In Conversation with Alisa Pospekhova
Tell us about your background:
I’m a VP of Marketing, brand builder, and former founder with a passion for beauty, wellness, personal care, and supplements. Over the years, I’ve led marketing and innovation for both early-stage startups and established companies like OLAPLEX and Unilever, helping brands grow with intention and creativity. My approach blends strategic thinking with a deep love for storytelling and team leadership.
Earlier in my career, I launched my own wellness brand, which gave me firsthand experience in building from scratch—from product development to go-to-market strategy. That entrepreneurial foundation shaped how I lead today: with agility, empathy, and a bias for action. I’ve also worked as an advisor and consultant for beauty and wellness startups, helping founders scale brands that resonate in a competitive, fast-moving space.
Internationally, I’ve had the opportunity to work across the U.S., Europe, and Asia, which has given me a global lens on consumer behavior and brand building. I’m especially drawn to businesses that challenge industry norms and create products that feel personal and purposeful.
At the core, I love leading teams, building culture, and developing marketers who think big and execute with heart. Whether I’m scaling a new brand or reenergizing an existing one, I believe the best marketing starts with a clear vision, shared values, and a great team behind it.
I’m excited to be part of the Co Lab community and connect with others who are equally passionate about where beauty and wellness are headed next.
What do you wish you’d known when you started out?
That success and progression isn't alway linear and that the most important part of any job are the human connections that you build along the way.
Best career advice you've ever received?
Be the person people turn to when something is new, ambiguous, or challenging. Early in my career, a mentor told me: “If you become known as the one who figures things out - even when the path isn’t clear - you’ll always be valuable.” That advice has stuck with me. I’ve found that leaning into complexity, being curious, and driving innovation not only builds trust across teams but also creates the kind of visibility that leads to new opportunities and leadership growth.
What leadership qualities are important to you?
I value honesty, fairness and kindness. I believe that you can have even the toughest of conversations if you approach them from a place of care and understanding.
How do you define success in your career, and how has that definition evolved over time?
Earlier in my career I was more focused on titles and promotions but now that I am more established as a professional and as a person, I am much more focused on ensuring my career works with my life in terms of being fulfilling on a deeper level and also integrating with my personal life.
LinkedIn: www.linkedin.com/in/alisapospekhova
