Meet Efrat Rafaeli | Founder, Alix Clo, and age-inclusive skincare brand

We had the good fortune of connecting with Efrat Rafaeli and we’ve shared our conversation below.

Hi Efrat, we’d love to hear more about how you thought about starting your own business?
I started Alix Clo, an age-positive skincare brand, soon after turning 50.
I was becoming acutley aware of the pervasive ANTI-AGING narrative, and the overal disadvantage that women feel as they become older.

I myself feel that age is working against me, and not for me.

I am 53, and had lost a a corporate job soon after tuning 50.
It felt very raw and fragile, and I implicitly felt that age played a role into it.

I really want to see a shift in the collective narrative relating to aging; Especially when it comes to beauty and appearance.
Women 40+ feel a huge pressure to hide and mask thier age. We are bombarded with messages to look forever young.
But getting old is a privilege, a gift, and we should honor, celebrate, and reclaim its power.

I am starting to see a sea-change pushing against oppressive beauty norms that have dominated the media for decades.

As far as starting and running a business – I am bootstrapped, with zero marketing $, so getting the products out there takes time and energy.
I really love the product development, and connecting to customers, but the growth has been gradual so far.

The truth is, when you run a scrappy 1-person show you need to do everything, and you may not excel in all. As I am entering year 3 of the business, I feel more confident that the products really work, based on customers’ feedback, and that my mission is resonating, and really needs to be amplified.

Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My name is Efrat, and I am 53 years old.

My brand, Alix Clo, is an age-inclusive, 100% natural skincare, formulated for 40+ skin. Our products are mindfully-crafted with potent botanicals, and clinically-proven ingredients, delivering skin results without the toxins.

What truly sets us apart is our ethos around age + beauty.

Our Tagline is “Your Age is Beautiful”.

In an industry that sells us YOUTH as the ONLY version of beauty–we’ve decided it’s time to celebrate beauty at any age.

Our intent is not to erase time, but instead sync with the changes of time and seasons.

Age Beautiful.

If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Atomic Garden in Oakland California has been my favorite shop since I moved to here almost 20 years ago. The owners have an immaculate eye, and are so supportive of local brands.
https://atomicgardenoakland.com/

Even  if  you are not into jewlery you mnust visit Esqueleto. This is by far the best indie fine jewelry store in the world!!!! https://www.shopesqueleto.com/

For a nice place to grab drinks, snacks at the bar or a full meal, ehre are my faves:

Bombera, for great (a bit boojie) mexican food and drinks. https://www.bomberaoakland.com/

Mocking Bird for awesome comfort locally sourced food.

https://www.mockingbirdoakland.com/dinner.html#/

Who else deserves some credit and recognition?
I have studied yoga with Lorraine Taylor Yoga. https://www.lorrainetayloryoga.com/
She leads long immersive courses. For the first time I felt very supported by a women circle. I was so used to the competitive corporate culture that pits us against each other and I felt that Lorraine created a magical place that felt very nourished, grounding.

I also love
“The Expanded” podcast by Lacy Philips, who focuses on the energetics of manifestitation.

and
“Shameleslly Ambitious” with Ash Macdonald

Website: https://www.alixclo.com/

Instagram: https://www.instagram.com/alix_clo/

Linkedin: https://www.linkedin.com/in/efrat-rafaeli-7b30802/