alexcosta has built a global brand by blending fashion, grooming, and self-improvement into one simple message: confidence is built, not bought. From posting gaming videos in Brazil to becoming one of the most influential voices in men’s lifestyle content, Alex’s journey is a masterclass in reinvention.

In this episode, Alex breaks down how he transitioned from corporate life at Google to full-time content creation, why men’s fashion in the US still has room to grow, and how simple grooming tips can radically shift how you carry yourself. He also opens up about hair loss, facial structure, and the small changes men can make to look and feel more confident without chasing perfection. If you’ve ever felt overwhelmed by men’s style or self-care, this conversation will give you the tools to simplify, sharpen, and show up better.

Timestamps:
00:00 Alex’s move from Brazil and starting out in LA
02:42 From gaming to lifestyle: YouTube evolution
06:00 Leaving Google to pursue content full-time
10:13 Early wins and using corporate skills on YouTube
12:02 Hair loss journey and treatments explored
16:11 Future of hair care and facial hair trends
25:34 Picking the right barber and grooming habits
28:10 Health checkups, diet, and sleep routine
36:00 Personal style and struggles with fit
41:28 Staying motivated to dress well
47:32 Favorite brands and fashion trends
53:40 Dressing for occasions and travel looks
56:02 Color matching and tanning tips
1:02:45 Skincare and tattoo care for men
1:08:18 Managing different hair types
1:10:51 Forte Series and expanding to retail
1:15:18 Fragrances, future plans, and product ideas
1:23:51 Content's role in brand building
1:30:59 Staying creative without burning out

Links:
» Escape the 9-5 & build your dream life - https://www.digitalplaybook.net/
» Transform your physique - https://www.thrstapp.com/
» My clothing brand, THRST - https://thrstofficial.com
» Custom Bioniq supplements: https://www.bioniq.com/mikethurston
   • 40% off your first month of Bioniq GO
   • 20% off your first month of Bioniq PRO

» Join @Whoop and get your first month for free - join.whoop.com/FirstThingsThrst

Follow Alex:
YouTube: https://www.youtube.com/channel/UCZyCposXwcyopaACep44maQ
Instagram: https://www.instagram.com/alexcosta/?hl=en
Men's Image Lab: https://www.skool.com/mens-image-lab/about