Alexandra Lenehan, founder of Pinksalt Swimwear, is a young Melbourne (Australia) based woman, who wants to set the world alight with self-love and acceptance. She believes that now, more than ever, that it is so important to be showcasing versatility and variety in a world where we are frequently exposed to so many unrealistic expectations around the female body shape and beauty standards. 


One of Alexandra's favourite quotes by Robert Morley is "To fall in love with yourself is the first secret to happiness". She believes that in order to fully love and service those around you, you must first fill up your own cup. Because as they say, "You can't pour from an empty cup". 


We caught up with Alex to find out more about her journey and what led to the creation of Pinksalt Swimwear as you know it today. 

  • What inspired you to start a swimwear brand?


    After graduating my Law degree here in Melbourne I didn’t feel like that was the right path for me anymore. I wanted something different that a corporate 9-5, something where I could express my creativity and design my own life. I was just brainstorming ideas and thought to myself, 'I’d love to start my own business'. 

    I had grown up struggling to find swimwear that suited me and I had a lot of body image issues during my teens and early 20's. I wanted to create something that would help other women feel worthy and comfortable in their own skin. I knew from personal experience that wearing swimwear can be very confronting for many women.

    I saw that the swimwear industry still had such a long way to go in terms of  body inclusivity, so I set out to create a brand that may be able to make a little difference, even if it helps just one woman realise she is worthy of wearing swimwear at the beach without feeling embarrassed or ashamed, then I will be one happy girl!

  • How do you want women to feel when becoming part of the Pinksalt Tribe?

  • I want this community to feel empowered with their bodies. I want women to feel like they are with me on this journey of self acceptance and that if we help lift each other up, then we, as a collective can smash down all those so called “beauty” standards which society continues to force onto us. I envision that everyone in this community, no matter their size, shape, age or ethnicity will feel confident whilst wearing a swimsuit at the beach. 

  • What do you want your brand to be recognised for?

    I want Pinksalt to be recognised as a brand who empowers women to whole-heartedly accept and love themselves just the way they are. The brand that inspires women to shine by unleashing the fierce femininity they have within, even if they don’t know it yet. It’s also very important for me that Pinksalt is recognised for its ethical values. I am a strong believer that fair pay and working conditions for people across the globe, particularly women, is essential in these modern times. I have done my due diligence to seek a manufacturer who displays ethical working conditions and hope to one day travel to see the factory with my own two eyes.  

  • Where do you see your brand 1 year from now?

    My visions for Pinksalt is to grow a large global community of fierce and empowered women who love their bodies and spending time in the sun wearing their Pinksalt swimsuit. If Covid restrictions permit it, I would love to see Pinksalt shoot an international campaign with women from across the globe enjoying the look and feel of their Pinksalt swimsuit. 


    Alex and the Pinksalt Swimwear team would love to hear from you and help you with any questions you may have. Feel free to contact us and we'll respond as soon as we can! 


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