The Regimen May 02, 2022


We chatted with Alejandra Alonso Rojas, the designer of her eponymous modern meets old world Spanish tradition clothing brand. Learn about her favorite things to do as a busy mom and her covetable essentials for hair, skin, and makeup.  

Profession: Creative Director, Designer, CEO, and Mum

Describe yourself in 3 words: Creative, Empathic, Persistent 

Tell us about the Alejandra Alonso Rojas brand: Alejandra Alonso Rojas redefines casual luxury. Craftsmanship is the most valuable thing to me. 

Current wardrobe must-haves? 

Silk crochet dresses and satin silk suits.

Your go-to hair and makeup routine?

I have very curly hair so I wash it once a week and I need very specific products to hydrate my hair. Amongst my favorites at SHEN, I alternate between two conditioners from Oribe: Intense Conditioner for Moisture & Control and the Conditioner for Beautiful Color. I also love ACT+ ACRE Cold Processed Hair Cleanse. After drying my hair with a towel, I apply Virtue Curl-Defining Gel and let it air dry. Once dry, I like to work on the upper layer with a small curling iron to smooth it out. 

I cleanse my face every morning and apply Augustinus Bader The Rich Cream. For makeup, my favorite brand at SHEN is Westman Atelier. Her foundation, blush, and highlighter sticks make it so easy! Her Eye Love you Mascara is my go to as well. 

Favorite skincare essentials? 

I love Ignae Rich Night Serum before going to bed. It acts like a facial while you sleep. 


Your most-treasured way to spend time with your kids?

Quality time with my son is so, so important. Any moment is special, whether we are spending the day outside at the park, exploring the city or traveling … even when he comes to work with me or when we cook dinner together. I just love spending time with him. He is my favorite person in the entire world!

How do you unwind as a busy modern mom?

Sometimes we all need our space, I love spending time alone with my husband or going out with my friends. Balance is everything.

Best motherhood moment or memory to date?

The first time he said I love you to me using sign language. We taught him some basics since he was a baby, and I would always say I love you to him using sign language. One day when he was about 7-months, he signed it to me and my heart melted.

What's your motherhood mantra?

Be yourself.

Westman Atelier Vital Skin Foundation Stick $68
Vital Skin Foundation Stick
Westman Atelier Baby Cheeks Blush Stick $48
Baby Cheeks Blush Stick
Westman Atelier Eye Love You Mascara $58
Eye Love You Mascara
Westman Atelier Squeaky Clean Liquid Lip Balm $38
Squeaky Clean Liquid Lip Balm
Westman Atelier Lit Up Highlighter Stick $48
Lit Up Highlighter Stick
Westman Atelier Les jours - Eyeshadow $88
Les jours - Eyeshadow
Westman Atelier Lip Suede Palette Les Nudes $85
Lip Suede Palette Les Nudes
Westman Atelier Lip Brush $38
Lip Brush
Virtue The Polish Un-Frizz Cream $44
The Polish Un-Frizz Cream
Oribe Curl Control Silkening Crème $42
Oribe Curl Control Silkening Crème
Westman Atelier Les nuits - Eyeshadow $88
Les nuits - Eyeshadow
Westman Atelier Blender Brush $125
Blender Brush
Westman Atelier Foundation Brush $80
Foundation Brush
Westman Atelier Super Loaded Tinted Highlight $75
Super Loaded Tinted Highlight
Westman Atelier Powder Brush $85
Powder Brush
Westman Atelier Baby blender $64
Baby blender rounded compact bristles Handmade
Westman Atelier Rendez Vous - Eyeshadow $88
Rendez Vous - Eyeshadow
Westman Atelier Eye shadow brush I $58
Eye shadow brush I
Westman Atelier Westman Eye Pod Single $32
Westman Eye Pod Single
Westman Atelier Eye shadow brush II $62
Eye shadow brush II
Virtue Curl Conditioner $42
Curl Conditioner
Westman Atelier Beauty Butter Powder Bronzer $75
Beauty Butter Powder Bronzer
Ignae Daily Enzyme Cleanser $100
Ignae Daily Enzyme Face Wash Cleanser
Ignae Rich Night Serum $232
Rich Night Serum
Virtue Curl Shampoo $40
Curl Shampoo
Westman Atelier Spot Cheek Brush $38
Spot Cheek Brush
Ignae Dynamic Eye Complex $125
IGNAE Dynamic Eye Complex targets dark circles and fine lines
Ignae Day Complex $176
IGNAE Day Complex intense hydration
Ignae Enriched Regenerating Serum $184
IGNAE Enriched Regenerating Serum
Virtue Curl Discovery Kit $38
Curl Discovery Kit
Westman Atelier Face Trace Contour Stick $48
Face Trace Contour Stick
Virtue Curl-Defining Whip $38
Curl-Defining Whip
Westman Atelier Bonne Brow $38
Bonne Brow - Stone
Ignae Regenerating Body Oil $116
Ignae Regenerating Body Oil - Natural Body Oil for Glowing Skin
Ignae Blue Light Day Serum $116
IGNAE Blue Light Day Serum
Ignae Night Complex $188
IGNAE Night Complex for skin regeneration and natural collagen boost
Virtue Curl-Defining Gel $38
Curl Defining Gel
Christophe Robin Luscious Curls Set $45.60
Luscious Curls Set
Augustinus Bader The Scalp Treatment $83
The Scalp Treatment
Augustinus Bader The Leave-In Hair Treatment $52
The Leave-In Hair Treatment 50 ml
Augustinus Bader The Hair Oil $52
The Hair Oil 30 ml
Westman Atelier Vital Pressed Skincare Powder $75
Vital Pressed Skincare Powder
Westman Atelier Squeaky & Cheeky Duo $40
Squeaky & Cheeky Duo I
Westman Atelier The Petal Edition $120
The Petal Edition
Westman Atelier Vital Skincare Complexion Drops $68
Vital Skincare Complexion Drops
Westman Atelier Liquid Blender Brush $125
Liquid Blender Brush
Westman Atelier Summer Skin Kit, Coup de Soleil + Peau de Soleil $105
Summer Skin Kit, Coup de Soleil + Peau de Soleil
Westman Atelier The Brush Collection $475
The Brush Collection
Westman Atelier The Eye Love You Edition $140
The Eye Love You Edition

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