Alex Fox has been a journalist since 1993, starting her career as a photographic journalist working across both consumer and trade titles. In 1998, Alex moved into the beauty world and worked on the first UK trade nail magazine, Nails Plus. During this time, Alex headed a team of 10 journalists as editorial director and launched two salon titles and a spa trade title.

In 2003, Alex co-founded Scratch magazine, the UK and Europe’s leading trade title for hand, nail and foot care professionals. In her role as editor, Alex introduced the first consumer nail title, Gloss, and launched Scratch Middle East in May 2014, specifically aimed at the United Arab Emirates market.

In 2012 Alex and the Scratch team launched the first ever awards solely dedicated to the nail industry, The Scratch Stars Awards, to recognise the outstanding talent in the UK nail industry. Alex also organises the renowned Nailympia London competition, now in its 10th year. A passionate industry individual, Alex has a talent for inspiring techs to explore their business opportunities and creatively shape this exciting, ever-changing industry. Alex currently resides in Doha, Qatar.