#PrimarkMeets Alex Steinherr
Get to know Alessandra Steinherr, the glow-getting beauty editor we created the ULTIMATE skincare collection with. Alex is our woman crush , an absolute Instagram queen...and total beauty obsessive. Read on to check out the straight-talkin' girl boss's top hacks, the collection highlights, and her thoughts on being a straight-up geek! 💋
"I’ve been a beauty editor for over 15 years, and I’m completely passionate about skincare. For as long as I can remember, my dream was to work on my own line – which is why I'm SO excited to partner with Primark on this incredible skincare collection."
"From the start the goal has been to create skincare for everyone, because I truly believe everyone deserves beautiful skin. Crucially, we didn’t just set out to make affordable skincare; the point was to make something really good, and totally accessible. It's also about restoring your confidence when choosing products – I think there’s a lot of confusion out there."
"This is a true collaboration between Primark and me. I didn’t just put my name on something: we’ve been working on this collab project for almost two years. There’s 100% of me in it, and 100% of Primark in it."
"From talking ingredients and concepts to visiting the factory and designing the packaging, the Primark team and I felt every step had to be shared, to make this a true, total and transparent collaboration."
"I passionately believe in these products. We didn’t cut any corners, and there’s nothing in the collection I don’t stand behind 100%. It’s authentic, honest, and from the heart. Genuinely. A lot of the formulas we’ve created are firsts, and a lot of the products are really innovative. I’m really demanding when it comes to skincare! It’s my thing. It’s also my job. So when it came to formulating with Primark, it had to be the best of the best."
"Picking my favorites was really difficult, but I managed to whittle it down. My fave from the Pore Balance line is the Low-Ph Sulphate Cleanser – it’s a great do-it-all product. I have about 20 Plump and Glow Power Masks! I take one everywhere for instant gorgeous skin. Maximum Moisture's Hydration On The Go is a life saver for my dehydrated skin. And lastly, the Sleep Spa Overnight Lip Mask is absolute perfection."
Alex's Top Beauty Hack
"Masks are a great add to your skincare regimen: they just upgrade your routine. In the collection, there’s a mask for every need. You have to try the Supreme Sheet Mask! It rehydrates tired skin after a long day."
Alex's Collaboration Conclusion...
"There was a big learning curve for me, because my background isn't product development: it's beauty journalism. So it’s been a dream and I’ve learned so much – and I’m still learning. I think I still ask stupid questions...but the team's nice enough not to tell me!"