Meet Alexia P. Hammonds she is the Founder and CEO of Eat. Sweat. Undress., a female led brand that offers fitness, wellness, beauty, and fashion products and services to enhance the lives of women. She’s proud to be recognized as the first Black woman to create perfume in Grasse, France, the historic home of perfume. As a classically trained Pilates Instructor, former Beauty Editor, and a regular product and fashion segment television guest, Alexia decided to channel her collective 15 years of experience into retail brand that empowers women and inspires them to live a healthy, sexy, confident life unapologetically and on their own terms.
Who inspired you to create the Eat.Sweat.Undress. hair fragrances and why?
I inspired myself to create this product! Ha! I’m obsessed with fragrance and I’m obsessed with hair care. I created a product blending the best of both worlds that adds true function, fun, and luxury to hair. My perfumed Hair Mist is perfect to use after a sweaty workout, rids the hair of smoke smells, gets rid of the smell left on hair after using hot tools, rids hair of smell after receiving chemical services at salons or home, and it’s fabulous as a daily hair ritual after styling hair, before a night out, and more! It’s so sexy.
What does success look like to you?
Success looks like me being healthy physically, waking up and loving driving to the warehouse for work, shipping orders, (I’ll never get over people buying things I put my heart into. It’s a hard feeling to explain and my eyes water up all the time), being loved and supported by those I love, and living a life that makes me happy.
What kind of impact do you want your story to leave on those who read or see your story?
I want people to be inspired to execute. Execution is king. Everyone talks about their dreams, what needs to be done, and what they plan to do. It takes audacity to execute the plan. I want people to see my journey and know that all things are possible when you take accountability for yourself, when you can identify a problem and create/find/execute a solution, build a team that strengthens your weaknesses, have fierce discipline, and a true love of what you’re doing. You have to remember that your vision and ideas are yours. Someone early on told me my perfumed Hair Mist was the most tone deaf product to launch during a pandemic and well…
What would you say is your most driving motivation to keep doing what you to do?
I know what I’m doing is important and that it matters. I’m aware that I’m inspiring people as they watch my journey in business. I’m honored to be the first black woman to create fragrance in Grasse, France — the historical birthplace of perfumes. With such an honor, I take it seriously and plan to carry this torch all the way while keeping the lane lit for more minority women to follow me and possibly carry the torch even further one day. I motivate myself which is ultimately the most important thing as an entrepreneur as this isn’t a lane for those who need coddling. I believe in myself and I know I’m destined for greatness. Work ethic, my brain, and discipline will take me where I need to go!
What are you most excited or passionate about? (In both business and life or both)
In business, I’m most passionate about continuing to create fabulous products for my smart consumer base. I’m passionate about finding authentic ways to connect with our consumer base constantly. It’s more than just a sale to me. I want to build trust, loyalty, and a community. Personally, I’m passionate about self love and self improvement. I’m obsessed (in a healthy way) with edifying myself to be the best version of Alexia. I love learning more, getting healthier, loving deeper.
What are the goals you most want to accomplish in your business? What are the goals that you hold personally?
I want my perfumed Hair Mist to be the “Band Aid” brand of hair mist. What does that mean? There are a ton of different branded wound adhesives on the market but we tend to all say, “I need a Band Aid!” I’d like to scale my company to the point where large corporations want to buy it although I want to keep it and pass it down through my family. I’m building a legacy that I can be proud of. I have a real opportunity to be a leader in the fragrance space and I plan to capitalize off of it and create opportunities for other minorities who are interested in the field.
Did you have any key mentors or people who deeply influenced who you are, what you believe in and what you’re committed to in your work and life? Tell me about them.
My parents. They set the standard for everything and they are my North Star. I truly had a charmed childhood. My parents have always nurtured my creativity and given me the support and resources to follow my dreams.
Did you have any life-changing experiences that put you on the path that led you to be doing what you’re doing today?
Tell me about them. Life changing, no.
What’s next for you in your business/brand? What can readers look forward to from you?
ESU will be expanding our fragrance product offering, apparel, and opening up more availability for our custom design lingerie service. We will be expanding into the media arena a little bit in summer 2021!
About Eat. Sweat. Undress.
Eat. Sweat. Undress. is a female founded and led brand that offers fitness, wellness, beauty, and fashion products and services to enhance the lives of women. ESU is all about encouraging women to feel comfortable in their own skin and empowering women to confidently seek out what they want in life. ESU products and services are meant to build an undeniable sense of confidence in anyone who uses them. Its ultimate goal is to become a go-to resource for anyone seeking a curated, contemporary take on fitness, beauty, fashion, and anything else that makes them the best version of themselves.