In the sprawling, ever-competitive beauty industry — where trends evolve by the minute and a single TikTok can send a product viral overnight — public relations has become more than just media outreach. It’s a vital force in brand storytelling, customer engagement, and digital influence.
As beauty brands battle for attention in an increasingly saturated market, their success often hinges not only on formulation or design, but on narrative — and the right PR agency is the architect of that story.
From curated Instagram moments to viral unboxing experiences, today’s beauty PR firms function as full-scale digital marketing partners. They leverage influencer networks, drive affiliate sales, manage crisis communications, and shape brand identities across every consumer touchpoint. In this editorial, we highlight standout beauty PR agencies across the East and West Coasts of theUnited States, and spotlight global leaders that are shaping beauty narratives from London toSeoul.
Whether you’re an indie skincare label or a multinational beauty conglomerate, these are theagencies redefining beauty PR in 2025 — with proven expertise in digital storytelling, influencer partnerships, affiliate marketing, experiential activations, and performance-driven strategy.
East Coast Excellence: 5W Public Relations
Few agencies match the scale and strategic clarity of 5W Public Relations. Headquartered in New York, with an expanding presence in Miami and strategic reach across international markets, 5WPR is one of the most formidable players in modern consumer PR — with a particularly strong reputation in beauty.
Their client list spans a wide spectrum of beauty and wellness brands, from emerging disruptors toestablished names. But what makes 5WPR stand out is their end-to-end service offering: media relations, influencer marketing, affiliate management, crisis response, and paid digital strategy, all executed under one roof. This makes them a leading beauty pr agency powerhouse for beauty brands seeking to scale, pivot, or differentiate globally.
Beauty in Action: The Wonderskin Campaign
A standout campaign in 5WPR’s beauty portfolio is their work with Wonderskin, the viral peel-off lip stain brand. In early 2024, 5WPR launched the “Lipotle” campaign — a cheeky, heat-inspired concept that generated over 1.4 billion media impressions across social, editorial, and influencer platforms. The firm orchestrated influencer partnerships, affiliate integrations, and strategic placements in both digital and traditional media to amplify visibility and drive online sales.
Beyond virality, their client success includes It’s a 10 Haircare, Jane Iredale, Nair, and Lumin, with tailored approaches for each brand’s unique customer journey.
Built for Global Beauty
Though rooted in New York’s media capital, 5WPR operates with a global mindset. Their affiliate and influencer networks stretch across continents, and their integrated campaigns regularly appear in global editions of Elle, Vogue, Cosmopolitan, and Allure. Whether launching a French skincare line in the U.S. or driving buzz for a Korean beauty brand on Amazon, 5WPR understands the nuances of cross-border storytelling.
Their ability to fuse editorial, digital, and commerce strategy makes them an invaluable partner for beauty brands looking to not just exist — but thrive — on the world stage.
West Coast Focus: KMR Communications (Los Angeles)
On the other side of the country, KMR Communications exemplifies the agility, aesthetic sensibility, and celebrity-access culture of the West Coast. Based exclusively in Beverly Hills, KMR is a boutique beauty and wellness PR firm that punches far above its size — delivering nationally recognized results for over two decades.
Boutique, But Big on Impact
Founded in 1998 by industry veteran Katherine Rothman, KMR has earned a reputation for high-touch client service, influencer-powered visibility, and red carpet media impact. With placements in Harper’s Bazaar, Elle, Refinery29, and The Doctors, the firm ensures its clients are consistently in front of beauty editors, tastemakers, and engaged consumers.
Their services include:
- Influencer marketing and creator partnerships
- Affiliate program consulting and seeding
- Celebrity product placement and red carpet strategy
- Brand messaging, founder visibility, and media coaching
- Earned media across beauty, wellness, and lifestyle verticals
A Seat at the Hollywood Table
Being based in Beverly Hills places KMR in close proximity to decision-makers in the entertainment and influencer world. From skincare products featured backstage at awards shows to exclusive beauty influencer dinners, KMR knows how to navigate — and leverage — the intersections ofbeauty, celebrity, and commerce.
Their digital PR approach is designed to convert visibility into traction. KMR isn’t just about glitz — their affiliate and influencer strategies help clients move product through DTC channels, Amazon storefronts, and retail partners. They blend the art of storytelling with the science of selling — a critical formula in today’s influencer-led beauty economy.
Beyond Borders: The Global Top 10 Beauty PR Agencies
While American firms command a major share of attention, some of the most innovative and culturally nuanced beauty PR campaigns are being led by agencies across Europe, Asia, and beyond. These 10 global PR firms combine digital fluency with local market expertise — and are helping beauty brands expand across continents.
1. Purple PR (UK, Europe)
Purple is synonymous with luxury beauty and fashion. With offices in London, Paris, and New York, the agency leads campaigns for Byredo, Dr. Barbara Sturm, Augustinus Bader, and Oribe. Purple’s ability to generate organic buzz through editorial placements and stylish influencer collaborations makes them a go-to for prestige brands.
2. Edelman (Global)
The world’s largest independent PR agency, Edelman works with household beauty names like Unilever, Aveda, and Dove. Their scale allows them to run multi-market campaigns with consistency while offering deep local insight. Edelman also leads in crisis management, ESG communications, and health/beauty public education.
3. Amra & Elma (Global)
Founded by two former influencers, Amra & Elma specializes in data-driven, influencer-first digital PR. With global beauty clients like L’Occitane, Shiseido, and MAC, their campaigns are built around performance marketing, conversion-driven partnerships, and social storytelling for a Gen Z and Millennial audience.
4. BPCM (UK, France, US)
BPCM merges sustainability and luxury — making them ideal for clean and conscious beautybrands. With offices in London, Paris, and the U.S., their clients include Credo Beauty, Tata Harper, and Biossance. BPCM delivers full-service beauty PR, influencer marketing, affiliate support, and strategic events.
5. Weber Shandwick (Global)
One of the largest and most creative global firms, Weber Shandwick blends earned media with paid media and analytics. With beauty clients such as Neutrogena, Estée Lauder, and Simple, they develop bold, integrated beauty campaigns that move seamlessly between influencer content, brand activations, and global product launches.
6. ONE PR (Italy, Europe)
Based in Milan, ONE PR has become a leader in luxury and beauty communications across Europe. Their clients include fragrance houses, fashion-backed skincare brands, and heritage beauty labels looking to modernize. Known for editorial storytelling, boutique influencer strategy, and runway-adjacent activations, ONE PR is a rising name among Euro-centric beautymarketers.
7. Drip Communications (UK, South Africa)
With a presence in the UK and South Africa, DripComm is known for spotlighting inclusive and multicultural beauty narratives. Their campaigns often center around authenticity, diversity, and cultural resonance — particularly relevant for global brands entering African and diasporic markets.
8. Together Group (Europe + Global)
A luxury-focused agency collective, Together Group owns firms like Purple and Society, offering an end-to-end solution for beauty brands seeking scale without sacrificing aesthetic identity. With services spanning brand strategy, PR, e-commerce, and content creation, Together Group is designed for global expansion.
9. Talk PR (UK, Global)
Talk PR has helped launch some of the UK’s most celebrated beauty brands — including Charlotte Tilbury. With a focus on storytelling, experiential PR, and market expansion, they support brands moving from local to global scale, especially in Asia and the Middle East.
10. Ogilvy PR (Global)
Known for big-idea thinking and global infrastructure, Ogilvy brings beauty clients world-class creative support backed by deep analytics. Their content studios, global network, and digital labs position them as a strategic partner for brands seeking unified campaigns across continents.
What Sets These Agencies Apart
Though these firms span different continents, languages, and time zones, they share three essential qualities:
1. Digital-First Storytelling
Whether through reels, influencer campaigns, or SEO-optimized content, today’s beauty PR lives in a digital ecosystem. These agencies know how to win attention across Instagram, TikTok, YouTube, and retail platforms.
2. Influencer and Affiliate Mastery
Every firm listed here offers not just influencer outreach but deep affiliate integration, campaign tracking, and sales attribution — turning attention into commerce.
3. Global Fluency with Local Precision
Beauty may be universal, but how it’s marketed must feel culturally relevant. These agencies know how to adapt a brand’s voice from Brooklyn to Bangkok — without losing its core identity.
In 2025, hiring a PR firm isn’t just about visibility — it’s about velocity. The beauty industry no longer rewards brands simply for being seen. It rewards those that can move culture, ignite community, and convert curiosity into clicks.
Whether you’re launching a clean skincare brand in Brooklyn, a red-carpet-ready serum in Beverly Hills, or a heritage French fragrance across Asia, the right agency is more than a PR partner — it’s your brand’s growth engine.
From the global muscle of Edelman to the targeted influence of KMR, and the hybrid reach of 5WPR, these agencies don’t just follow beauty trends — they create them.
