“My beauty routine takes three minutes: CC cream, brows, mascara and maybe a swipe of [cheek and lip stain],” says Alexis Horowitz-Burdick. “If I do eyeliner, it’s a fancy day.” The pared-down regimen belies the e-commerce entrepreneur’s mammoth achievement: Building home-grown beauty start-up Luxola to a presence in 12 markets across Asia-Pacific and the Middle East within three years, and attracting the interest of French conglomerate LVMH, which acquired Luxola last July for an undisclosed sum.
Though she hadn’t started out with the goal of building a beauty platform, Horowitz-Burdick, now a self-professed skincare junkie, says she’s fallen in love with the industry. With Luxola rebranded as Sephora Digital, she was made its managing director and continues striving to create the best experience for beauty consumers online. “The great thing is now we can also think about how that overlaps with [Sephora] stores,” she says of her nearly 200-strong team’s efforts to relaunch their smartphone app next month. “It’s added an exciting layer to our work: Before, at Luxola, we can only serve you if you shop online and now we can serve customers in the way they fully experience the world.”