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In Conversation with Alec and Themy of William Alexander Cosmetics

William Alexander Cosmetics was founded with the vision to revolutionise the stigma within the male cosmetics industry. Their tanning products are especially designed for men and their mission is to create a brand with products of the highest quality, and to give men confidence and trust in using them. The brand's luxury tan enhancer has been formulated to create a perfectly balanced blend, illuminating a subtle, natural looking tan. William Alexander Cosmetics is a new brand which launched at the end of February this year, founded by two best friends, Alec and Themy, who came up with the idea during the first lockdown. Both were struggling to find a product that gave them a natural holiday glow rather than the orange shade that usually comes with tanning products. They're set to launch with two products, one being a tan enhancing mousse and one a tanning water.

In a recent episode of the MenswearStyle Podcast we interviewed Alec and Themy, Co-Founders of William Alexander Cosmetics about the story of how two good friends launched a male beauty brand. At the start of lockdown in 2020 they decided to use their spare time to research the tanning industry with the desire to make their own beauty products aimed at men. Our host Peter Brooker and the co-founders talked about the increasing adopting of men's tanning, working with manufacturers, why it's important to get the product right before going to market, using social media for brand awareness, and why packaging matters.

“We’ve known each other for over 10 years, and we met at school. We sat next to each other on our first day of school and started chatting. We looked at each other's timetables, and we noticed we had the exact same timetable across the two weeks, and we found out that we were born a couple days apart in the same hospital in the same ward. We now live together, and we’ve started this business venture together. It was during lockdown that we decided to start the company because we had the spare time. Fake tan is branded for women, and we've never had any awareness of it. We thought it was a niche market - and it may not work - but decided to build a men's branded tanning product. Our main message has been to encourage men to try this product, especially now during lockdown where you can experiment, and nobody is going to see you. There shouldn't be a stigma - and guys shouldn’t be ashamed of wearing a tan product - we don't think there's anything wrong with it. We are a cosmetics brand and we hope one day we can broaden the product range. But for now, we want to focus on tanning because we think it's potentially a huge market and we have a great product where you put it on once at the start of the week and it's going to last you to the weekend. We've started off with mousse and we're looking to bring in some lightweight products that are easy to use.”

This is a shortened transcribed edit of episode 119 of the MenswearStyle Podcast with Alec and Themy, Co-Founders of williamalexandercosmetics.com. You can listen to the full version below or listen on Apple Podcasts, Spotify, or your favourite podcast player.


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