Alex Fevola has been involved within the media and high profile events for years now so when I heard that she had created her own makeup range Runway Room, I was not surprised but also really excited! To have the experience of playing with makeup and especially makeup on camera for such a period of time would be an amazing stepping stone to creating what Alex believes is the ultimate professional make-up line. The complete Runway Room line includes cosmetics such as primer, base, concealer, powder, eye shadows, mascaras, false lashes, lipliner, lipsticks and lipgloss along with application tools for a complete one-stop shop! I was recently given the opportunity to quiz Alex a little about all things Runway Room and makeup with our chat listed below.
Hi Alex, thank you for spending a few minutes with Why Hello Beauty! After owning your own Runway Room salon/ makeup bars, was the next logical step a Runway Room makeup collection? Yes, having worked with many brands over my 18 years as a MUA, I had always dreamed of creating my own line. It seemed like the logical step, as there wasn’t a professional, affordable, Australian Made cosmetic line available. I hoped to provide other salons with our ‘concept’ and our affordable and professional products. I felt a lot of cosmetic companies make it hard for small businesses to stock cosmetics as the opening packages are super expensive and the minimum monthly orders are hard for smaller salons to achieve. This stops a lot of smaller salons from offering this service and products. I hope to be the more affordable alternative and will support and encourage them to expand their business but do not put minimum orders pressure them in any way.
Did you know exactly what line of makeup you wanted to create, after years of being in the public eyes? My brand has been inspired by many other brands but the one thing I was sure of, was I wanted to manufacture in Australia.
I simply adore the Runway Room packaging, simple yet eye catching! Was that your main aim? Yes, I wanted a fresh and unique look for the range, most other brands are black or dark and I wanted our products to stand out. The white and fluro stands out from the rest and certainly makes it easier to find in the bottom of your handbag!
What is your favourite product of the range? Its hard to say but I wear Face Base everyday along with Power Lash Mascara and Lip Prep. I am extremely proud of our Lip Range, especially our lipsticks, the payoff is amazing, rich pigments and long lasting creamy formulas. We have had so many professionals rave about our lippies so I would say they would have to be up the top of my favourites list.
Best haircare tip you’ve discovered or been given? Use Olaplex with your colour treatments, it is new technology and simply amazing! No breakage and strengthens the hair with every colour.
How important is social media to Runway Room and yourself personally? Extremely important. I think every business should utilize social media to help grow their brand. Especially in this industry, people find a lot of hair and make-up inspo from Instagram, Pinterest, Blogs etc.
What’s next for the remainder of 2015 and 2016? Well, we are in the process of establishing a flagship store in Adelaide and the Runway Room Academy. We will also be opening more salons / academies across Australia with Sydney firmly in our sights! The main goal is to grow the brand and gain bigger distribution for Runway Room, focusing on boutique salons and suitable stockists and of course, our online Store. We also are investing a lot of time into growing our consultants / direct selling team across Australia. We are in discussions with two international distributors in both USA and China, hopefully we will be international in the future!
~ Quick questions ~
Lipgloss or Lipstick?
For my clients, lipstick.
For me personally, usually gloss.
Matte or Shimmer?
Today Show or Sunrise?
Im definitely a Sunrise Girl, I watch it every morning!
Thanks Alex once again for the opportunity to chat, the list of beautiful and inspirational women that I’ve interviewed on this platform is more than I could ever have imagined. Be sure to keep an eye on my social media and blog for my Runway Room product reviews, I’ll keep ’em coming!
Have a lovely weekend,