Our Story

Hi, I’m Alexa — founder of SWAE, mom of two, and someone constantly balancing motherhood, business, and everyday life.

Becoming a mom changed everything for me. In the middle of busy days, long nights, and building businesses, I realized how important it was to create routines that felt simple, safe, and realistic. I wanted skincare that fit into real life — something gentle, effective, and easy to reach for no matter how hectic the day became.

That’s how SWAE was born.

SWAE is a clean skincare brand built for women who do it all. Our products are designed to support your skin through workouts, motherhood, stress, travel, breakouts, and every moment in between — without overcomplicating your routine.

More than skincare, SWAE is a reminder to take care of yourself too. To feel confident in your skin, pour back into yourself, and keep showing up as the woman you’re becoming.

Welcome to SWAE.