Alec and Themy, Co-Founders of William Alexander

William Alexander 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 this episode of the MenswearStyle Podcast we interview Alec and Themy, Co-Founders of William Alexander 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 also talk 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. 

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