Dr. Alex Box is a visionary artist and pioneer of Beauty Futurism, redefining creativity in make-up, beauty and identity. Blending art, science and technology, she is a leader in the discussion of how technology transforms identity in both digital and physical worlds.
Through collaborations with leading fashion and cosmetics brands including Chanel, Alexander McQueen, Shiseido, NARS, Vivienne Westwood and Estée Lauder alongside technology giants Google, Microsoft, Samsung and Epic Games, Box brings a deep understanding of the interaction of creativity with technology.

As former Creative Director of groundbreaking cosmetics brand Illamasqua, Dr. Alex Box pushed the company to cult status by challenging beauty norms and championing diversity, while gaining international acclaim and recognition throughout the cultural sphere. Box’s unique visual language has been adopted and showcased by icons such as Lady Gaga, Frank Ocean and Michael Stipe.

Harnessing the intersection between creative technology and beauty, Box has partnered with global brands to launch immersive activations with leading Web3 platforms and metaverse pioneers. As CEO, Dr. Alex Box is now transforming the digital landscape with V-METICS, the first intuitive virtual cosmetics brand.

“Eschewing all fashion trends and normative standards of beauty, she’s been breaking boundaries ever since she picked up her first brush.”
– i-D Magazine