Last week saw invite 21 of its closest beauty media friends to The Gantry Restaurant, Walsh Bay to help celebrate 21 years in business – which has seen the brand go from humble beginnings in the family garage to being available in 30 countries. To help join in the festivities, BEAUTYDIRECTORY chats to Alpha-H founder Michelle Doherty about the business and reaching the milestone.
Did you ever imagine Alpha-H would be such a successful business 21 years after launching?
Never in my wildest dreams did I ever imagine Alpha-H becoming the globally recognised ‘go-to’ solutions brand that we have become. In 21 years we have gone from defending the tingle associated with using our glycolic-based formulations, to owning it. We are leaders in cosmeceutical skincare because our products are effective in getting clinical results with minimal effort and zero downtime. This is our specialty.
What does turning 21 mean for the brand?
It’s a celebration of all that we, as a family and as a team, have achieved. It acknowledges that we’ve conquered challenges, gone up against the big gun multinationals and not just survived but thrived. We are stronger than ever because our products speak for themselves, and we have a global cult following from consumers, media and industry professionals. This milestone cements our place in the skincare arena and is a toast to the next 21 years of creating genius products.
What have been some of the brand's key highlights since launching 21 years ago?
Some of the key highlights would include sharing this incredible journey with my family whom I get to work alongside, and also working with the best in the beauty business. Celebrating 15 years of our iconic Liquid Gold in 2015 was another key highlight along with the countless awards we have won for our formulations. The biggest highlight for me personally is when I meet customers whose lives have been changed as a result of using our products.
And lowlights?
Reaching this milestone has not been without its challenges. We have had to rise up in times of hardship; overcoming the GFC, competing against giant multinationals with huge advertising budgets, and changing people’s perceptions about putting ‘acid’ on their skin in order to achieve clinical results. There are also the unglamorous long haul flights, working around the clock, and spending more time in hotel rooms than at home with my family.
Where do you envision the brand in 21 years from now?
We envision expanding the brand further globally so that our products are accessible to everyone and anyone wanting to obtain clinical results from the comfort of their own home. Our global empire will of course remain true to our core values of honesty, relevance, quality, high percentages of active ingredients, and skincare solutions.
