Today we’d like to introduce you to Alexandra Backlund.
Hi Alexandra, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
My journey in the beauty industry began at the Savannah College of Art and Design, where I earned my BFA in Beauty and Fragrance and am currently pursuing my MFA in Luxury and Brand Management. SCAD gave me a strong foundation in brand storytelling, product development, and strategic thinking all of which have shaped how I approach beauty as both an artist and entrepreneur.
During my time at SCAD, I launched a botanical tea soak collection in partnership with Salacia Salts, which ignited my passion for combining product creation with emotional storytelling. I later returned to SCAD as a summer instructor, where I taught the Business of Beauty and Fragrance and helped inspire students to explore the beauty industry with confidence and creativity.
Professionally, I’ve held leadership roles with brands such as Lancôme and Bobbi Brown, where I managed teams, elevated client experiences, and exceeded sales goals through tailored beauty services and visual merchandising. Now, as the Southeast Regional Makeup Artist for Estée Lauder Companies, I travel across locations to lead product education, in-store event execution, and team development blending technical expertise with artistry and human connection.
In addition to my retail and brand experience, I work as a makeup artist for commercial and film projects, collaborating with agencies and production teams to bring creative visions to life. These diverse experiences have taught me how to adapt quickly, lead with empathy, and stay grounded in authenticity.
Currently, I’m building All.Lee Cosmetics an inclusive beauty and wellness brand rooted in self-care and mental health awareness. I’m passionate about creating products that help people feel seen, supported, and confident in their skin.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The road hasn’t always been smooth. One of the biggest challenges I’ve faced is balancing full-time work with building my education and personal brand. Juggling multiple responsibilities while trying to stay creative and grounded has taught me the importance of time management, self-discipline, and self-care.
Another challenge has been earning the same respect in the industry that I naturally extend to others. Entering leadership roles at a younger age and being deeply passionate about my work, I’ve sometimes felt the need to work twice as hard to be taken seriously. It’s been a lesson in patience, consistency, and letting my work speak for itself. Over time, I’ve learned how to advocate for myself while staying grounded in kindness and professionalism.
These challenges have helped shape who I am someone who leads with purpose, listens with intention, and keeps moving forward
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
As an artist and creative in the beauty and wellness space, my work blends visual storytelling with emotional impact. I specialize in makeup artistry, brand development, and product innovation bringing ideas to life through both hands-on artistry and strategic brand thinking. Whether I’m working backstage on a commercial set, designing a skincare collection, or leading education for a major beauty brand, my goal is always to create meaningful, inclusive experiences that empower people to feel seen and celebrated.
I’m known for my ability to translate emotion into visuals whether that’s through a look, a product, or a campaign. I’m most proud of the impact my work has had on both clients and creative teams, especially when it opens up deeper conversations around identity, care, and mental health.
What sets me apart is my balance of business acumen and deep creativity. I’ve worked across luxury retail, indie brands, education, and film and I bring my full self into each space with empathy, originality, and a commitment to excellence. I don’t just want to create beautiful work , I want it to mean something.
Can you share something surprising about yourself?
Something people might not expect about me is how much time I dedicate to painting, journaling, and creating self-care rituals. That quiet, inner world is where most of my ideas are born, it’s the space that fuels the emotional depth behind everything I make. What many don’t realize is just how deeply mental health and emotional awareness shape my approach, from the way I care for clients to the products I envision for All.Lee Cosmetics. Beauty has always been my language, but care is my true intention.
Contact Info:
- Instagram: https://www.instagram.com/a.l.x.l.e.e?igsh=MW9odXl1YXo3cXhhMQ%3D%3D&utm_source=qr
- Facebook: https://www.facebook.com/share/15GBqTYu4j/?mibextid=wwXIfr
- LinkedIn: https://www.linkedin.com/in/alexandrabacklund?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app
- Youtube: https://youtube.com/@a.l.x.l.e.e?si=m1THEKLqWpJSMri-
