Episode 6 - Alexis Horowitz-Burdick @ Luxola

We are excited to be talking to our first female founder Alexis Horowitz-Burdick this week. Alexis is the founder and CEO of, the number one online destination for beauty products in South East Asia.

Alexis discusses her transition from first successful exit, and the unique approach taken to build and launch her current venture We then dive into how hiring the right people at startups evolves as the company grows, and finally strategies for organic growth through search engine marketing.

After recording this episode Luxola has recently been acquired by Sephora and parent company LVMH, which has been viewed as a very positive step in the Singapore startup ecosystem.

Companies Mentioned In The Episode:

Show Notes:

  • Why Alexis started
  • What lessons from your previous venture did you take into Luxola?
  • In the context of content marketing, what is your current strategy?
  • What was your starting strategy for user acquisition?
  • How did you reach MVP, initial tracking and funding?
  • What were the next major hires after the CTO?
  • What the characteristics of these hires?
  • What's your take on startup 'culture'?
  • What are you core KPIs?
  • Are you acquiring new users organically, what is your SEO development?
  • Is your search engine marketing in-house or agency based?
  • What tools do you use to organise yourself?

Episode 1 - Darius Cheung @

I am very excited to launch Digital Frontiers as one of the few if not only podcast focused on digital innovation in Southeast Asia. The purpose of this podcast is to share conversations that founders often have in the ecosystem that are more tactical and give deeper context to the execution of a startup or project.

There is no better guest to feature in the first episode than Darius Cheung. Darius is a veteran of the Singapore startup scene with a few exists, most notable Tencube to McAfee in 2010.  Darius and I cover a lot of topics including: recruiting, culture, sales, and the Singapore startup ecosystem.

This podcast is sponsored by: The Working Capitol (Singapore’s premier Co-Working Space for Knowledge Workers) . We produced and recorded Startup Frontiers at The Working Capitol. Every guest on the show is impressed with the space and facilities.  This is not just office space, they are building a community here.  If you are looking to start your team or relocate, put The Working Capitol on your list.   

Selected Links From The Episode

Show Notes

  • "Sales Cures All" - 2:20
  • Culture Issues? - 3:20
  • How Darius turned around Tencube (Distribution vs. Enterprise accounts)  - 5:06
  • Consistent growth and direction outweighs the lofty goal - 6:15
  • Key to survival - timing and persistence - 7:15
  • Lessons from tencube and Billpin when starting - 7:35
  • 50% of the battle for good culture is recruiting right people - 8:15
  • Other 50% to culture success - 8:45
  • Startup Ecosystem - critical networking events - 10:20
  • What does the startup ecosystem need?- 12:12
  • What stage is focusing on now for growth? - 15:50
  • User Acquisition Strategies - 17:30
  • What growth strategies work specifically in Singapore? - 18:13
  • Content strategy? - 19:17
  • The challenges of raising funds. Where would you start? - 22:00
  • Private investors - 23:50
  • Real Estate Tech Scene - 26:00
  • Methodologies and Frameworks - How to balance them -28:15
  • What keeps you up at night? - 29:00
  • Rapid Fire Questions - 31:30

People and Companies Mentioned


Producer: Michael Walters

Big thank you to my producer Michael Walters for feedback and sound editing.