Alice began her PR career almost 2 decades ago, working with entertainment and consumer lifestyle brands at some of London’s biggest PR agencies - including Borkowski and more recently, Eco Age. At these agencies, and more, clients included everything from Kellogg’s to Vodafone, Boy George to Cirque du Soleil, Star Trek to Smart Car. By 2007 she began specialising in beauty / wellness, and sustainability. And managed sustainability communications and content creation for the sustainable diamond industry. In 2021, managed PR for a prominent youth conference event at COP26 - called The Extreme Hangout, where speakers included Lily Cole, Arizona Mews, Lucy Siegle and many others. Her clients have also included global spa skincare brands (such as Noble Isle), some of the world’s best spa hotels (such as The Grand Park Rovinj). She has also worked with cosmetic doctors in Malta and Gran Canaria where she promoted medical tourism. Alice has a keen interest in holistic health and has helped launch and grow many businesses including Ancient + Brave collagen, Neutrient food supplements and Altrient liposomal vitamins which she has helped transform into multi million pound businesses largely through effective PR campaigns. Alice has a unique flair for storytelling and contributes articles for The Daily Mail where she once had a popular column. Alice's role at WHITEHAIR.CO is mostly as a strategic consultant, and supporting with with senior-level PR placements.