As Told By: Alex & Matt Beer, Co-Founders and CEO’s of Fortress Brand

Last updated on: 2023

As Told By

Meet Alex & Matt Beer!

Photo by Terrence Matlin

Our names are Alex Beer & Matt Beer.

Find us at:

Tell us about yourselves. How did you get started in the beauty industry?

We’re Alex and Matt Beer — brothers, Co-Founders and Co-CEOs of Fortress Brand. In 2012 as early adopters of the Amazon marketplace, we developed a deep knowledge of the platform and uncovered market trends to help bring nutritional supplements to the DTC market. We quickly realized that there were enormous opportunities for growth for supplement brands on Amazon, and Fortress was born. We started out as an Amazon retail agency working exclusively with pharmaceutical clients and then further expanded into the health, beauty and wellness verticals creating exclusive partnerships with acclaimed names like Designs for Health, Youth to the People, Glow Recipe, and HUM Nutrition.

Fortress Brand Group has partnered with School House, Finc3, and recently, Taylor & Pond. What inspired you to expand Fortress into a Brand Group?

Our vision with these strategic partnerships was to transform Fortress Brand into a full-service global omnichannel accelerator. By partnering with the minds of Taylor & Pond, School House and Finc3, it allowed us to expand our capabilities and further deepen our beauty, health and wellness expertise. With a global team of over 300 employees spanning three time zones, Fortress now has the ability to support growing consumer brands at any stage of their life cycle across multiple service funnels — global marketplace management, performance marketing, creative branding and strategy, international growth, data analytics and more. It allows us to be a best-in-class partner to our clients by having all the in-house teams, tools and resources necessary to help their brands grow to their full potential.

Working as co-founders and CEOs requires a lot of collaboration. How do you go about making decisions together? If you disagree on a decision, how do you work through that?

We are usually aligned with our visions, but we are also lucky to have an excellent leadership team each with their own unique set of skills and expertise that weigh in and help us guide Fortress every day. It’s important to have everyone on the same page so that we are setting clear and unified goals. Disagreements of course will happen, but we always discuss and come to a place of agreement and understanding so that we can move forward.

What do you consider your greatest accomplishments in your careers?

Seeing Fortress grow into the company it is today has exceeded all of our expectations and has been been a truly remarkable journey for us. With every year that passes we see our teams go above and beyond for our brand partners and it really makes us proud to see how much we’ve grown in the last decade. We are also extremely humbled to have been included on Inc.’s 5,000 Fastest Growing Companies list for the last three years in a row.

Interested in learning more from professionals in the digital marketing and beauty industries? Check out the rest of our As Told By series and follow us @DigitalBeautyHQ on Twitter and Instagram for more industry insights!

Tags: , , , , , , , , ,