Alex had no idea he wanted to do hair, however little did he know that in 2005 he'd start in the beauty industry and be right at home. He began his career in Huntington, WV where he served as artistic director at Lee David Salon. In 2011, he became a national educator for Paul Mitchell and through the surge in the men's grooming market was known as one of the go-to's for men's hairstyling. This not only helped him become a top requested in-salon educator, but solidified his onstage presence from Cleveland to Las Vegas, and even Mexico and Canada. In 2019 he started his association with Aveda through Square One and the next year joined Blush Studio!