Meet Alexandra Backlund

We recently connected with Alexandra Backlund and have shared our conversation below.

Hi Alexandra , so excited to have you with us today and we are really interested in hearing your thoughts about how folks can develop their empathy? In our experience, most folks want to be empathic towards others, but in a world where we are often only surrounded by people who are very similar to us, it can sometimes be a challenge to develop empathy for others who might not be as similar to us. Any thoughts or advice?
My empathy truly began to take shape while working with Estée Lauder Companies. There’s something deeply human about standing behind a beauty counter , witnessing people in their most vulnerable, authentic moments.

I remember one afternoon at Belk, when an older woman approached the counter with her husband. She looked anxious, almost afraid to speak. But when she saw our counter manager , someone she trusted , her whole energy softened. They talked for nearly half an hour, not just about products, but about family and feeling cared for. Before leaving, she smiled and said, “I love you.” That moment reminded me that empathy isn’t learned in theory , it’s something you feel through genuine connection.

That awareness shaped the way I now teach and design. While guiding high school students through SCAD’s Beauty & Fragrance Summer Seminar, I encouraged them to discover beauty through empathy , to see that connection always comes before product. Watching them translate care into creativity reminded me how powerful it is to pass that awareness forward.

When I entered Service Design, empathy became my foundation. I wanted to understand how comfort, tone, and trust could be intentionally built into every interaction. From beauty counters to service systems, I began designing frameworks of care , small acts of attention that start with listening.

That same empathy flows into my art. Through my creative identity, Lee of Light, I explore connection and vulnerability through storytelling, color, and emotion. My exhibition Audacious at the Savannah Civic Center , in collaboration with the Pride Center , created a safe space for healing and reflection. Watching people pause, absorb, and respond to my work reminded me that empathy lives in silence, resonance, and the space between colors.

Empathy grows when people are allowed to simply be themselves , whether they’re buying foundation, sharing a story, or standing before a painting. It’s not about fixing someone. It’s about being present enough to see them.

Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
Through my work with Estée Lauder Companies and my graduate studies in Service Design at SCAD, I’ve learned how deeply beauty and empathy are connected. I’m fascinated by the invisible systems that shape human experiences , how training, culture, and care influence the way people feel seen and supported. My focus is on reimagining these systems through empathy and design thinking, strengthening the relationship between brands, stores, and the people who bring beauty to life every day.

This December, I’ll be joining the SCAD x BeautyMatter Study Abroad Trip to Shanghai and Singapore, exploring The Future of Experiential Retail: Gen Z Insights. I’m thrilled to study global approaches to beauty and innovation , from AI-driven personalization to sensory retail design , and bring back insights that can help bridge emotional connection with technological progress.

Alongside my academic work, I’m also developing a Cosmetics and wellness-centered brand concept that treats beauty as ritual , blending inclusivity, emotional balance, and self-care. It’s rooted in the same values that guide everything I design: empathy, authenticity, and human connection.

And through my art identity, Lee of Light, I continue to express those same values. My work explores illumination, emotion, and the space between vulnerability and healing , using visual storytelling to help people feel understood.

There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
1. Human-Centered Thinking Human connection is at the core of everything I do , in beauty, in design, and in life. My time with Estée Lauder taught me that people remember how you make them feel more than anything else. Teaching SCAD’s Beauty & Fragrance Seminar deepened that awareness, showing me how communication, empathy, and care transform ordinary interactions into meaningful experiences.

2. Adaptability
The beauty industry , and life , are constantly evolving. Learning to adapt has taught me to view uncertainty as opportunity. Whether it’s responding to new consumer behaviors, navigating design challenges, or managing shifting timelines, I’ve learned that staying open and flexible keeps creativity alive and ideas moving forward.

3. Systems Thinking
Through Service Design, I’ve learned to look beyond surface problems and see the full picture , how experiences connect through people, spaces, and culture. Systems thinking has shown me that the most impactful solutions rarely exist in the product itself, but in the relationships, structures, and emotions that surround it.

Looking back over the past 12 months or so, what do you think has been your biggest area of improvement or growth?
This year, I learned the difference between spark and purpose. For a long time, I chased creative sparks , new projects, ideas, and passions , thinking they were everything. But through reflection and teaching, I realized spark and purpose play different roles: spark ignites you; purpose sustains you.

I saw that truth come alive while teaching SCAD’s Beauty & Fragrance Seminar. During a fragrance-making workshop, my students’ joy in blending scents was pure spark. But when they began to describe how their creations made others feel, I watched purpose emerge. They understood that creation becomes meaningful when it connects.

My spark is creation , designing, teaching, and making art. My purpose is care , using beauty and design to help people feel seen, supported, and understood. Balancing the two has been my greatest growth, and it’s transformed how I approach everything I create.

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