the Alix Earle effect! She’s been wearing Bydee organically for the last few years, and every time she does, we see an almost instant spike, which is so exciting! 

What made this moment feel next-level was when it happened. Seeing US sales double year-on-year during what is traditionally the US off-peak period was so exciting and validating. It reinforced that the brand’s presence in the US is growing well beyond seasonality, and that the awareness and trust we’ve built over time is really compounding 

This surge happened outside of peak US swim season. What does that tell you about how Bydee is being perceived globally right now? 

It tells us that Bydee is being seen as more than just a swimwear brand. We’ve always strived to create pieces our babes want to make memories in, not just wear seasonally. Knowing that the US is surging off-peak shows that there is a greater appetite for travel and curating wardrobes around these travel moments. I feel so grateful that, on a global level, Bydee is the brand our community is choosing for those moments. 

You’ve consciously opted out of traditional retail moments like Black Friday. How has that long-term decision shaped the way the brand grows—and moments like this? 

Opting out of moments like Black Friday has been very intentional and has everything to do with how we want Bydee to be perceived. We go above and beyond to ensure the highest level of quality across every touchpoint, from premium fabrics and trims to our charms and custom-developed prints. That level of detail takes time. We price our pieces honestly from the beginning, rather than inflating them to allow for heavy, frequent discounting. That approach protects the integrity of our product and builds trust with our community. In the long term, it’s shaped a brand that people invest in, not wait to buy on sale. Moments like this reinforce that strategy, showing that consistency can drive meaningful, sustainable growth. 

Alix has been wearing Bydee organically for years. How do you think authentic, long-term relationships with creators differ from one-off influencer campaigns when it comes to real business impact? 

One-off influencer campaigns definitely worked once upon a time, but consumers are now far more attuned to what’s an ad versus what’s genuine. Long-term relationships create real trust. When a creator wears us consistently over the years, as Alix has, it feels authentic (because it is!) and not transactional. That credibility compounds over time, driving deeper brand equity and sustained growth rather than a short-lived spike. 

From a founder perspective, how do you prepare operationally for viral moments that you can’t predict—but know could happen at any time? 

The truth is, you can’t! 

For us, sell-outs have always played a role in building desire. Everyone’s had that moment where something you want is sold out, and suddenly you want it even more. Bydee was built on that sense of FOMO. As the brand has grown, the focus has shifted to evolution, not elimination, of that dynamic. We’ve invested in our supply chain and forecasting so we can scale more consistently, support sustained growth, and meet increased demand without losing the excitement that made the brand resonate in the first place. 

Bydee started at a market stall and is now driving international demand. At what point did you realize the brand was becoming truly global? 

I realised the brand was becoming global when the online store started outperforming my local market stalls. I would wake up to overnight sales from the US that exceeded what I could make in an entire day at a market. I’m so grateful for our US babes who have allowed us to chase summers in both hemispheres! Then, when COVID-19 hit, our US sales grew so significantly that we went from operating out of a spare bedroom to a 2,368-square-foot warehouse, which we’ve since outgrown and now also have operations in the US! 

Hand-beading, crochet, premium fabrics—Bydee leans into craftsmanship. How do you balance scale and growth while protecting those artisanal details? 

It really comes down to balance. Pieces that feature hand-beading, crochet and intricate craftsmanship require longer development and lead times, often 12 to 14 months, and naturally sit at a more elevated price point. To support scale, we design collections with a mix of product. Some styles lean fully into artisanal detail, while others focus on our signature charms, premium fabrics and special finishes without the same level of handwork. That approach allows us to protect the integrity of our most crafted pieces while still building collections that can grow sustainably, remain accessible and support the broader business. 

Your brand resonates strongly with community and conscious consumption. How do those values translate into loyalty when customers are discovering you through social media virality? 

Social media virality is often the entry point, but it’s not what creates loyalty. What keeps customers coming back is how our pieces makes them feel once they arrive. For us, community and conscious consumption show up in the details, from how we design and produce our pieces to how we communicate and show up for our customers. We’re intentional about what we release, how often we release it, and the stories behind each collection. We also invest in a generous loyalty program that genuinely rewards our community for returning, engaging and growing with us, not just for making a single purchase. When someone discovers Bydee through a viral moment, they’re not just buying into a trend. They’re joining a brand with values, purpose and a strong sense of belonging, and that’s what turns discovery into long-term loyalty. 

We’re seeing influencer-led commerce reshape retail in real time. What do you think brands still misunderstand about how creator culture actually drives sales? 

I think many brands still underestimate how nuanced creator culture really is. It’s not about reach or a single post driving instant sales, it’s about trust built over time. Audiences don’t buy because something is promoted, they buy because they’ve seen it worn, re-worn and genuinely loved by someone they follow. Consistency and authenticity matter far more than scale. 

Looking ahead, do moments like this change how you think about the future of Bydee—or simply confirm that you’re building the brand exactly as you should be? 

Moments like this reinforce that building slowly, intentionally and with authenticity at the core is the right approach. We’ve always focused on creating products with our customer front of mind, investing in long-term relationships and prioritising brand over short-term wins. When those moments of heightened attention happen, they’re a result of that foundation we’ve built carefully and with a lot of consideration over the last 10+ years.