There are two types of grocery shoppers … Those who wrestle to find their green canvas shopping bag Every.Single.Time they visit Woolies. And those who consider LA’s Erewhon their local. (Or dream of an Australian opening to make their love of luxury groceries a reality). Because while the Fresh Food people do a generally excellent job at helping us stock up on bread, butter and beauty dupes, only at Erewhon can shoppers queue for Hailey Bieber’s wellness smoothies, debate whether $19 strawberries are an indulgence or a necessity, and grab tote yellow cotton bags encrusted with Swarovski crystals like they’re fashion week essentials.
And now, tucked between adaptogenic elixirs and avocado toast kits, you’ll find Alexa McGrath’s The Skincare Tools – a collection that turns at-home beauty into a must-have, selfie-approved ritual. The kind that Ms Rhode herself would definitely approve of.
“For me, Erewhon represents everything I love about wellness,” Alexa says, casually tossing aside the idea that her brand is just another luxe beauty item. “To sit alongside brands that have reshaped their categories is incredibly affirming. Tools are no longer niche – they’re central to modern beauty.” Translation: your skin deserves VIP treatment, right next to your kale salad in a mason jar and ethically sourced superberries.
Alexa’s own journey to creating The Skincare Tools didn’t start with potions or creams. It began with movement. Years spent hopping between time zones left her skin inflamed, stressed, and in desperate need of TLC. Salon appointments weren’t enough. But travelling and working alongside dermatologists, plastic surgeons, and facialists across Europe, the Middle East, and the US taught her a secret: results come from consistent activation, not just what you smear on.
“I was frustrated with constantly buying more creams without addressing the underlying need for movement and support,” Alexa explains. “I needed tools that were effective, portable, and structured enough to replace sporadic clinic visits. That’s where the philosophy was born: invest in function, not just formulas. Create routine-driven devices that support the skin barrier rather than overload it.”
And that philosophy translates directly into her cult-favourite tools. The 5-in-1 Face Pilates Wand sculpts, lifts, de-puffs, and boosts circulation like a mini gym session for your jawline – minus the Lycra and sweatbands. The 4D Pro Ultimate LED Mask, Alexa’s personal go-to, turns clinical light therapy into a ten-minute ritual that feels more like a spa date than a science experiment. And the 5-in-1 Scalp Care Brush is basically a root-boosting, hair-gloss-enhancing miracle that makes your shower feel like a mini hair festival.
Consistency is where the magic happens. “Clinics deliver results through repetition, but most people only visit occasionally,” Alexa says. “Ten minutes, four times a week – consistency over intensity. When tools are designed to fit seamlessly into your routine, the results compound. That’s when you begin to see real change.” Think of it like juicing kale: the sporadic shot won’t cut it, but daily servings? Total glow.
LED therapy continues to be Alexa’s obsession. Red and near-infrared light don’t just impact the surface of the skin – they support cellular vitality at a deeper level, stimulating collagen and mitochondrial function, and basically giving your face a personal trainer without the sweat. “It’s science-backed, non-invasive, and cumulative – powerful, but also fun,” she says.
Design is just as crucial. Each tool is ergonomically considered, gliding naturally along your jawline, sitting comfortably in your hand, and looking like a chic accent piece on your vanity. “Clinical performance builds trust. Design builds habit,” Alexa explains. “We need both … otherwise, no one reaches for it.”
The brand’s philosophy of “smart self-investment” also resonates with anyone overwhelmed by skincare. “Instead of layering five actives and disrupting your skin barrier, you invest in a tool that enhances what you already use,” she says. “Tools stimulate circulation, support collagen activity, assist lymphatic drainage – they work with the skin rather than against it. It’s about long-term thinking. Not chasing trends. Training your skin, not shocking it.”
And Alexa isn’t stopping there. A new laser-powered device, clinic-grade and FDA-approved, is on the horizon – designed to push the boundaries of at-home skincare precision. “We’ve always believed tools are the future of skincare. This one just makes that belief louder,” she teases, hinting at an Australian retailer launch that will make our inner beauty geeks squeal.
So yes, The Skincare Tools now rub shoulders with Hailey Bieber smoothies, $19 strawberries, and Swarovski-studded totes. But, unlike your grocery haul, these devices aren’t fleeting indulgences. They’re daily rituals you actually want to do, long-term investments your skin will thank you for. Picture it: smoothie in one hand, LED mask on your face, scrolling Instagram, while your skin gets its very own VIP treatment.
