We sat down with VIVE Co-Founder Alanna Gregory to learn more about the up-and-coming beauty-tech company that hit the NYC/Hamptons scene in a big way this summer. Discover how the former Wall-Streeter found the inspiration to start her company, her views on the relationship between fitness & beauty, and more!

Q. Tell us about the philosophy behind VIVE and what inspired you to found the company?

A: I started the company, with my long-time stylist and friend, Cristin Armstrong. We each thought the world of beauty was a bit broken. As a client, I had a difficult time getting the appointments I wanted, when I wanted them, who I wanted them with, and booking was always a pain. As a stylist, Cristin had peaks and valleys in her schedule, and wanted more control over her time, pricing and work; many of her colleagues felt the same. With this in mind, we set out to create a marketplace that addressed both sides of the problem, and could be truly empowering to both parties. At VIVE, our philosophy is that beauty isn’t a commodity, and we exist to empower and preserve all involved across the spectrum, from the talent to the experience itself.

Q: What made you decide to link VIVE to the fitness scene?

A: Looking and feeling good are completely intertwined. People who enjoy working out generally care about how they look and feel, and vice versa. Plus, when I worked in finance, I would work out early in the AM, then head straight to work, and my high-maintenance hair looked less than stellar. It was a minor inconvenience, but something I thought VIVE could help fix. 

Q. Apps you use to stay fit and motivated?

BurnThis! 🙂 And the individual SLT and Barry’s apps for booking classes.


Q: Your most inspirational fitness experience?

A: Back in 2010, I developed a very strict yoga regimen ahead of my mother’s wedding. I got into the most incredible shape I’ve ever been in. Following that, I went on a seven-day yoga retreat to Colombia with Lauren Imparato and I.AM.YOU. studio. Aside from Colombia being an incredible place to visit, I saw first-hand the power of fitness in reshaping my mind, body and confidence. 

Q: Any current workout or fitness studio obsessions?

A: I recently started going to Barry’s Bootcamp and have become quite the junky….I’m also a big SLT fan.

Q: Who do you Instagram-stalk for inspiration?

I’m mildly obsessed with Moda’s instagram (@modaoperanid); Violet Grey (@violetgrey) and Reece Hudson (@reecehudson).

Q: Upcoming/exciting Fall projects you can share?

A: We’ll be releasing a completely new site at the end of this month. It’s been in the works for about three months, and I’m really excited to see it come into fruition. It’s gotten great feedback from our stylist community, and I think it will be a very powerful tool for both stylists and clients.

Q: Fill in the blank: I workout because…

Too many reasons. Top three: staying sane. Feeling fit and healthy. And love the post-workout buzz. 

Q: Favorite beauty products or hairstyles of the moment?

A: Wearing my hair completely curly and natural. I use a little Ouidad curl quencher for shaping and frizz control.

Q: Celebrity with the most chic post-workout style? 

A: Hmm, I’m not really much of a celebrity follower but I recently took a class with Simone de le Rue, celebrity instructor of BBS, and loved her style.

Style This! Behind the Scenes With VIVE Co-Founder Alanna Gregory