Allure Best of Beauty, Harper's Bazaar Beauty Awards, Cosmopolitan Summer Beauty Awards, Cosme Beauty Awards, Good Housekeeping Beauty Awards, Women's Health Beauty Awards, People's Beauty Awards

Beauty product development, from concept to shelf.

Great products don't happen by accident. They happen when someone obsesses over the texture, knows how to create shades people fall in love with, chases clinical-level performance, builds claims that are bold and defensible, and gets to shelf before anyone else.

A trained painter with a storyteller's instinct, Alex brings an artistic vision to every launch, from first swatch to finished product. She's the New York product developer behind award-winning makeup, skincare, and fragrance for Estée Lauder, MAC, Bobbi Brown, LoveShackFancy, Darphin, and Lab Series.

Launching your first collection or rethinking a whole category? Let's make something people can't stop reaching for.

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Services

FULL SERVICE PRODUCT DEVELOPMENT

Take products from concept to launch with technical clarity and strong artistic vision, ensuring superior product performance and technical readiness.

PRODUCT & CATEGORY STRATEGY

Find the whitespace and build the roadmap to own it. Category expansion, multi-year innovation pipelines, and launch sequencing shaped by market foresight and emerging trends.

FORMULA & SHADE DEVELOPMENT

Superior texture, actives, performance, and claims, paired with shade lineups built for every skin tone and crafted to be worn, loved, and repurchased over and over again.

CLAIMS DEVELOPMENT & COPY

Substantiated claims that hold up and copy that sells them. Testing strategy, through packaging, retailer, and e-commerce language that stays true to product

VENDOR & SOURCING STRATEGY

Recommendations rooted in real relationships, vendor speciality, and disciplined COGs management, matching you to the partner that fits your product strategy and your brand goals.

PRODUCT DEVELOPMENT ADVISING

Guiding brands, vendors, and backers with an expert evaluator’s eye: formula rigor, artistic and commercial shade architecture, and an ownable creative POV that stands apart.