Alexia calls herself an ‘accidental entrepreneur’. Judging by the success of Cult Beauty today, there was nothing accidental about her flair for business.
Alexia started her career as a fashion journalist and worked at The Telegraph under Hilary Alexander. She then found her way into PR where she learned how to build brands.
She launched Cult Beauty back in 2008 with the aim to bring indie or cult brands to a wider audience by creating stories around the products. Fast forward to 2020 and the website stocks a carefully curated edit of over 200 brands including global giants and exclusive lesser-known brands.
In this episode Alexia speaks to Lauretta Roberts, TheIndustry.fashion’s Editor in chief about how beauty is no longer the little sister of fashion, but how its success over the last few years has allowed it to step out and become its own major category.
She also tells us how during the pandemic, problems with the global supply chain have given her some key learnings to take forward to better her business for the future.