Alexandra Pauly

Founder Biche

Alexandra Pauly is an entrepreneur, fragrance expert, and award-winning beauty editor. She is the founder of Biche (@biche.world), a luxury grooming brand that uses vet-approved formulas, pet-safe scent, and thoughtful design to build bonding rituals for animals and their humans. Previously, she was the Founding Beauty Editor at Highsnobiety, where she launched the publication’s very first beauty vertical. A longtime fragrance enthusiast, she is also passionate about writing about scent. In 2023, she spearheaded Highsnobiety’s State of Fragrance, a report on consumers’ relationship to perfume and their buying habits that won The Fragrance Foundation UK’s 2024 “Rising Star” Jasmine Award and was a finalist for The Fragrance Foundation’s 2024 “Fragrance Editorial of the Year.”