Hundreds spent hours lined up at Toronto cafe but it wasn't for the coffee
A Toronto coffee shop had a lineup around the block all day on Thursday, Oct. 22, with some reports stating it formed as early as 8:30 p.m. the night before. But it wasn't the coffee people were waiting for.
Toronto loves a line, and I mean loves a line. I see one almost every day on my way to work, so it's hard to be surprised anymore when the signs of one forming appear.
On Thursday, Ossington's MISC Coffee was the most recent culprit, but it had an accomplice: influencer and reality TV star Alix Earle.
Earle has more than made a name for herself over the years — from her early days of posting 'Get Ready With Me' videos that sent her into viral video star status, to her second-place win on Dancing With The Stars in 2025, her own Netflix reality show, and now the launch of her skincare brand Reale Actives.
Earle officially launched Reale Actives in Canada on Oct. 22, taking to TikTok to document her journey ahead of the event.
To mark the launch, Misc Coffee received a one-day rebrand, with Reale Actives taking over the storefront's exterior. Signage announced the brand's arrival (the extremely long line was a dead giveaway as well), and a black velvet rope was used to tie it all off.
The brand focuses on simplified, non-comedogenic care for sensitive and acne-prone skin. Many state that the product is nothing special and that it revolves around the hype of the celebrity advertising and creating it.
An avalanche of videos has been posted online of people attending the event, excited to meet Alix Earle and get goodies after waiting in line all day.
As much love as it got from Earle fans, a handful were a bit disappointed by the pop-up.
Instagram user @letstalkoutbrands shared a video assuring brand founders that this is not normal for a pop-up turnout not run by a budding celebrity, following it with "Yes, the pop-up was beautiful, but there was nothing special about it. SO many other brands have created much better pop-ups, with far more value for the consumer, and they never get these crazy cues"
At the end of the day, it's clear people enjoyed themselves and got to meet someone they look up to, and if they had fun, that's all that matters. Walking away with some new skincare is just the cherry on top.
