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Alex Fox, a journalist since 1993, began her career in photographic journalism. In 1998 she transitioned to the beauty world, working on the first UK trade nail magazine, Nails Plus. In 2003, Alex co-founded Scratch magazine, the UK's only trade title for nail professionals. During her role as editor, she introduced the first consumer nail title, Gloss, and expanded into the Middle East market with Scratch Middle East in 2014. In August 2021, Alex retired as the editor-in-chief at Scratch to focus on other nail industry projects including the launch of Glossarylive.com, alongside Nailympia Competitions as its global competition director. Alex's contributions to the industry include co-founding the Scratch Stars Awards in 2012 and has collaborated with industry professionals to create Nail Safari, a unique annual five-day education event. Currently sitting on the volunteer board of the UK's Federation of Nail Professionals (FNP), Alex remains dedicated to raising standards and celebrating global nail artists through her editorial role on GlossaryLive.com.