Alexandra Nolan has built a brand around aging gracefully and unapologetically. The Memphis-based influencer, blogger, and entrepreneur shares her multifaceted life through Instagram and City Chic Living, covering everything from beauty and parenting to travel and business. She’s also the founder of two companies: The Aroma Haus, a sensory marketing firm, and No. 901 Beauty, a skincare line designed for aging skin. We chatted with Alexandra about her journey, her advice for embracing life’s seasons, and why she believes growing older is a privilege.
Your Instagram feels like a real behind-the-scenes peek at your life. How do you decide what to share and what to keep private?
I’m pretty much an open book. When it comes to me personally, I share everything: thoughts, outfit choices, wins, failures, business behind the scenes, local events, beauty products and treatments, and family time. Of course, I always keep the privacy of my kiddos and husband in mind and run things by them before sharing bits of their lives.
One thing I never touch on: politics. I believe that everyone has the right to their own opinions and the right to decide whether to speak out about those opinions or not.
You describe your brand as “midlife unfiltered.” Why do you think that resonates with so many people?
“Midlife unfiltered” resonates because it gives women permission to show up exactly as they are — no filters and no pressure to have it all figured out. So far, this era has been the most powerful and transformative chapter of my life. I strive to create content that’s real, relatable, and sometimes messy.
Your blog City Chic Living covers a broad spectrum of topics. What ties it all together for you?
At its heart, City Chic Living is a reflection of my real life as a modern woman navigating several roles: motherhood, wife, business owner, beauty lover, traveler, and wellness seeker. I’ve never believed in putting myself in a box, and I know many women feel the same.
What ties all these topics together is the shared journey of evolving and rediscovering ourselves while still managing the everyday chaos. Whether I’m sharing a skincare tip, a parenting insight, or a travel guide, it’s all about helping women feel inspired, capable, and confident in every area of their lives.
You ALSO launched The Aroma Haus in 2023. What inspired you to get into the world of scent and sensory branding?
While I was studying in a PhD program [at the University of Memphis], I fell in love with sensory marketing. I began researching current studies on the topic, focusing specifically on scent. The entrepreneur in me began looking for gaps in the market and exploring possible business ideas to fill those gaps. Hence, the birth of The Aroma Haus. I felt in my bones that this idea was “IT,” so I took a break from the program to launch the business. It took off quickly, and now we are servicing hotels all over the U.S.
Creating custom scents for hotels and retail spaces is such a cool idea! How do you match a fragrance to a brand identity?
We have a fragrance library of 12 luxury Aroma Haus scents for our clients to choose from to get started seamlessly and quickly. For clients who want a signature scent outside our fragrance library, we can recreate any fragrance for a more customized solution.
Once we have the fragrance picked out, we install commercial-grade diffusers in the preferred common areas of the hotel. The diffusers scent the space to elevate the guest experience.
Let’s talk about No. 901 Beauty. What sparked you to create skincare specifically for aging skin?
This idea came about when I began experiencing hormonal breakouts and dryness. In 2007, I launched a makeup and skincare line, but sold it in 2019 along with my clothing line and boutique, The Ivory Closet. Before that, I worked with Dior Cosmetics, so I have a lot of experience in the beauty product industry.
When my skin started to change, I was desperate for solutions. Since I work with a lot of beauty brands, I have my favorite products and ingredients, but some products didn’t fully work anymore on my changing skin. I decided to reconnect with my cosmetic partners and create a few products that catered to the changing, hormonal skin of a woman in her middle age.
Do you have personal rituals or routines that help you stay grounded?
Staying grounded is definitely a practice; I’ve learned to give myself grace in that. One ritual I never skip is my morning quiet time, whether that’s journaling, sipping coffee in peace, reading a book, or the Bible. I also carve out a few non-negotiables: nourishing meals and time with my kids and husband that’s unplugged and present. And honestly, letting go of the pressure to “do it all” perfectly has been the biggest game-changer. Grounding myself is less about balance and more about alignment — choosing what really matters and letting the rest go.
You’re open about the ups and downs of parenting and running a business. What’s one lesson you’ve learned that you think other parents might benefit from?
One of the biggest lessons I’ve learned is that being present is more powerful than being perfect. As a parent and a business owner, there’s constant pressure to juggle everything flawlessly, but real connection doesn’t come from perfection. It comes from showing up, even in the messy moments. I’ve learned to apologize when I fall short, to model resilience when things don’t go as planned, and to create space for grace. Letting go of unrealistic expectations has brought more peace into my home and more joy into my work.
What advice would you give someone looking to carve out a personal brand?
My advice would be to start by getting clear on who you are. Think about your values, story, and what you truly want to share with the world. The most magnetic brands are rooted in authenticity, not trends.
Also, don’t be afraid to show your quirks. Quirks are relatable; we all have them. A personal brand that feels personal comes from consistency in voice and vulnerability in your message. When you speak from your real-life experience, you attract the people who are meant to walk with you. Let your story lead, and the brand will follow.
Finally, we always ask: Name three things you can’t live without.
A creamy cup of coffee in the morning, a killer beauty routine, and a creative outlet. Oh, and if I’m being totally honest … dry shampoo deserves an honorable mention!
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