Hey! I’m Alex, owner of By Alexandra. 

You may know me as Beauty by Alexandra, but as my business has evolved, so have I. What started as a beauty business has grown into a space bringing together luxury treatments, SPMU and professional education, so it felt like the right time for a name that reflects where I am now and where I’m going. Beauty by Alexandra is now By Alexandra. Same passion, just a new chapter.

My journey within the beauty industry began in 2020, developing a results-driven approach to both treatments and education. With six years of hands-on experience, my work is defined by attention to detail, advanced technique and a commitment to high industry standards.

In 2024, l qualified as an educator, allowing me to share my knowledge with beauty professionals who are ready to elevate their skills and progress with confidence. Education has become one of the most rewarding parts of my career, enabling me to guide others using real industry experience, not theory alone.

Being awarded Regional Beauty Therapist of the Year in 2023 remains one of my proudest achievements and represents the dedication I bring to every client and student I work with.

Today, By Alexandra is a space where luxury treatments and professional education meet — offering clients outstanding results and students the knowledge, structure and support needed to succeed in the beauty industry.