In an age where beauty standards are fluid, consumers are hyper-aware, and digital voices are loud and endless, the power of public relations in the beauty industry cannot be overstated. But power alone does not guarantee impact. In a saturated and often skeptical market, what separates effective beauty PR from the noise is not just clever campaigns or celebrity endorsements—it’s emotional intelligence, cultural literacy, and an unwavering commitment to authenticity.
Great beauty PR doesn’t just sell products; it builds trust, communities, and, most importantly, meaning. Done well, it can shift cultural narratives, democratize access to self-expression, and humanize brands in ways that advertising often cannot. So, what does “beauty PR done well” actually look like in 2025?
Let’s break it down.
1. Storytelling Over Spin
The golden rule of beauty PR today: ditch the spin, tell a story.
Take the success of Glossier. The brand was launched with a media-first mindset by Into TheGloss founder Emily Weiss, and the PR strategy was baked in from day one. Rather thanpushing products, Glossier positioned itself as part of a lifestyle, a movement even—”Skinfirst. Makeup second.” This wasn’t just a marketing line; it was a manifesto that resonated with millions of women and nonbinary consumers tired of unrealistic beauty expectations. The PRcampaign was rooted in community narratives, real user stories, and honest conversations about skin—flaws and all.
This model has since been emulated by hundreds of indie beauty brands. But what separates a Glossier from its imitators is the authenticity and consistency of the narrative. Beauty PRdone well starts with a compelling brand story and lives that story across every touchpoint—from influencer partnerships to customer service scripts.
2. Influencer Strategy That Prioritizes Credibility
The influencer gold rush of the 2010s led to a kind of aesthetic homogenization. Everyone had the same dewy highlight, the same brand deal, and the same lack of transparency. Consumers got savvy—and tired. The age of “influencer fatigue” was born.
In response, smart beauty PR professionals recalibrated. Instead of chasing follower counts, they sought influence in the truest sense: people with niche authority, deep engagement, and authentic voice. Micro-influencers (under 100k followers) and even nano-influencers (under 10k) often outperform celebrity influencers when it comes to trust and conversion.
Take Deciem, the parent company of The Ordinary. It built a cult following not through splashy ad campaigns but by working with skinfluencers who were trusted in their communities—estheticians, dermatologists, science educators. Their PR strategy? Let the science speak, let the experts explain, and let the results drive word-of-mouth.
Beauty PR done well knows that influence is not volume—it’s velocity and veracity.
3. Inclusive Representation as a Non-Negotiable
Post-2020, performative diversity is no longer tolerated. Consumers expect brands to represent the world as it is—not as an aspirational ideal filtered through a Eurocentric lens. Beauty PR that continues to tokenize or stereotype is not just outdated; it’s damaging.
The best PR teams have embraced this as an opportunity, not a challenge. Consider Fenty Beauty’s launch in 2017—40 foundation shades and a campaign that made space for every skin tone. The PR strategy was deliberate, inclusive, and bold. Fenty didn’t just include women of color—it centered them. The payoff? $100 million in sales within 40 days of launch, and a seismic shift in industry standards.
Beauty PR done well ensures that representation isn’t just in the campaign, but in theboardroom, the product development cycle, and the long-term brand identity.
4. Crisis Management with Grace and Transparency
Beauty brands, like any others, are not immune to missteps. Whether it’s product recalls, controversial collaborations, or misjudged campaigns, the real test of a PR strategy is how a brand handles crisis.
Take the example of Drunk Elephant’s past criticism around racial insensitivity and customer interactions. While the brand was initially slow to respond, they eventually issued a comprehensive apology, reassessed their social media policies, diversified their influencer roster, and made meaningful structural changes. The response wasn’t perfect, but it was a start—and it was public.
Contrast that with brands that attempt to “wait it out” or delete criticism. Consumers notice. Trust, once broken, is difficult to regain. Beauty PR done well meets crisis with humility, action, and accountability. It’s not about salvaging reputation alone—it’s about doing the right thing.
5. Editorial Earned Media Is Still King
In the world of TikTok virality and YouTube hauls, it’s easy to assume traditional media is dead. It isn’t. A well-placed feature in Vogue, Allure, or The Cut still carries weight—especially when credibility is key.
Effective PR teams understand how to pitch to editors, tailor their messaging, and work withinthe long-lead structure of print and high-end digital publications. Editorial features are earned, not bought—and the brands that consistently appear in these outlets often do so because they invest in relationships, not just press releases.
When Summer Fridays launched their cult Jet Lag Mask, editors received thoughtful press kits that explained not only the product but the founders’ vision and mission. The result? Glowing reviews in top-tier publications and an organic groundswell of support.
6. Data-Driven Strategy Meets Creative Brilliance
Gone are the days when PR was all gut feeling. Today’s most successful campaigns are where art meets algorithm.
Tools like Meltwater, Cision, Tribe Dynamics, and Launchmetrics allow PR professionals to track sentiment, measure ROI, and adapt campaigns in real time. Smart PR is agile—it learns from each launch and refines its approach.
But data alone is sterile. The best campaigns marry those insights with creativity. Think of e.l.f. Cosmetics’ TikTok campaign that turned a jingle into a viral hit. It wasn’t just a lucky break; it was a calculated risk supported by audience data and driven by a daring creative idea.
Beauty PR done well understands that spreadsheets and storyboards are not opposites—they’re dance partners.
7. Sustainability and Purpose: More Than a Buzzword
The modern beauty consumer wants to know not only what a product is, but why it exists. What’s its environmental impact? Who benefits from its success? How transparent is its supply chain?
Brands like Youth to the People and Bybi have leaned into this with genuine commitment. Their PR communications consistently highlight their sustainability efforts—not in vague platitudes but in specific actions. Refillable packaging, carbon offsetting, ethical sourcing: these are not just footnotes but headlines.
Beauty PR done well integrates purpose into every communication. It doesn’t greenwash. It educates. It inspires. It tells the story of better beauty—not just better sales.
8. Events That Create Culture, Not Just Buzz
Events used to be red carpets and gift bags. In a post-pandemic world, beauty events must do more—they must build community and create culture.
Whether it’s a pop-up experience, an intimate influencer dinner, or a hybrid panel with both in-person and livestreamed access, beauty PR done well makes events feel valuable. Not just for the brand, but for the attendee.
Consider how Rare Beauty engages its audience. Selena Gomez’s brand regularly hosts mental health-focused events that double as product launches and community forums. Theresult? Deeper brand loyalty and genuine emotional connection.
In an industry often dismissed as superficial, beauty PR done well proves the opposite: that beauty can be a vehicle for storytelling, activism, joy, healing, and empowerment. It shows us that a lipstick isn’t just a lipstick—it can be a tool of self-expression, a statement of identity, a moment of comfort in a hard world.
But none of that happens by accident. Behind every meaningful beauty moment is a PRprofessional (or team) who understands that their job is not to manipulate, but to illuminate. Not to fabricate, but to translate a brand’s soul into stories that resonate, uplift, and endure.
In 2025, beauty PR done well is not just about the pitch. It’s about the purpose. It’s about listening as much as speaking. It’s about building something that lasts beyond the algorithm.
And when done right, it’s beautiful.
