My Story

Alisa Marie Beyer, Founder & CEO

Entrepreneur + Business Strategist + Executive and Organizational Transition Expert


Alisa has been helping executives, companies, and organizations for more than 20 years through business strategy and executive leadership transitions. Her clients have included 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. The hallmark of Alisa's success has been the ability to grow and successfully transition her own companies as well as her client companies and organizations.

As a proven entrepreneur who has built and sold five companies, Alisa knows how important it is to effectively manage executive transitions. In 1996, Alisa founded The ProMarc Agency, one of the fastest-growing and most respected business marketing and public relations consulting firms. While driving The ProMarc Agency’s growth, she acquired, developed, and sold Globescope Internet Services, Inc., a website development consulting company. In 2001, WPP/Hill & Knowlton (H&K) acquired The ProMarc Agency. In 2003, Alisa founded AXM Swimwear, which designs and manufactures 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. Then, in 2006, Alisa founded The Beauty Company (TBC), which made its imprint on the beauty industry by providing a unique set of consulting services that intersected the spheres of beauty branding and business. While at TBC, Alisa created and pioneered a joint venture with CBS/Sony to bring to life Jabot Cosmetics—the fictional cosmetics brand from the award-winning CBS daytime soap opera, The Young and the Restless. In 2015, Alisa started Coastal Salt & Soul, a luxury bath and body company. Within 24 months of the launch, the brand was being sold in more than 300 luxury 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.” The company was sold in late 2017 to Beauty Partners, LLC.


Alisa has published many articles on life as an entrepreneur and on how to successfully transition when being promoted, joining a new company, or being part of a merger or restructuring. She has written a monthly column for The Huffington Post on the raw and real world of entrepreneurship. She has published numerous articles for publications such as ICMAD Journal, Global Cosmetic Industry (GCI), 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 GCI 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 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.

A magna cum laude graduate of Wilson College with degrees in economics and English, Alisa, with her husband Thomas, has 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.

As a leader, especially a new leader, you have to build a vision that electrifies people and then you have to empower them to drive the change you are looking to create.
— Alisa Marie Beyer