11 Mar 2025
Special guests were invited to a Spring Beauty Soiree to mark the opening of The Alternative Beauty’s first bricks and mortar store in St Albans’ Maltings Shopping Centre.
Founder Alexandra Sandu and business partner Alexandra Burston hosted product demonstrations by professional make-up artist Georgiana Alina, showcasing Erre Due – the internationally acclaimed beauty brand exclusively stocked in the UK by The Alternative.
Representatives were also on hand from award-winning Skincycles – the innovative brand created by Alice Henshaw, visionary founder of Harley Street Injectables.
Lifestyle influencer and blogger, Kerri McCarthy of @Flower_Mum_Adventures, said: “It was the perfect evening to discover a curated selection of luxury beauty, skincare and lifestyle brands including Moncler, Jimmy Choo, Skincycles, and Laboratorio Olfattivo.
“Plus, I got a first look at some incredible beauty brands making their UK debut right here! Among the standout finds of the night, I managed to find a fabulous matte lipstick shade by Erre Due – an absolute must-have for any beauty lover.”
The Alternative Beauty has been operatingonline for over one year and now hopes to expand their high street offering in other locations.
Founder Alexandra said: “We are so happy to be a part of the St Albans community. We’ve worked hard to curate a collection of unique and high-quality skincare, beauty and fragrance brands and it was fantastic to welcome people in and hear their positive response. Please pop in – our team are always on hand with big smiles, great advice and samples to help you find the right products for you”
Photos by Melissa – Short Story Social.
