Alexis Farah: Beauty Editor & Founder,

My NativeAdVantage:


Alexis Farah is a beauty editor and on-camera expert with over 10 years of experience in her field. Her career as a beauty advisor began at college where she doled out advice in a Q&A column in her school newspaper. Her passion for writing and product led her to Women’s Health Magazine, where she landed a job in the beauty editorial department. From there she got her social media bootcamp at Attention, a social media public relations and marketing firm, and then entered the world of online journalism at as the Senior Associate Beauty Editor. Alexis combined her expertise in social media, video, and writing and editing in the health and beauty categories as the Senior Beauty Editor at, where she brought her celeb interviews to life through on-camera conversations with Connie Britton, Kelly Ripa, Adriana Lima, and more. She’s appeared on PIX 11 and The Dr. OZ Show, and has partnered with brands like Nexxus, CVS, C&G Weddings, OpenSky, and Dr. Jart for beauty campaigns and launches. Her work has also been featured in, VProud,, Daily Burn, Brit+Co,,, and Alexis lives in New York and refuses to leave her apartment without the perfect red lipstick and SPF 30+.

What do I do best?

My goal is to flood the world with positive energy. And to do that I curate content on my site,, and on my social channels that inspires readers to make a difference in the lives around them. Everything we post is about beauty that gives back.

I do it better than anything else because I truly believe that a small gesture can have a massive impact in someone's life. And because of that passion for the message, I'm committed to doing it well.

What makes me the best version of myself?

I treat everyone with respect. It's something I was taught really early on and have now seen come full circle. For example, some of the most surprising people from my past have stepped up to support my site launch, the events I've hosted, and other business ventures because I did it for them. As a freelance writer, I also now submit stories to editors who were once my interns! You have to be good to people because it's the right thing to do but also, you never know who will be your BOSS down the road.

What are my aspirations?

I'm an eternal optimist and believe that by continuing to promote the importance of giving we can help others, help others. The world is full of heartache and tragedy and I aspire to offset that through our little positivity movement.   

My Biggest Success?

Being on national TV on The Dr. Oz Show was definitely a bucket list item. But hosting our first event last December was something I never could have anticipated pulling off. With the help of my boyfriend, Nick, we were able to bring the message of the site to life through a hair donation drive at Saulino Smith Salon in Los Angeles. We asked participants to donate 10+ inches of hair to Locks of Love and actually got a great turnout! The drive yielded over 15 ponytails that were made into hairpieces for children with medical hair loss.

It was such a success that we have our second event coming this October 21st, Puppies + Polish. We’ve partnered with Van Court Studio and Social Tees Animal Rescue to bring attendees a day of pampering complete with manicures, hair styling, a photo booth, food and drinks, and of course playtime with adoptable puppies. Though it would be nice to get all the dogs adopted, the goal is simply to raise awareness about the many wonderful pets sitting in shelters waiting for their forever homes.

My Most Challenging Moment?

In 2015, I decided to pack my bags and move across the country to Los Angeles. It was hard because New York was such a comfort zone. But I was itching for something new, and as scary as it was, it turned out to be the best decision of my life. The mental space from the grind of Manhattan, coupled with the creative landscape LA offers entrepreneurs, allowed me to start a freelance career and my website. The vibe worked for all the cliché things CA is known for: living in the moment, spending quality time with new friends, and being open to real love, which I found in my boyfriend. After two years on the West Coast we moved back to New York, but I think the adventure made me a better human – and business owner.

My Motto?

I'll defer to our motto on, "we want to change the world one lipstick at a time." It's a true story about our site but it also speaks to the bigger picture: Yes, it would be wonderful to donate a million dollars to a cause or spend an entire weekend doing volunteer work, but small acts can also make a difference. Support a beauty brand that cares about more than just the bottom line, hold the door for a mother struggling with a stroller, buy a sandwich for a homeless person; these small acts of kindness can mean the world to the recipient. I think we get overwhelmed by the idea of how to get involved but if we all do these very simple things every day, the world would be a much more beautiful place.

My Favorite People/Role Models?

I'm the product of two compassion gurus. That is to say that my parents taught us "do unto others," but more importantly showed my brother and I by example. I can reference numerous occasions that my parents truly changed the course of a person's life for the better, and witnessing that left an impression on me.

My Favorite Places/Destinations?

I recently visited South Africa and it was life changing. Being on a safari was like watching the Discovery Channel but in real life. There's something about being just feet from a giraffe and lion that really makes you feel alive.

My Favorite Products/Objects?

As a beauty editor, I'm going to have to share my favorite products. Buxom makes the most perfect lip liner, Plumpline Lip Liner. I use "InfraRed" allover (not just to outline) for the most vibrant red lip. My brows are starting to get a little patchy so I use Naturally by Stevi Christine's Detailed Eyebrow Definer to fill them in. It doesn't budge! And at night, my favorite way to unwind is with a shower and lather using This Works Deep Sleep Shower Gel, which smells like lavender.

My Current Passions?

I've been spending a lot of time plugged into podcasts. Blame hours spent in LA traffic or the NY commutes, but I can't stop listening! Some of my favorites include The Daily Helping, My Favorite Murder, Past Present, You Must Remember This, and The Smoking Tire (my brother's podcast).