Alex Alston serves as Principal at Linder MGMT, a boutique brand consultancy where he leads strategic marketing and go-to-market initiatives for high-growth beauty and lifestyle brands. With over 15 years of global experience across beauty, fashion, and e-commerce, Alex specializes in brand positioning, consumer storytelling, and launch execution — helping brands like r.e.m. beauty, Charlotte Tilbury, and VIEVE scale with clarity and cultural relevance, underpinned by a decade at L’Oréal and LVMH.
Alex has partnered closely with TikTok Shop Live to build out creator commerce strategy and community programs, and is currently developing Kirby Kosmetics, a social-first beauty brand designed for peer-to-peer selling and TikTok-native growth.
A commercially minded leader with deep creative instincts, Alex has played a key role in transforming brand narratives into measurable business results — from launching r.e.m. beauty globally to driving a 96% increase in U.S. acquisition for VIEVE through content and community. He is passionate about building standout brands that connect emotionally, perform commercially, and empower their communities.More...