Today we’d like to introduce you to Jerome Alexander.
Hi Jerome, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
In 1957, I was working as a summer lifeguard at a New York resort when the owner of a chain of East Coast beauty salons said, “Jerome, at the end of the summer, I’d like you to come work for me.” At the end of season, I found myself at the corner of 47th Street and 7th Avenue in a former USA dance hall basement filled with forty hairdressers providing 24-hour beauty services. Copacabana girls, TV stars, newscasters, you name it made their way through the doors, and I was the makeup artist.
In the early 1960s, I caught the retail phenomenon of women’s’ wigs, licensing a line for Oleg Cassini, of Jackie Onassis fame. In 1968 I registered the name Jerome Alexander and began my own line. After a few years, the wig business did not slow down, it stopped on a dime. And when that time came, I went back to what I knew – makeup. I wanted to fill a void and create something unique and different, a hallmark of my brand. In 1975 the home cosmetic brushes of today didn’t exist, so that was our focus. Before we knew it we were in every department store from Neiman Marcus and Saks Fifth Avenue to Bloomingdales and Macy’s. Women’s Wear Daily once asked me “How come no one else ever thought of this?” And my response was “Thank God.”
My next venture was cosmetic kits, combining brushes with color cosmetics for women at home. Competing with major labels like Estee Lauder and Lancôme, I used public relations and television to create a buzz without the budget. I joke that I was on every program from Bozo the Clown to the Evening Prayer. I would instruct people on how to apply makeup, perform live audience makeovers, and share trends for seasons and holidays. This led to shopping networks, international opportunities, and a brand that proved to have legs. We have since turned to the drugstore and big box stores for placement and ventured into e-commerce and Amazon. We continue to release new products, including lines and collections of color cosmetics, makeup tools, and skincare products.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
Business is like life. You have good times, bad times, great times, and so-so times. I remember all the good times and forget the bad. I have been very fortunate and blessed – I’ve had an incredible life. I’m still working and have created a legacy for my family. All kinds of things have happened over the past 50+ years in this business, but it’s been quite a trip.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I specialize in beauty products. We have collections for face, eye, lip, and cheek from foundation and concealer to eye shadows, lip liners, and highlighter palettes. I am most proud of not trying to be the best makeup artist in the world. I always wanted to be the best teacher and help women become their own makeup artists. I’ve always prided myself as an educator.
Currently, I’d say Jerome Alexander is most known for our MagicMinerals Airbrush Foundation. A goal of ours is to create products at an affordable price point that are innovative and unique. Our Airbrush Foundation includes skincare actives like Hyaluronic Acid, Argireline, and Matrixyl 3000 while providing great coverage and a beautiful finish.
I’m especially proud of our newest product, just hitting the market, TLC! “Tight Lift and Cover” has been 20 years in the making for me. When I was on HSN I had an item called the 2 Minute Lift. I considered it and others like it a “Cinderella product,” meaning get home before the spell wears off at midnight! But I was never happy enough with the finish. During my time all over the world, the single most asked question has been, “How do I get rid of the dark shadows under my eyes?” This product is my solution, providing the instant gratification of a concealer with active ingredients that reduce the appearance of puffiness, fine lines & wrinkles.
Is there a quality that you most attribute to your success?
Most important to me is that I sustained. I have always loved the quote, “It’s one thing to make it, it’s another thing to sustain.” The fact that I’ve been able to stay all these years says it all. I’ve watched people come and go, brands launch and fade away, and we’re still here. I just celebrated my 84th birthday and I’m still moving and grooving.
Contact Info:
- Email: info@jeromealexander.com
- Website: www.JeromeAlexander.com
- Instagram: www.instagram.com/jeromealexandercosmetics
- Facebook: www.facebook.com/jeromealexandercosmetics
- Twitter: https://twitter.com/jacosmeticshq
- Youtube: https://www.youtube.com/c/JeromeAlexanderCosmetics/featured
- Other: https://www.amazon.com/stores/page/29DD31D6-1317-44E1-8378-AE62AEAC2FAF/
Image Credits
Jerome Alexander Cosmetics
