Runway Room Cosmetics
With a career spanning over 25 years, Alex Fevola is a media maven that has conquered the beauty world and beyond. Alex is a high-profile Australian media personality, a mother of 4 beautiful girls, a professional Makeup Artist and Photographer, a two-time bestselling author and the CEO & Founder of Runway Room Cosmetics.
Starting her career in her early 20s as a Makeup Artist, Model & Photographer gave Alex a unique insight into the industry, and helped her stay in tune with what women want from their cosmetics - having worked on both sides of the camera. This perspective & extensive industry experience kept Alex ahead of the game and has helped her create a beauty empire that embodies uncomplicated, ageless beauty for everyone. Runway Room was Australia’s first complete make-over bar, incorporating all beauty services under one roof.
Alex's passion for empowering women to feel confident and beautiful inside and out fueled her desire to bring the salon experience to people's homes. She aimed to create a user-friendly product that people could wear with confidence, revolutionizing their perception of beauty and self-image. She also identified a gap in the market for a superior quality, Australian-made, cruelty-free, affordable cosmetics line that was easy to navigate for everyday people. With 5 successful salons and over 20 years of unofficial market research under her belt, Alex developed Runway Room Cosmetics - who are now leading the charge in the Australian beauty industry, boasting a loyal client base and seeing a 50% year on year growth since launching its cosmetics line.
As a salon-heritage brand, Alex worked closely with pharmaceutical chemists and scientists to craft products that were not only safe and non-toxic, but were designed to perform at a professional standard. But it doesn’t stop there, Alex also committed to making sustainable choices from the beginning, including: using cleaner ingredients, launching a fully biodegradable brush set, utilising compostable satchels, creating products made from recycled cardboard as well as using sustainable in-salon practices. All of this without sacrificing quality or affordability.
Runway Cosmetics has taken the beauty industry by storm with its stunning, lightweight formulas and luxe packaging, all at an affordable price point. It's no wonder that the brand has quickly become a household name, earning rave reviews from beauty enthusiasts and media outlets across Australia. But Runway Cosmetics isn't just any ordinary beauty brand. With a commitment to ethical practices and inclusive values, Australians are proud to support home-grown businesses like Runway Cosmetics.
Seeking to further demystify beauty and empower women, Alex created all-inclusive kits with tools, makeup and education. But Alex’s passion for empowering women doesn’t stop at makeup. Alex also branched out into creating a Runway Room Academy, providing high-quality beauty education through in-person and online classes. She also partnered with Chisholm Institute to create the Cert 3 in makeup, which further closed the gap for everyday people to access professional-standard beauty education.
In a true display of entrepreneurship, Alex also authored two best-selling books. The first, a coffee table book titled "Snapshot: A Portrait of Success," was published in 2009 and showcased inspirational Australians from all walks of life, including Julia Gillard, Shane Warne, Eddie McGuire, and Professor Ian Fraser. Alex herself conducted the interviews and captured the subjects in photographs.
More recently, Alex released her auto-biography, "Silver Linings," which quickly soared to best-selling status within the first week of publication. This touching account of hardship and resilience has earned thousands of five-star reviews and personal testimonials. In fact, "Silver Linings" has sold out every print run since its initial publication in April and shows no signs of slowing down.
Alex's media presence is as extensive as it is impressive. She's a regular guest on breakfast and lifestyle programs, and her insights and expertise on beauty trends and entrepreneurship have been featured in top-tier publications, including Vogue and Marie Claire. But the Runway Room empire doesn't just cater to one age group, thanks in part to Alex's eldest daughter, Mia. As a beauty influencer and professional MUA in her own right, Mia's TikTok account has garnered millions of views and high engagement, expanding the brand's reach from teens to mature beauty lovers.
In 2010 Alex succeeded to the Grand Final on Dancing with the Stars and achieved 3rd place, proving once again that she’s not one to shy away from a challenge. While she dabbles in other TV & media work, her passion has always been makeup.
With a relentless drive to expand the Runway Cosmetics brand, the founder's sights are set on dominating the beauty industry. As one of the fastest-growing Australian brands in a post-Covid world, Runway Room is returning to its roots by opening a new store in the bustling heart of Armadale, Melbourne. But this is just the beginning, with plans for further stores in the pipeline.
But Runway Room isn't just disrupting the retail space, it's revolutionizing it. With cutting-edge innovations and thrilling activations, this won't be your average beauty shopping experience. Expect a hassle-free journey, with a warm and inviting atmosphere that's accessible to everyone. It's going to be a retail experience unlike any other.
Already adored by celebrities and socialites world-wide, Runway Cosmetics will also soon be recognised internationally, as Alex recently revealed her grand plans to take the brand global, launching in the UK in July 2023. This year will also see the launch of a genderless range - a hybrid of skincare and camouflage for everyone wanting to sport a sun kissed glow.
Alex is dedicated to sharing her extensive knowledge and expertise as a makeup artist, providing simple and effective solutions that allow glow-getters to effortlessly achieve a radiant, understated makeup look. She is committed to introducing new innovations and exciting products that push the boundaries of the beauty industry, whilst maintaining the uncomplication and simplicity of Runway Room's values.
Despite her many accolades, Alex says her greatest achievement to date is most definitely her family. She is most proud to be a loving wife to Brendan and a full-time mother to four beautiful daughters Mia, Leni, Lulu, Tobi.