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Meet Alex Sorenson of Twisted Bristle + Beauty in North East Phoenix

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Today we’d like to introduce you to Alex Sorenson.

Alex, please share your story with us. How did you get to where you are today?
I’ve had a passion for skin and hair care since I was a little girl. I’m pursuing a cosmetology license, an esthetician license and a degree in psychology. My passion is to help people realize their beauty, both inner and outer. Not wanting to create a me-too skincare line, I pursued the best formulations made from the finest ingredients available for a technologically advanced product line that produces real results. It takes a lot of research and time, but Twisted Bristle+Beauty’s line of products is now a reality, and they won’t disappoint!

We’re all a little twisted! I want to help everyone put their own unique twist on their style and beauty. Our top priorities are providing the most luxurious and affordable cosmetics, hair care and skin care products and treating our customers with the same respect we give to friends and family. We want to treat people from the neck up. Twisted Bristle & Beauty supplies only the highest quality cosmetics, Advanced Skin Care and Hair Care products. Our formulations are like the products you buy from the Dermatologist or Plastic Surgeon, or from the greatest Salons.

The difference? Price. We’ve done the research and legwork to be able to bring you this level of the product more affordable.

Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Heck no! The road has been… Twisted! Just the process of doing research on everything – ingredients, formulations, manufacturing, marketing, competition – all the stuff you have to do to get started has been quite the bumpy road.

It’s been an eye-opening and mind-expanding experience. Who knew there would be SO MANY things to take care of. After the research, you have to actually get stuff made. And packaged. And a website made. And then start Search Engine Optimization so you can begin to be found. How about getting the word out with social influencers? And starting up the Instagram and Facebook pages. Photos, events, scheduling shows… it’s exhausting but invigorating at the same time!

Alright – so let’s talk business. Tell us about Twisted Bristle + Beauty – what should we know?
Twisted Bristle+Beauty is a “cult-brand.” We are all about beauty – but not necessarily what the world calls beautiful. Everybody has some beauty to show the world, and we want to help. Outer beauty, inner beauty, everything.

Knowing that great products can help people be confident and show their beauty, I wanted to make the very best of those available at more affordable prices. It’s a little bit of a twisted idea. And we won’t let ourselves be categorized by the rest of the market.

When we formulate a great product or come up with a great new product idea, it’s going to be made available. As we scale up, we’ll have products at all price points. We’ll be adding a men’s line called Mr. Steve’s, with skin, hair and beard care. A hair care line is coming, and more products for women, a little bit of everything.

When I imagined this, it was all about exposing more people to the great products and formulas out there in an understandable and more affordable way. That’s why you’ll see a LOT of articles, blogs and videos coming out that explain a lot about beauty products – information that’s not so easy to find.

Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Well, my Mom deserves a TON of credit. She’s been an entrepreneur as long as I can remember, and she’s always taught me to want to be my own boss. She has helped out with everything since I had the idea for Twisted Bristle+Beauty. From marketing to formulating the products, writing blog posts, and helping to get the word out or sending samples out has been a huge amount of help. The soul of Twisted Bristle+Beauty is surrounded by the help and support of my Mom Amy.

Another big help has been my Dad. I am not the most comfortable with technology and he has been helping a lot with our website. SEO work is not a discipline I have any idea about, not to mention making an e-commerce website work.

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Image Credit:
ShutterStock, Ace Fanning

Getting in touch: VoyagePhoenix is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

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