We had the good fortune of connecting with Alexandra DiMarchi and we’ve shared our conversation below.
Hi Alexandra, what role has risk played in your life or career?
The biggest risk I took for my career was completely uprooting and moving to the West Coast. I’m from the metropolitan area outside of Washington, DC. which is mostly known for government-related jobs. Most people there have traditional nine to five careers. But there I was wanting to make it in the beauty industry, so the move had to happen. But it wasn’t easy mentally nor financially and I actually went into debt making that move. So I struggled when I was first starting off and I had to make a lot of sacrifices. Because I’m so far from home I’ve missed a lot of birthdays, graduations, weddings, and even funerals. But I don’t regret these sacrifices because I feel like they’ve all gotten me to where I am today. I’ve always had this burning desire to succeed and have been willing to do the work to do so. There are times, however, that I do consider the what-if’s. In the beginning I wasn’t going home as much because I was trying to save money and build my business, and my grandmother ended up passing away on one of my first weekends working Award Season. So sometimes I think, “Maybe I should’ve gone home that Christmas.” That part was difficult.
How did you come up with the idea for my business?
I’ve always gravitated towards skincare and complexion, especially when it came to achieving a radiant glow. I never was the artist that people went to for the dramatic cat-eyes or full, heavy beats. But while working at MAC I noticed that the women, who had majoritively lighter skin tones, all wanted to be super-tan and they wanted to look like they just got back from a tropical vacation. But when I worked with my ethnic clients, Middle-Eastern women, Hispanic women, African-American women, they wanted their skin to look very even with noticeable glow. It was then that I started doing research and noticed that all these sunless tanning brands weren’t targeting women of color because they automatically thought that women with deeper complexions didn’t want something to enhance or compliment their natural skin tone. But from my experience, that’s completely false. So I set out to be the artist that was known for working mostly with WOC, and I think I’ve done a pretty good job of that. When people come to me, they know that the goal is not to drastically change their appearance. In fact, I’ve actually turned down a lot of clients that just want really dark, one-dimensional tans because that’s not what I want to be known for. So I started marketing to all types of women and made everyone feel included.
Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
Malibu Wines, Catch LA, Runyon Canyon
White & Pink Dress – @jiordyn blue jeans & cream shirt – @nare_terteryan Silver dress – @nazaninmandi CFDA Awards Photos – @staud