ItGirl In Motion: Alicia Scott Is Bringing The South To The Forefront With Her Inclusive Beauty Brand

Meet Alicia Scott, CEO and founder of Range Beauty and "ItGirl from the South." Alicia is one of the many faces on xoNecole's inaugural ItGirl 100 list in partnership with Hyundai. In the limited video series "ItGirl in Motion," she describes what she thinks an ItGirl is.

"I believe being an ItGirl is always staying true to yourself no matter what. No matter what the trend is, no matter what people are saying across social, whatever is viral, you're staying true to your values, your morals, and your own standards and you set the tone always," she says.

Alicia personifies ItGirl, especially as a business owner. Her company, Range Beauty, targets those who are often underrepresented and gives them the opportunity to feel seen. "To start an inclusive beauty business, it means you're taking on an entire world. You're doing something that a lot of people unfortunately don't think is necessary," she explains.

She even includes a personal note with each package to echo further the importance of making customers feel included. "Every time an order goes out, we include a personalized note from me saying, 'I'm with you, I feel you, I see you, and you're never forgotten with Range,'" she reveals.

ItGirl In Motion with Alicia Scottwww.youtube.com

Being a beauty brand from the South, Alicia is also filling in spaces that other brands have often ignored. Range Beauty is based in Atlanta, Georgia, which is considered a major hub in the South. However, she says that the beauty industry often overlooks this region. "To be an ItGirl from the South is incredible," she states, "especially because beauty is so underrepresented here. A lot of brands overlook the audience and customers here, especially within the Black community. Honestly, raising my brand from here and putting the South on the map when it comes to beauty has been such a treasure."

Get to know more about the beauty boss in the video above.

See our ItGirl 100 list in full here. Click through the gallery below for some BTS moments of Alicia and our partnership with Hyundai.

Director: Mikkoh @mikkoh

Production company: @polly___studio

Producer/AD: Samuel Cho @choboi90

Producer/Tech: Paul Nguyen @paul__winn

DP: Cristian Bernal @cristianbernal

Editor: @30inthemorning

2nd Cam: Paul Nguyen

1st AC: AJ Paug @ajpaug

Gaffer: Dennis Albert @dennisalbert_

Audio Mixer: Victor Chavez @vic_the__

PA: Rick Carreno @ispeakrick

PA: Tiffany Do @tivani.doee

BTS Photo: Alisa Seripap @alisaseripap

Car Detail: @sud_studs

@slugglobal

Creative Director @hellobosco

Team Lead @kevingumbo3000

Project Manager @zakk_jullot

Creative Producer @iamkingsheyla

Designers @miacolemxn @noelspiva

@xoNecole

Director, Integrated Marketing @_vang

Campaign Manager @kingchachiii

Talent Lead @kaylawalker

Feature image Alisa Seripap