The 5W Beauty PR, Health & Wellness team was on the ground at Cosmoprof North America Miami, exploring the latest innovations and emerging trends shaping the beauty industry in 2025. Our experience combined firsthand observations from the show floor with insights from the CosmoTrends Report, presented in collaboration with BEAUTYSTREAMS, which provided a curated look at the most forward-thinking beauty concepts debuting at the event. 

Attending the CosmoTrends panel and engaging with beauty brands in real-time allowed us to see these trends not only as industry projections but also as tangible shifts gaining momentum across product categories. From high-tech beauty tools to ingredient-driven formulations and sensorial experiences, here’s what stood out this year: 

In beauty PR, events are most impactful when they offer exclusive experiences or insights that can’t be delivered via email. Whether it’s a product launch, company announcement, or relationship-building opportunity, events should create lasting impressions and add meaningful value. By aligning your event with a clear purpose, you can strengthen your brand’s presence and resonate with your audience.

Each event type offers unique benefits, allowing brands to connect with their audience in meaningful and memorable ways.

Email marketing remains a potent tool for SaaS businesses to nurture leads, convert trials, and foster customer engagement. By implementing strategic email campaigns, companies can cultivate strong relationships with an audience and drive significant business growth.

Email marketing offers several key benefits for SaaS businesses. Email allows companies to nurture leads throughout the sales funnel, providing them with valuable content and information. Effective email campaigns can encourage trial users to become paying customers by highlighting the product’s benefits and addressing their concerns. 

5WPR’s Senior Vice President & General Manager of 5WPR Miami, Carolina Gartenberg, had the opportunity to attend the Miami Tech and Innovation conference hosted by Calcalist earlier this month. The one-day event brought together thought leaders, entrepreneurs, and investors to discuss the burgeoning tech scene in Miami and the groundbreaking innovations emerging from Israel—a nation navigating the complexities of a still-active conflict.

One standout remark from the event was by Bruce Taragin, Managing Director at Blumberg Capital, who succinctly summed up the case for investing in Israeli tech: “Brains, Brains, Brains.” His sentiment was evident throughout the conference, which showcased technologies like autonomous tractors from BlueWhite, transforming the AgTech industry, and innovative real estate solutions capitalizing on Miami’s rapid growth.

As K-beauty continues its rise in popularity worldwide, more Korean beauty brands are expanding into the U.S., aiming to reach beauty enthusiasts and gain traction in a competitive market. However, a successful launch requires more than just exceptional products—it demands a strategic PR approach that captures audience attention and builds sustained loyalty. Partnering with a PR agency like 5WPR can be pivotal for K-beauty brands looking to stand out. Here’s why a PR strategy matters and how it can help brands flourish stateside. 

Breaking Through a Saturated Skincare Market 
With countless skincare and beauty products on U.S. shelves, capturing consumer attention is challenging. 5W’s beauty & wellness team elevates brand awareness for K-beauty brands through tailored media relations, influencer programs, brand ambassador procurement, celebrity partnerships, and experiential activations. This multi-pronged approach creates buzz and ensures K-beauty products reach potential customers across multiple touchpoints. As reported in Business of Fashion, K-beauty is no longer seen as a fleeting trend but a full-fledged product category, making strategic marketing essential. 

5WPR recently sat down with celebrity esthetician and founder of JTAV Clinical Skincare, Joie Tavernise, for a candid conversation on the PR and beauty industry. You can read the full interview here.

From her expert insights, we’ve pulled together five actionable insights for brands to consider implementing in their beauty marketing plans.

As a leading Beauty PR agency, 5WPR has been tapping into our network of industry leaders—celebrity makeup artists, influencers, and more—to bring you exclusive insights. Each edition features candid conversations, expert advice, and behind-the-scenes perspectives. Our latest installment features celebrity esthetician and founder of JTAV Clinical Skincare, Joie Tavernise. Enjoy!

5WPR: Our team is excited to hear your unique industry insights and expertise. As a celebrity esthetician, where are you finding news about new products and brands? What factors really push you to try them? 

Steph Hadas, 5WPR’s Vice President, Technology, recently had the opportunity to participate in Street Fight Live in Chicago. Here, she shares an inside look at her experience and key takeaways from the event:

As Vice President of Technology at 5WPR, I recently had the opportunity to attend Street Fight Live in Chicago, a conference dedicated to marketing strategies for MULO (multi-location) businesses. Held at Meta HQ, I was honored to give a solo presentation on the future of PR and to moderate a panel on UGC and influencer marketing. It was a privilege to join distinguished speakers from the entertainment, food/beverage, and retail sectors, engaging with top marketers on trends from the rise of convenience stores and social media evolution to restaurant industry shifts, nostalgia-driven branding, and AI’s role in marketing. The event made it clear: the MULO industry holds immense opportunities, with evolving consumer preferences and tech-savvy approaches redefining the space.