My Story

Alisa Marie Beyer, Founder & CEO

Entrepreneur + Business Planning and Strategy + Self-Assessment & Team Awareness 


Alisa’s latest venture helps clear out what’s holding you and your business back. The LemonTree Model works with female entrepreneurs and executives to build a heathier business and a heathier mindset through a scientific view of the art of knowing yourself and others better. We help grow your ability to discover what makes you—and your team—tick, as well as making sure you have the right people working on the right things. 

Personal Chemistry® Discover what makes you tick. 

Team Chemistry® Discover how to craft powerful working relationships. 

Smart Hire® Dodge the duds and put the right people in the right roles. 

Lemon Lab® Get everyone clear and working on the right business priorities 

Alisa has performed business planning and strategy, self-awareness assessments and coaching, for more than 20 years. Her clients have included Nestlé, Estee Lauder, Mary Kay, Avon, DuPont, Galderma, L’Oréal, Wet ‘n Wild, Proactiv, Meaningful Beauty, StriVectin, Murad, Dow Personal Care, SafSlim, St. Tropez, Reserveage, Algenist, Julep, Bioelements, urad, GlamGlow, Neydharting Moor Skin & Body Care, L’Occitane, Fresh, Bath & Body Works, Guthy-Renker, Dr. Dennis Gross Skincare, Shaklee, KAO Brands and more than 100 startup and small company brands. She also created and pioneered a joint venture with CSB/Sony to bring Jabot Cosmetics to life–the fictional cosmetics brand from the award-winning CBS daytime soap opera, The Young and the Restless.  

Alisa has published many articles on life as an entrepreneur and on how companies can build, grow, and sell. She currently writes a monthly column for The Huffington Post on the raw and real world of entrepreneurship. She has published numerous articles on business planning, brand strategy and team building for publications such as ICMAD Journal, Global Cosmetic Industry, BW Confidential, Happi, Skin Inc., Inside Cosmeceuticals, SupplySide Cosmetic Insights, PBA Progress, and Beauty Packaging Magazine. 


A frequent guest lecturer and speaker, Alisa has spoken at the Wharton School of Business at the University of Pennsylvania, the Fashion Institute of Design & Merchandising (FIDM), Cosmoprof North America, Beauty Industry West, HBA Global, Society of Cosmetic Chemistry, Mazur Group, Face & Body Advanced Education Conference, Natural Beauty Summit, and numerous corporate events. She has been a top-rated speaker at annual Mary Kay company events. 

Currently, Alisa sits on the Advisory Board of Global Cosmetic Industry and the Women Entrepreneurs Exchange Network. She is a member of the National Association of Women Business Owners (NAWBO) and the International Association of Women (IAW). She is also a member of Hera Hub in San Diego, California. Previously, she has served as a board member of Wolf Trap National Park for the Performing Arts in Washington, DC, the Boarder Baby Project, Independent Cosmetic Manufacturers & Distributors, and the Health and Beauty Association. Alisa also earned her membership in the Young Entrepreneurs Organization at the age of 31.  In 2018 Athena Pinnacle Awards nominated Alisa for the Individual in Service award. 

In 2015, Alisa started Coastal Salt & Soul, a luxury bath and body company dedicated to heathy, hydrated skin. Within 24 months of the launch, the brand was being sold in more than 300 luxury spas and boutiques, had the fastest beauty sell-out on The Today Show, and launched on QVC, where the brand was named the “consumer’s next new obsession” as well as one of the “top three brands of 2017.” Coastal has been written about in many magazines, including Shape, New Beauty, Brides, and Coastal Living, and this coveted brand continues to win consumer and industry awards. Alisa sold the company to Celebrate Beauty Brands in December 2017. In 1996, Alisa founded The ProMarc Agency, one of the fastest-growing and most respected business marketing and public relations firms in the United States. While driving The ProMarc Agency’s growth, she acquired, developed, and sold Globescope Internet Services, Inc., a website development company for Washington, DC–based embassies. In 2000, Globescope Internet Services was sold, and in 2001, WPP/Hill & Knowlton (H&K) acquired The ProMarc Agency. Shortly thereafter, Alisa was selected to serve as the general manager of H&K’s Washington, DC, office and on the company’s national executive committee. In 2003, Alisa brought her expertise to a new endeavor when she founded AXM Swimwear, which designed, manufactured, and wholesaled designer swimsuits for women and was chosen for inclusion in the Sports Illustrated Swimsuit Edition and Vogue magazine. In 2005, MODE PLAYA, the largest swimwear manufacturer in Mexico, bought AXM Swimwear. Alisa then founded The Beauty Company (TBC) in 2006. TBC made its imprint on the beauty industry by providing a unique set of services that intersected the spheres of beauty and business. In early 2014, TBC spun off its consumer beauty product testing division to a separate line of business, which was sold and now operates under The Benchmarking Company. 

A magna cum laude graduate of Wilson College with degrees in economics and English, Alisa and her husband, Thomas, have three children, Maximilian, Megan, and Benjamin; two dogs, Beau and Bean; two bunnies, George and Birdie; and a growing number of horses. They have lived in Washington, DC, and Stuttgart, Germany, and now reside in sunny San Diego, California. Alisa proudly hails from Liberty, Pennsylvania. 

Growing Your Business is Like Being on a High-Speed Roller Coaster.
Screaming, laughing, crying, thrilled, and scared to death all the same time
— Alisa Marie Beyer