Alright – so today we’ve got the honor of introducing you to Alex Kalatzis. We think you’ll enjoy our conversation, we’ve shared it below.
Alex, looking forward to hearing all of your stories today. What do you think matters most in terms of achieving success?
Success can mean so many things and is different to everyone, but I think one of the biggest (and most underrated) moves is taking pride in your work. Actually caring about the quality of what you put out there, big or small, even when no one’s watching. You’re motivated to do a good job, not just for praise, but because you realize your output is a reflection of you. It shows up in the details, in how you problem-solve, how you follow through, and even how you receive feedback. People notice. Opportunities find you. And you build a reputation that quietly sets you apart from the rest.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
I’ve spent over a decade in the beauty industry, focusing on marketing roles across early-stage startups and high-growth brands. A career highlight was my time at Supergoop, where we helped redefine a stale category and sparked a movement around daily SPF. It’s also where I dove deep into the world of Sephora—learning what it truly takes to launch, scale, and harness the power of retail to catapult a brand. One of my proudest moments was seeing that journey come full circle when the company sold, and I got to be a part of it. Today, I’m the Director of Marketing and Communications at Tower 28, one of the fastest-growing beauty brands in North America, where I lead brand marketing, go-to-market strategy, partnerships, and retail. I feel super lucky to do work I love and to have a built network of such incredible people in the industry over the years.
Can you tell us the story behind how you met your business partner?
Here’s a slightly different take on this question—how I met the founder of Tower 28, who’s now my boss. I was still at Supergoop when I decided to attend the Glossy Beauty x Wellness Summit in Palm Springs. Knowing my time at Supergoop was likely coming to an end, I was on the lookout for what might be the next “it” brand. Tower 28 was the only one that caught my eye, and I saw that founder Amy Liu would be speaking.
Over three days, we kept missing each other—she was tied up with others, and I was caught up in conversations. Finally, on the last day, I found a brief moment to introduce myself (which actually required slightly interrupting someone else’s conversation…oops!), share a bit about my background, and exchange info. The rest, as they say, is history.
The takeaway? Networking works—if you show up, take initiative, and create your own opportunities.
How’d you build such a strong reputation within your market?
Looping back to the first question, it was not only taking pride in my work, but also having an incredibly strong work ethic. If someone asked me to do something, I took complete ownership, accountability (these two things are not to be underestimated!!!) didn’t stop until the job was done. What that did was build trust among the leadership team, and that trust is invaluable because it means more opportunity. On top of that, I was easy to work with, respectful, and didn’t have an ego. I can think of an example as early as my internship days, when of all the interns, I was selected by Jann Wenner’s executive assistant (the founder of one of the biggest media companies including Rolling Stone magazine) to do a project in his personal archives which had valuable memorabilia and documents from some of the biggest rockstars and public figures in the world. That same mindset and dedication have carried me all the way to where I am today.
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