Alexandra Keating has spent her career in the tech world. She launched a charity platform when she was still at university, and founded app creator DWNLD, which she sold to Dropbox in 2017. Then, in 2022, she stepped out to do something completely different. She launched a beauty brand.

But it’s not as significant a stretch from screens to serums as you might think, she tells Life & Leisure from Los Angeles, where she lives. “Every company I’ve started has come out of an obsession and a frustration.”