Beauty PR: Everything You Need to Know

Worldwide, the beauty industry generates more than $100 billion in revenue, and is expected to surpass $120 billion by 2025.

Naturally, big industry players like L’Oréal (40.31 billion), Unilever (25.11 billion), Estée Lauder (16.4 billion) earn more on a global scale than smaller, lesser known, companies. 

However, there are over 4,100 cosmetics and beauty products manufacturing businesses in the US alone, so not every company will be able to reach such profit, especially with all the competition.

This is what makes beauty PR especially important. Stay with us to find out more about this fascinating topic.

What Is Beauty PR?

Public relations for beauty products is the process of promoting products across various channels, like social media, influencer marketing, ads, and so on.

Additionally, it is their responsibility to build and cultivate relationships with the media and its industry influencers and gurus.

These are just a few of the main tasks public relations experts have to tackle. There are a lot of other duties a PR in the beauty industry are:

  1. Coordinating PR campaigns.
  2. Writing press releases.
  3. Scheduling interviews for clients.
  4. Joining clients for interviews and events.
  5. Developing creative pitches for target media.
  6. Networking with PRs, and journalists to enhance relationships.
  7. Staying on top of trends, and the latest news.
  8. Placing products in outlets, and news stories.
  9. Understanding and contributing to media strategy documents.

How to Do PR in the Beauty Industry: 3 Simple Tips

  1. Constant Media Pitches
  2. Be Flexible and Responsive
  3. Create a Buzz, and Use Brand Ambassadors

1. Constant Media Pitches

If you are serious about promoting your client’s products and services, you must constantly send media pitches. Sending just one, and hoping for the best, is not an approach that will get you very far.

Instead, you need to promote your product to the media and provide interesting facts or information that they can use in their stories.

It is best to have a clear PR outreach plan, as it will greatly help you when sending out pitches to beauty and makeup journalists. However, before that, you need to decide what you want your products to be known for.

Then, focus on your media contacts. It is a golden rule that you should always nurture relationships with journalists – follow-up on conversations, and communicate, but do not always pitch ideas, and so on.

Of course, this will take time. Good relationships need to be cultivated. Especially ones with the media, but with the right approach, that much-needed publicity for your beauty brand can be obtained. Remember: consistency is key.

2. Be Flexible and Responsive

Flexibility and timeliness are important skills for a PR professional. You see, media coverage is usually given to the most newsworthy pitches at any moment possible.

So, you should always keep track of what is happening in the world right now, as you might have to compete with the big stories. 

For example, pitching sunscreen during COVID-19, when people were stuck at home might not have been the best idea, however, relaxing facial masks would have probably been a great hit.

Ultimately, if you want to do beauty PR right, you must always promote relevant products.

A smart approach is to take advantage of lesser-known, but fun and celebratory holidays like Hunt for Happiness Week, Bubble Bath Day, World Chocolate Day, or Hairstyle Appreciation Day.

3. Create a Buzz, and Use Brand Ambassadors

What better way to demonstrate how awesome you are than having people, who have used your products, state how much they liked them? Of course, it is not a shocking statement that the more buzz there is around your product, the better it is for your brand.

Still, turning your customers into brand ambassadors is also a great idea for small business owners, who cannot afford to hire a PR agency.

There is a reason why even big and well-known brands use this tactic. It just works. Given its organic nature, it is a great way to stand out in the overcrowded beauty market.

Keep in mind that these brand ambassadors, or brand advocates, do not need to be influencers or celebrities. 

It could be normal people that use your products, and like them, or you could also talk to hair stylists, makeup artists, and other industry professionals who have a great audience reach on social media. 

Send them a sample of your products. Chances are, if they love them, they will be willing to endorse you and tell their followers about your brand.

Since we’re on the topic of public relations for beauty products, we managed to successfully highlight the status of MicroPerfumes, an ecommerce platform that sells high-end fragrances, as the fastest growing digital beauty brand. 

So, if you are looking for a beauty PR agency, look no further than RLM PR.


Beauty PR is definitely no walk in the park, due to the competitive landscape of the beauty industry. Your job as a public relations professional is to help your clients achieve their goals.

While the future is looking bright for the industry, you still need to be consistent, creative, and flexible, if you want to stand out from the crowd.

No matter if they are an established business, or just starting out, you can accomplish great results. For that to happen, you have to be able to create a buzz around their products, build good relationships with media personnel, and manage to stay on top of trends, and be smart with your advertising approach.

Last but not least, don’t forget to regularly visit our blog for all the latest PR industry trends, helpful articles, and professional insights.

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