Key Takeaways from CADRE Clean Beauty NYC 2025: What Today’s Beauty Brands Need to Know 

Earlier this month, founders, investors, and beauty industry leaders came together in New York City for CADRE Clean Beauty NYC 2025. The event offered a dynamic blend of expert-led workshops, real-world brand insights, and targeted networking opportunities designed to help emerging beauty brands scale with purpose and impact. Below is a recap of standout insights from the 5WPR team in attendance, along with guidance for how brands can translate these lessons into long-term growth. 

Christina Rodriguez and Angie Castro-Patterson representing 5WPR at CADRE Clean Beauty NYC 2025.

Inclusive Beauty Is Smart Business 

One of the clearest messages from the event was that inclusive branding is no longer optional. As Asha Shivaji of SeeMe Index shared, brands must make multicultural marketing a foundational part of their business strategy. With the U.S. projected to become a minority-majority nation by 2040, today’s beauty consumers expect to see themselves represented authentically across campaigns, packaging, and digital channels. 

True inclusion also means considering people with disabilities, gender diversity, and intersectional identities. Forward-thinking brands like e.l.f. Cosmetics are already setting the standard with accessible packaging and inclusive campaigns that go beyond surface-level representation. 
 
What Retailers Want From Emerging Beauty Brands 

Annie Jackson, Co-Founder and CEO of Credo Beauty, gave founders a candid look into what retail buyers are really looking for. Yes, product performance matters, but what really drives retail decisions is a clear, compelling brand story. Retailers are looking for brands with a strong point of view, a distinct mission, and a loyal community that validates market demand. 

Founders who know their margins, understand sales goals, and can confidently articulate their value proposition stand out. Staying true to the brand’s DNA is critical, even when navigating different retail environments. That includes resisting fleeting trend cycles in favor of thoughtful, aligned product development. 

Annie Jackson, Co-Founder and CEO of Credo Beauty speaks on retail buyers and emerging beauty brands. 

Think Like a GM: Scale with Strategy 

During the “Think Like a GM” panel, executives from Estée Lauder, AAVRANI, and Augustinus Bader shared how founder-led brands can prepare for long-term growth. Strategic communications, consistent storytelling, and clear operational goals are all key components of success. 
 
PR efforts should evolve alongside the brand, supporting media, retail, and investor relations. While not every brand is ready for a full-time general manager, fractional leadership or trusted agency partners can provide the necessary structure. This is where integrated corporate communications becomes especially valuable, ensuring consistency across all channels and audiences. 
 
Distribution Decisions Start with Messaging 

A brand’s retail and distribution strategy should never be an afterthought. Panelists from MATTR, ESW Beauty, and Skin by Ella explained that how and where your product shows up in the world sends a powerful signal. From local boutiques to national chains, distribution choices shape brand perception. 

Storytelling must be aligned with the type of distribution. Digital media, packaging, and educational materials all need to reinforce the brand’s core message. As your footprint expands, smart beauty PR becomes even more essential to keeping that message clear and compelling. 
 
Amazon as a Brand-Building Channel 

Amazon’s Emerging Brands team joined The Outset to unpack the platform’s growing role in shaping modern beauty brands. No longer just a sales engine, Amazon is now a key part of brand storytelling and conversion strategy. 
 
To win on Amazon, brands must treat it like any other premium channel. That means investing in high-quality content, engaging visuals, branded storefronts, and strategic ad placement. Strong beauty digital marketing helps amplify visibility while keeping messaging aligned across platforms. 
 
Editors Still Matter: Modern Media Relations Tips 

Allure’s Dianna Mazzone Singh closed Day 1 with a practical session on what works (and what doesn’t) when pitching to editors. Her advice was to keep things simple. A punchy subject line, one standout product, and thoughtful gifting go a long way. 

Affiliate readiness is now a must, and while tools like AI can help brainstorm ideas, real editor interest still depends on relevance, originality, and human insight. That’s where high-impact Digital PR can make a difference, building buzz in a competitive space. With outlets like Allure shifting toward first-person, opinionated formats to stand out in the SEO race, there’s even more value in exclusive, story-driven pitching that puts editors at the center.  

Allure’s Dianna Mazzone Singh closing out CADRE Clean Beauty NYC Day 1.

Community Is the Future of Beauty Engagement 

The final session featured leaders from Topicals, Glossier, Shiseido, and United Talent Agency, who shared insights into building brand communities that last. Their advice was to move away from chasing virality and instead focus on authentic, consistent engagement. 

Whether rooted in skincare education, wellness advocacy, or cultural relevance, today’s strongest communities form around brands that have a clear mission. That’s why many of the fastest-growing brands are supported by specialized health and wellness PR that centers values and vision over short-term trends. The panel also emphasized that not all loyal customers are built to be advocates. Understanding those nuances helps brands tap into the right voices for the right moments. And as co-creation becomes more central to product development, brands that truly listen and integrate community feedback will deepen trust and relevance long-term. 

Leaders from Topicals, Glossier, Shiseido, and United Talent Agency share insights on the future of beauty engagement.

Final Thoughts: Use PR as a Growth Engine 

CADRE Clean Beauty NYC 2025 confirmed what we already know: scaling a beauty brand in today’s market requires more than great products. Founders must build with intention, invest in communications, and leverage PR as a strategic driver of growth. 

Whether your brand is launching in retail, expanding online, or scaling into wellness categories, 5WPR’s expert teams are ready to support your next stage of growth.