Lifestyle
Emily Alexandra Cosmetics Owner Talks Building a Business
When did you first establish your cosmetics brand, Emily Alexandra Cosmetics?
It was at the end of 2018 – but I had the idea for years. It’s amazing how some things take years to come to fruition.
Did you ever get sleep building your brand up?
There have been times that I’ve been less motivated. However, that’s when I reach out the most to new people, network with new events, and get my juices flowing even more with new ideas and opportunities. Instagram is a great tool for networking in real time all over the world.
What advice do you have for someone just starting their entrepreneur career?
Create a plan, come up with multiple ideas, and see how you can execute all of them in a timely manner. Make sure you have funds and people to help back you. Your lifeline and inner support is the most important.
How did you get into your niche?
I feel I’ve always been a Mermaid ever since I was a little child. It wasn’t until my 20’s when I became a professional mermaid and decided to create my own cosmetic brand, Emily Alexandra Cosmetics, that has all natural, vegan, cruelty-free, water-resistant, sweat-resistant, ocean-friendly, with coral reef safe SPF in all of the products.
I also Founded my nonprofit and named it supportingwater.org where I find and raise moneys to bring drinking water and much more to emerging nations. A portion of every purchase from Emily Alexandra Cosmetics goes directly back into supportingwater.org
Was it hard to start your business?
It’s extremely hard. Long hours, but well worth it. I love to have something to call mine.
What were some of the trials you went through when you first started?
I went to fast too big too quick. I had to scale back, start all over, then re-brand. That was a very big financial hurt. Moral of the story… as my mom always would say – take your time so you don’t have to do it twice (why didn’t I listen to her?!).

What’s your goal for the next 10 years in business?
I would like to sell the business in 10 years, be in numerous countries including Dubai and other luxurious locations, doing huge events and sponsoring the Olympics as the official makeup sponsor, and much, much, more!
Did your friends support your business when you launched it? If not, why do you think not?
A lot of them were extremely jealous, and now they’re looking at me asking for support. A lot of them were also extremely supportive too though. I guess you’ll always get haters. Especially when you’re doing something right.
What’s something you haven’t done in your career yet that you always wanted to accomplish?
I would love to do a world tour of mermaid gigs all over the world and collaborate with other famous international mermaids like the Singapore mermaid.
Lifestyle
The Future of Youth Horror Gaming: Lonely Rabbit’s Midnight Strikes
Empty hallways echo with footsteps that aren’t yours. The carnival rides spin without passengers. Familiar spaces, the ones etched into childhood memory, twist into something menacing, something that watches. Lonely Rabbit’s Midnight Strikes arrives eight months before its completion, targeting a youth horror genre that is hungry for experiences that feel personal rather than purely fantastical. The indie studio searches for a publisher while building momentum for a game that weaponizes nostalgia, turning high schools and carnivals into theaters of psychological dread. As franchises age and audiences demand fresh scares, this PC title tests whether memory-based terror represents the next chapter in youth horror.
Maturing Past Jump Scares
Youth horror gaming shed its training wheels. Little Nightmares and Bendy and the Ink Machine proved that younger players crave atmospheric storytelling over cheap shocks, puzzle-solving over gore, and visual distinctiveness over recycled formulas. Bendy’s ink-soaked corridors attracted a massive audience, including children drawn to the characters despite the T-rating, because the experience felt emotionally authentic rather than condescending. Players now expect psychological tension woven through environmental details, stories told through decaying spaces, and cryptic objects scattered across levels.
The genre’s maturation reflects audiences who grew up solving Portal’s test chambers and exploring Limbo’s monochrome nightmares. Among the Sleep demonstrated the potency of perspective: experiencing horror through a toddler’s eyes made familiar domestic spaces feel uncanny and threatening. Fran Bow plunged players into hand-drawn asylum corridors where perception itself became unreliable, where puzzles demanded engagement with trauma and grief rather than simple pattern recognition. Modern youth horror respects its audience enough to disturb them thoughtfully, creating experiences that linger days after the screen goes dark.
Corrupted Childhood as New Territory
Midnight Strikes drags players through levels “reminiscent of their childhood memories”: the high school, the carnival, spaces universal enough to feel personal. Lonely Rabbit constructs what they describe as a “menacingly beautiful atmosphere filled with bizarre and terrifying creatures,” pairing monster survival with puzzle challenges that prioritize mood over mechanics. The game adopts a “cinematic and otherworldly feel” while grounding its terror in locations players actually inhabited, making fear feel intimate rather than abstract.
This memory-based direction distinguishes Midnight Strikes from fantasy settings that dominate youth horror. Deserted carnival rides and empty school corridors carry weight because players recognize them as such. Maybe the locker rows feel too narrow, maybe the Ferris wheel groans with a voice that shouldn’t exist, maybe the cafeteria smells wrong. The game challenges players to “survive their fear of the unknown” while navigating spaces that should feel known, creating cognitive dissonance that amplifies dread. Other developers exploring similar territory, such as Subliminal, which utilizes “nostalgic spaces” and “a rotting feeling that something is not quite right,” suggest that childhood corruption represents an emerging subgenre.
Lonely Rabbit’s approach weaponizes personal history. Every player attended school, visited carnivals, and formed memories in spaces designed for safety and joy. Corrupting those spaces turns nostalgia into a threat, asking audiences to confront distorted versions of their own experiences. The monsters inhabiting these environments become more than obstacles; they represent the fear that familiar places might betray us, that memory itself becomes unreliable when shadows move in the wrong direction.
Smaller Teams, Bigger Risks
Indie studios like Lonely Rabbit maneuver where larger publishers hesitate. Their two-month publisher search and pre-launch community building reflect changing pathways for games that defy established franchise formulas. Building a follower base before release creates market validation, proving that audiences want what you’re making before significant capital is committed. Transparency about development timelines and production milestones generates audience investment, turning potential players into advocates during the publisher search.
Midnight Strikes represents creative gambles major studios avoid when quarterly earnings loom. Smaller teams experiment with concepts, corrupted childhood spaces, memory-based horror, pand sychological tension prioritized over action mechanics, that might fracture focus groups but resonate with underserved audiences. Lonely Rabbit’s global distribution ambitions demonstrate indie confidence: build something distinctive enough, and geography becomes irrelevant when digital storefronts erase borders.
The next eight months determine whether Midnight Strikes defines a subgenre or remains an interesting experiment. If players respond to horror that mines personal history, if corrupted nostalgia proves more terrifying than fantasy monsters, other developers will follow this path. Lonely Rabbit’s gamble, that childhood spaces make better horror stages than alien planets or demon dimensions, could redefine what scares young players next. The studio’s publisher search tests whether the industry views memory-based terror as the future of youth horror or a niche curiosity. Either outcome writes the next page in a genre still learning what it can become.
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