Eva Alexandridis Advocates for a Slower, Sustainable Beauty Industry

Eva Alexandridis, the founder of luxury skincare brand 111SKIN, is calling for a shift in the beauty industry towards a more deliberate and sustainable approach. Since its inception in 2008, 111SKIN has generated tens of millions in global revenue, establishing itself as a leader in high-end beauty products. However, Alexandridis expresses concern that many new beauty entrepreneurs lack the patience and understanding necessary to build lasting brands.

“Founders these days don’t have the patience to learn and take the time to understand the business or the consumer,” Alexandridis shared in an interview with Newsweek. She lamented the current trend of rapid brand scaling, where the expectation is to create a successful business quickly, often at the expense of quality and consumer trust.

As fast fashion has transitioned into fast beauty, consumers are increasingly questioning the value of premium beauty brands. According to W Magazine, 63 percent of consumers do not believe that luxury beauty products outperform their mass-market counterparts. This skepticism, compounded by rising prices and tariff threats, has led more than half of the surveyed consumers to consider purchasing lower-cost alternatives. The magazine’s findings also revealed that over two-thirds of popular cosmetic products sold through platforms like Amazon and TikTok Shop are counterfeit.

Alexandridis is optimistic that the beauty industry will eventually mirror the fashion sector’s recent shift towards sustainability. “There is now this understanding that quality comes over quantity,” she stated. “People are much more into slower brands, where you can purchase something and pass it off to the next generation.”

The notion of a slow beauty movement resonates with emerging founders like Kristina Romanova, CEO of Aman Essentials, who credits Alexandridis as a mentor. Romanova learned valuable lessons about maintaining a small, focused team and avoiding premature expansion. “Eva was one of the first people who would always give me advice on business strategy,” Romanova recalled.

Alexandridis’s journey into the beauty industry began with her husband, Dr. Yannis Alexandrides, a triple board-certified plastic surgeon. His frustrations with patients ignoring post-operative instructions led her to propose the creation of a doctor-led skincare brand. While he became the public face of 111SKIN, she remained largely behind the scenes for many years.

“I was running the business,” Alexandridis explained. “I felt like I had no right to participate in this industry. I didn’t have enough experience.” Over time, she recognized her significant contributions to the brand’s success and the importance of her insights into consumer needs.

Reflecting on her evolution, Alexandridis emphasized that “there is no playbook in the beauty world.” She advocates for a two-way conversation with clients to better understand their needs, positioning herself as an expert who has been involved with the brand from its inception. “My knowledge is so, so important because I am probably the only person in the company that has been there from day one,” she noted.

In her role, Alexandridis has learned to value the lessons derived from her experiences. “It’s quite empowering to share that versus just being a founder that has a beautiful lifestyle and pretending everything is perfect when the reality is not that,” she remarked. By sharing her challenges, she hopes to guide aspiring entrepreneurs in making informed choices about their careers.

She also advises young individuals to gain experience in structured environments before venturing into entrepreneurship. “Some people are better suited to be in an environment that is more structured, more organized,” she suggested. “If that’s something you love, then you don’t—not all of us have to be entrepreneurs.”

Alexandridis believes that successful brands are often led by founders who are deeply involved in daily operations and view their business as a full-time commitment. “That’s not a winning proposition,” she said, criticizing the trend of aspiring founders approaching her with vague ideas of starting a business.

Ultimately, Alexandridis’s vision for the future of beauty emphasizes patience, quality, and a deeper connection to consumers. As the industry grapples with the complexities of modern consumer behavior, her insights serve as a reminder that building a lasting brand requires time, effort, and a commitment to understanding the evolving landscape of beauty.