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 Lip Suede Palette Les Rouges $85
Lip Suede Palette Les Rouges
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 $42
The Polish Un-Frizz Cream
Oribe Curl Control Silkening Crème $42
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 Clean Glow Trio II $78
Clean Glow Trio II
Westman Atelier Super Loaded Tinted Highlight $75
Super Loaded Tinted Highlight
Westman Atelier The Gift Edition $133
The Gift Edition
Westman Atelier Powder Brush $85
Powder Brush
Act+Acre Mini Hair Essentials $48
Mini Hair Essentials
Westman Atelier Baby blender $64
Baby blender
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
Westman Atelier Le Box- The Shanghai Edition $133
Le Box- The Shanghai Edition
Virtue Curl Conditioner $42
Curl Conditioner
Westman Atelier Beauty Butter Powder Bronzer $75
Beauty Butter Powder Bronzer
Ignae Daily Enzyme Cleanser $100
Daily Enzyme 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
Dynamic Eye Complex
Ignae Day Complex $176
Day Complex
Ignae Enriched Regenerating Serum $176
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
Ignae Regenerating Body Oil $116
Regenerating Body Oil
Ignae Blue Light Day Serum $116
Blue Light Day Serum
Ignae Night Complex $188
Night Complex
Virtue Curl-Defining Gel $38
Curl-Defining Gel
Christophe Robin Luscious Curls Set $56
Luscious Curls Set
Christophe Robin Luscious Curl Defining Butter With Kokum Butter $32
Luscious Curl Defining Butter With Kokum Butter
Augustinus Bader The Scalp Treatment $80
The Scalp Treatment
Augustinus Bader The Leave-In Hair Treatment $50
The Leave-In Hair Treatment
Augustinus Bader The Hair Oil $50
The Hair Oil
Christophe Robin Luscious Curl Defining Cream With Chia Seed Oil $32
Luscious Curl Defining Cream With Chia Seed Oil
Westman Atelier Vital Pressed Skincare Powder $75
Vital Pressed Skincare Powder

More Like This