Experts in Beauty PR &
Grooming PR

Practice Area

Ranked PR Agency by O'Dwyer's

200+

High-stakes engagements yearly

Sub-Practice Area

5W Understands the Changing Face of Beauty PR

Beauty brands looking to shine in a crowded space, benefit from our digital-first programming and know-how including social media campaigns via TikTok, Instagram and YouTube, online media, influencer strategies and affiliate marketing campaigns. 5W Public Relations (5WPR) navigates this challenge by breaking the beauty PR mold and delivering campaigns that create personal and powerful connections with media consumers, retailers and influencers. We have extensive beauty PR experience and it shows in our work as a leading beauty pr firm.

Our Approach is a Beautiful Thing

As a Top 3 Beauty PR Agency in the country and winner of the PR News Agency Elite Award for Marketing to Women, we approach each assignment in the beauty industry with effective and fresh strategies that engage beauty consumers with the products, services and companies they need to know. From media relations, influencer marketing, social campaigns, events, retail integration and cause marketing, social media and guerilla marketing or brand partnerships, we are committed to creativity and innovation. The 5W team will help develop brand-specific programs to captivate your audience and get your message heard.

Our Team Helps You Stand Out in the Crowd

Staffed by a team of beauty insiders, beauty bloggers, beauty PR veterans and others well-connected and focused in the industry, 5W's beauty team has the specialization, extensive experience, media contacts and creativity that make for an outstanding marketing campaign. 5W's beauty division operates as a boutique agency within the group, and shines with extensive experience, deep relationships and category insights.

Considered to be the partner of choice for indie beauty brands to some of the best-known brands in this sector, the Beauty Public Relations team at 5W is known for bringing competitive results. Whether we are working to put a mature beauty brand back in the spotlight, launching an indie beauty brand into mass retail or introducing a top-selling international brand to the U.S. marketplace, 5W is dedicated to connecting brands to professional ambassadors and structuring beauty PR programs that will generate millions of media impressions, drive enormous buzz and create thought leadership opportunities and celebrity influence.

A Knockout Client List

Our client list includes leading established, legacy brands as well as entrepreneurial indie innovators, spanning across haircare, cosmetics, skincare, wellness, oral care, nails, fragrance, and aesthetics. We have supported franchises, e-retailers, spas and salons, and leading industry professionals, such as DevaCurl; Sugarbear; The Doux; L'Oréal Professional; Environ; Rapidlash; Curls; Uppercut Deluxe; Smoothskin; Lumenis; It's a 10; Indie Beauty Expo; Ethique; The Mane Choice; essence cosmetics.

5W is ranked the 3rd largest beauty PR agency by O'Dwyer's, a leading public relations industry publication, and we are a 2023 PRovoke SABRE Finalist in the Beauty & Fashion category for client work as one of America's leading pr firms.

Related research: See the Beauty vertical in 5W’s Creators & AI Visibility audit, including how AI engines cite dermatologist blogs, retailers, brand-owned education, and creator-led video.

My team at 5WPR is well beyond just an agency partner - they act as a true extension of our brand. They're always willing to go the extra mile and jump through whatever hoops necessary to make our business as successful as possible. 5W delivers a significant number of resources which is so appreciated by a small indie company such as Gussi! I hired this 5W beauty team at my previous company and brought them over with me when I joined Gussi. It's fair to say that I pretty much can't live without them!

Alison Romash, Brand President, Gussi

The exposure the 5WPR team has secured for essence Makeup has helped us evolve and grow our business in ways we never thought possible. From the very beginning, 5W has been committed to understanding our brand's unique voice and vision, and they have consistently demonstrated a deep understanding of our target audience. Their team is highly connected, creative, and results-driven and their dynamic approach to media and influencer programming has been instrumental to us achieving double-digit growth YOY, increased market share, record-breaking sales performance, and several viral social moments. The personal relationship we've developed with their team has nurtured a collaborative environment where they truly feel like an extension of our essence Makeup family. We are beyond thrilled with the awareness, engagement, and support 5W delivers, and are truly grateful to have them as an invaluable partner in our journey.

Jill Krakowski, Chief Marketing Officer of cosnova Inc.

It has been an absolute pleasure working with the 5WPR team. They are so passionate about our brand, and you can see it in the way they build their plans and manage our business. They always deliver above and beyond my team & I's expectations – I wish all agencies delivered this type of service! They are super collaborative, creative, organized, and reliable. The 5W team aims to deliver on our goals and are always ready to help us problem solve…a true extension of our team.

Anncy Rowe, Global CMO of StriVectin

What clients say

“From strategy to implementation, forward thinking marketing skills, to utilizing PR to grow our business, 5W has helped us to grow into one of the largest big data companies in the world. This PR firm is smart, focused and a business partner for us.”

David Steinberg, CEO, Zeta Global

“Our partnership with 5WPR over the past seven years and combined focus on Sparkling ICE has helped Talking Rain become one of the fastest growing beverage companies in the U.S. The talented, passionate, hard-working 5W PR team has exceeded our expectations.”

Nina Morrison, Vice President, Talking Rain Beverage Co. (Makers of Sparkling ICE)

Clients