The turning point? At the beginning of the world stopping.

It's the beginning of COVID. The world goes into lockdown, and while some panic, others observe. Alexis observes and analyzes in a silence he describes as very heavy.

At that time, he shares his life with a hairdresser, whom he describes as wonderful. And what's more, the best he has ever known. Although Alexis has been very demanding and uncompromising with his hair since childhood, it is in this world of hair care and daily products that he begins to look at labels differently, to read what no one reads and to understand what no one questions.

Water, everywhere, in the lead. Accompanied by so-called "revolutionary" ingredients, while the vast majority of them are controversial, polluting, irritating, and useless except to sell glitter to maintain your skin or hair problems. In shampoos, in creams, in treatments sold at exorbitant prices with promises galore.

"But... it's water? And all these controversial ingredients? Is this really innovation?"

The question seems naive. In reality, it is devastating. And it will never leave him.

But Alexis also sees something else. COVID opens a funnel where brands emerge from everywhere, with products from China (not only in the world of cosmetics), promises without proof, and lies disguised as opportunities. A cosmetic gold rush as noisy as it is hollow. He, who abhors pretense, refuses to enter this dance, viscerally and profoundly. He doesn't want this label, this noise, this lie.

So he waits, he observes, and he prepares his moment.

The formative years. When life teaches before the brand exists.

Alexis is not one to act in haste. He perceives things differently, further and earlier. This is not luck; it is a rare sensitivity, that of emotionally gifted individuals who experience the world with an intensity few human beings know. A permanent antenna turned towards the essential, capturing what others do not yet see. A magnetizer by training and nature, working with energies, invisible flows, and the vibration of life, he develops an almost instinctive discernment and a disconcertingly precise reading of situations. Where others are still fumbling, he has already sensed, understood, and charted the course.

Behind the creative impatience, however, lies an anticipatory strategy. While life leads him on stage, between acrobatic performances, pyrotechnics, and musical composition, he documents, sketches, and trains himself in parallel. Packaging sketches, research on natural formulations, conferences on organic certifications. A project that takes shape in silence, in the margins of an intense life.

"I had anticipated this moment for a few years already — tucked away in a corner of my mind, but never forgotten. I observed the evolution of technology, noted industrial manipulation and its deceptive practices, and I waited. Waited for consciousness to rise. Waited for the right cycle. I relied on the end of a nine-year karmic cycle and the opening of its year in 1 — an absolute new beginning. And the moment arrived."

He also refines something less visible but essential: his directness. This straightforward, unvarnished, and unembellished tone that will become the signature of ALOELIS ® . No polished communication to please everyone, no doublespeak, no empty promises. The truth, always, even when it's unsettling.

The first brand, the painful lesson.

At the end of 2024, after months of work, passion, and encouraging initial sales, the project comes to life under a first name. Results are coming in, and momentum is building. Then the blow falls: a trademark registration issue, more than a year after creation, just as sales begin to take off. A name already taken in a foreign country, which would have created conflicts in the long run.

For many, it's the end, a sign that fate has spoken. For Alexis, who has already transformed a "condemned" knee into an army entry ticket, it's an obstacle, nothing more and nothing less. He starts from scratch with everything he has learned, everything he has built, and an even stronger conviction than before.

The cycle ends. A new one begins.

In some spiritual traditions, there is a notion of cycles, years closing and others opening. The end of a nine-year cycle, the beginning of a year one, an absolute new beginning full of possibilities. Alexis, deeply spiritual, feels this turning point. Signs align, doors open where walls once stood, encounters happen at the right time, and obstacles transform into directions.

I witness it with patience, with wisdom. He refines, he hones, he lets what needs to ripen, ripen. And when the time comes, he is ready.

ALOÉLIS. 6 months to rebuild everything. Better.

Six months of complete overhaul: Branding, positioning, product line architecture, visual identity, storytelling, certifications. And a name that says it all : ALOELIS® .

ALOE defines Aloe vera, the plant that hydrates, heals, soothes, and concentrates the best nature has to offer. LIS evokes what smooths, what soothes, what reveals beauty without violence.

The Aloe that smooths. ALOELIS ®

Simple, obvious, impossible to forget once you understand it. In early 2026, ALOELIS effectively comes into being, COSMOS Natural & Organic certified, audited by Bureau Veritas, FDA & IFRA compliant, 100% vegan and 100% biodegradable, with pure organic Aloe vera as the 1st INCI ingredient in 92% of its formulas. Not a promise. A verifiable reality, ingredient by ingredient. Destiny had aligned and Alexis had revealed himself in broad daylight, with his directness and without pretense, exactly as he had always been.

One brand. One founder. One and the same reflection.

ALOELIS is unlike any other brand because Alexis is unlike any other founder. What he is, ALOELIS is, his pure, sincere reflection, with his hand on his heart.

An unapologetic directness, deep empathy and loyalty for those who trust him, a constant concern for the well-being of souls and for truth, both in formulations and intentions. Here, transparency is not a marketing argument; it's a way of being.

ALOELIS was conceived as a family, not a clientele, not consumers, but a true family with human values at the heart of every decision. Those who join ALOELIS will not only choose certified, natural, and irreproachable products. They choose a community that resembles them, that tells them the truth, and that never takes them for mere wallets. Complete transparency on the naturalness of formulas, on certifications, and on the conscious formulation choices is not an effort at ALOELIS. It's a reflex, that of a founder who simply doesn't know how to do otherwise.

As the leader is, so is the brand. Empathetic, caring, and true.

Beyond beauty: A mission rooted in life

ALOELIS was never conceived solely as a cosmetics brand.

Alexis has always been deeply revolted by animal cruelty and the misunderstanding of dogs. A visceral revolt, rooted since childhood, that never left him. He knew that this fight would be part of his life, not a passing passion, but a life project waiting for its time.

Years have honed his expertise. From the army to life's stages, from working dogs to invisible energies, Alexis became a certified behavioral dog trainer after accumulating more than 10 years of experience with dogs, especially working dogs such as the Malinois, Border Collie, German Shepherd, and Dutch Shepherd. These extraordinary intelligences that the world too often uses and then forgets. Also a canine magnetizer, he complements behavioral work with a sensitivity beyond the visible, working with energies and the vibration of life.

This is not a weekend hobby. It's a parallel vocation, as serious and demanding as everything Alexis undertakes. His project is to create specialized boarding schools for abandoned working dogs, to re-educate them, train them, and reintegrate them into useful roles in society, to relieve overcrowded shelters, and to restore dignity to these exceptional animals who deserve better than to end up in SPAs.

ALOELIS is the financial and symbolic pillar, where a large part of the profits will be directly donated to his association to actively support this cause.

Proof that one can build a profitable business without sacrificing one's values, nor consumers' wallets, and prove that beauty can serve life, in every sense of the word.

Today, and what's next.

ALOELIS is a young and ambitious brand, built by one man with uncompromising standards. It will never be on marketplaces, never discounted, and never diluted, neither in its formulas nor in its values. It will grow with those who choose to understand it, read it, and trust it.

Because truth is not shouted. It is proven.

Welcome to the story of ALOELIS. It's just beginning.