Alex Fevola has seen it all in the beauty industry. Growing up in the 80s and 90s exposed her to supermodels such as Claudia Schiffer, Linda Evangelista, Helena Christensen and Cindy Crawford. Starting out as a model herself at only 14, Alex’s love of make-up and photography started young, and she taught herself the tricks of the trade behind the scenes.
Now, she’s formally trained and has spent over a decade working in the beauty industry alongside the likes of Bill Jackson and other industry greats, and her deep passion for beauty and her eagerness for innovation are the fundamental foundations of her own business, Runway Room. Initially launching as a one-woman-show in the freelancing game, Alex built her following working at weddings, shoots and events, as well as with modelling agencies and corporate companies.
“For many years, I was a sole operator but I always had the dream of expanding my one-stop shop into an actual make-over bar. Clients were always commenting on the convenience and luxury of having both their hair and makeup done in one place, and I slowly grew to realise the gap in the market. I wanted to offer ‘affordable luxury’, so clients could experience the pampering and attention to detail that a celebrity experiences before an event, but I wanted to make it accessible and affordable for every woman. I also wanted to carry those same core values through a cosmetic line, so Runway Cosmetics was launched in 2014 as an affordable, professional, Australian made cosmetic line that isn’t tested on animals.”
Alex’s popular ‘affordable luxury’ experience has created a state-wide demand, and Runway Room now offers the boutique beauty experience in four Victorian locations: Hampton, Prahran, Chadstone and Sorrento. It’s not simply about beauty for Alex though, as she’s passionate about giving women something greater than just a new look.
“I love what I do because I love seeing the transformation of our clients both externally and internally. Seeing your client’s confidence soar and knowing she feels amazing, is a wonderful and fulfilling feeling. I feel lucky to do what I do. Now, we’re able to give people the same special experience with our take-home products, DIY kits and tutorials, so we’re able to impact more people and it’s wonderful.”
Runway Room is an innovative business that has many arms, contributing to the local economy through employment and more importantly, local manufacturing of products. Runway Room has also established a training academy to help launch the careers of budding make-up artists, and Alex is heavily involved with iconic Australian events such as the Spring Racing Carnival, Portsea Polo, countless annual fashion shows, the TV Week Logie Awards, the annual Brownlow event and many Australian TV Shows.
It’s a busy business and jam-packed schedule to keep up with, but Alex wakes up loving what she does every day, and doesn’t consider it ‘work’.
“The past five years have been full-throttle, but I wouldn’t have it any other way! Expanding our beauty product range into other stockists has been super exciting and working on big events such as the David Jones Runway has been a highlight for our hair and make-up team. Signing on to partner with brands such as MRC, BMW, Mercedes, Fox FM, Chanel 9, Nine Live, Twilight and Portsea Polo have also been fantastic brand associations for us, especially considering how new we are. I feel very lucky to have been given the opportunities we have and endeavour to continue providing the ultimate in hair and make-up services and Australian made cosmetics through my business.”
If you’re interested in beauty or want to know more about hair and beauty training, Alex and her team will be assisting at The Fashion Advocate Runway on Saturday 11 March as part of the 2017 Virgin Australia Melbourne Fashion Festival. For tickets and details, head to eventopia.com or find more beauty inspiration at runwayroom.com.
The Fashion Advocate x