Our Story

Hi, I’m Alexa, founder of SWAE, mom of two, and a woman who wears many hats.

My journey began in the world of home building and real estate development, where I learned how to build from the ground up — not just homes, but businesses too. Over the years I expanded into e-commerce and stock investing, driven by a passion for creating freedom through smart, intentional decisions.

Everything changed when I became a mother. Navigating the demands of parenthood while running businesses taught me how important it is to simplify, to protect, and to care — not just for our families but for ourselves too. That’s why I created SWAE, a clean, functional skincare brand rooted in simplicity, safety, and self-care for women who do it all.

SWAE is more than a product. It’s a reminder that you can build your dream life, take care of your family, and still pour back into yourself.

Welcome to the new era of skincare. Welcome to SWAE.