Alisa Beyer, founder of Coastal Salt & Soul and The Beauty Company – Exit Story

Felena Hanson sat down with Alisa Marie Beyer, to discuss her entrepreneurial journey and multiple exits in marketing, product development, and beauty. She now shares this amazing experience with the next generation of women by mentoring and investing.

Alisa is an accomplished entrepreneur with a reputation for remaining calm during difficult times, having built, funded, and sold multiple companies, as well as being an award-winning writer and is passionate about helping women share their voices and realize their worth both professionally and personally.

Current Company

Observing the significant underfunding of women-led businesses as an angel investor and advisory board member, with only 1.6% of venture funding going to women-owned companies in 2022, further motivated her to make a difference, prompting the rebrand of LemonTree Partners to LemonTree Writers Co in 2023, based on her belief in the importance of crafting a compelling business narrative. Her new company empowers female entrepreneurs to communicate their business ideas effectively, helping to increase their chances of securing funding, sales, or better understanding through the art of storytelling. LemonTree Writers Co achieves this by creating investment memos, pitch decks, presentations, and executive branding that tell a more captivating story.

Personal

Alisa Marie Beyer, the daughter of two remarkable dreamers, is the oldest of four siblings and was raised in both Pennsylvania and Southern California. She currently resides in San Diego, California with her partner Eric, and her three children, Maximilian (24), Megan (21), and Benjamin (17). Alisa leads a busy life as a mother, with her children participating in activities such as motocross, surfing, skiing, and horseback riding. In addition to their home in San Diego, Alisa and Eric also spend time at their home in Lake Tahoe and a 3,000-acre cattle ranch located in the middle of California, called Villard Ranch 1881. Despite her busy schedule as a mother and entrepreneur, Alisa is always up for new adventures and cherishes the time she spends with her family and friends.

Publications

Alisa is a prolific writer, having authored over 100 articles on the subject of life as an entrepreneur, including the unique challenges of being a woman “making babies and making payroll”. She has been widely recognized in leading publications such as Forbes, Fortune, The Wall Street Journal, and Inc. Magazine. Alisa has also contributed a monthly column to The Huffington Post, offering invaluable insight into the gritty and authentic world of entrepreneurship, motherhood, and the messy business of life.

Speaking

Alisa is a highly regarded speaker and guest lecturer who has shared her expertise at more than 50 national conferences. Some of the notable events where she has spoken include the Wharton School of Business at the University of Pennsylvania, University of San Diego, and various investor conferences. She has also been invited to speak at prestigious industry events such as Cosmoprof North America, Beauty Industry West, HBA Global, Society of Cosmetic Chemistry, Mazur Group, Face & Body Advanced Education Conference, and Natural Beauty Summit. Alisa’s speaking engagements also include annual Mary Kay company events, where she has delivered talks to large audiences of over 10,000 women and received excellent ratings. Her extensive experience as a speaker highlights her knowledge and ability to engage audiences in various settings.

Boards & Awards

Alisa is an accomplished entrepreneur who has been recognized for her contributions to both her industry and community. She has been nominated for the Athena Pinnacle Awards and was a finalist for the Industry Leader award at San Diego Magazine’s Celebrating Women Awards. Alisa has also served on multiple boards and advisory boards, including Wolf Trap National Park for the Performing Arts, the Boarder Baby Project, Independent Cosmetic Manufacturers & Distributors, the Health and Beauty Association, GCI, and the Women Entrepreneurs Exchange Network. She is a member of the National Association of Women Business Owners and Hera Hub in San Diego, California. Alisa is highly respected for her dedication to service and leadership, making her a valuable role model for aspiring entrepreneurs and leaders.

Clients

Alisa has worked with a range of clients that includes well-known brands such as Nestlé, Estée Lauder, Mary Kay, Avon, DuPont, Galderma, L’Oréal, wet ‘n wild, Proactiv, Meaningful Beauty, StriVectin, Dow Personal Care, Murad, GlamGlow, L’Occitane, Fresh, Bath & Body Works, Dr. Dennis Gross Skincare, KAO Brands, Osmosis, and more than 100 startup and small companies. Her extensive experience in working with a diverse client base highlights her expertise in the industry and her ability to deliver results for businesses of all sizes.

Companies

Alisa is a seasoned entrepreneur and growth driver with a strong track record of creating and growing successful companies. Alisa has founded and sold companies, including, The ProMarc Agency, Coastal Salt & Soul, The Benchmarking Company/The Beauty Company, and AXM Swimwear. In 2019, she led the acquisition of Spa Girl Cocktails, a premium ready-to-drink vodka company, and served as CEO for over three years. During her tenure, she raised two rounds of capital, grew the company’s valuation to $25 million, and secured an exclusive national contract with Southern Glazer’s Wine and Spirits, which expanded distribution to over 500 national grocery store locations in California.

With a deep understanding of consumer behavior and the power of analytics, Alisa has been a thought leader and subject matter expert on brand vision and voice, developing strategic marketing plans, and nurturing high-performance teams to execute an agenda. As a member of executive teams, she has collaborated to establish broader company strategy, led brand marketing, and driven growth while representing the brand externally.

Alisa’s passion for creating clear vision, articulated values, and focused strategy has been the hallmark of her success. In 2006, she founded The Beauty Company, which provided consulting services at the intersection of beauty branding and business. While running TBC, she created and pioneered a joint venture with CBS/Sony to bring to life Jabot Cosmetics, the cosmetics brand from the CBS soap opera The Young & the Restless. In 2003, she founded AXM Swimwear, which designed and manufactured designer swimsuits featured in the Sports Illustrated Swimsuit Edition and Vogue. In 2005, MODE PLAYA, the largest swimwear manufacturer in Mexico, bought AXM Swimwear. In 1996, Alisa founded The ProMarc Agency, one of the fastest-growing business marketing and public relations firms at the time. While driving ProMarc’s growth, she acquired, developed, and sold Globescope Internet Services, Inc., a website development company. In 2001, WPP/Hill & Knowlton (H&K) acquired The ProMarc Agency.

Alisa is an innovative storyteller, customer-centric expert, and growth driver.

Education

A magna cum laude graduate of Wilson College with degrees in economics and English.

Words To Live By

Between stimulus and response there is a space. In that space is our power to choose our response. In our response lies our growth and our freedom. – Viktor Frankl