Clean Beauty Marketing: Navigating Regulations and Consumer Expectations

Written by

Ilisa Wirgin

Ilisa oversees 5W's Beauty, Grooming and Wellness Division. She has extensive experience working with leading and established brands as well as indie innovators in industries including cosmetics, skin care, hair care & hair removal, fragrance, men's grooming, oral care, and supplements. Having partnered with many natural beauty and personal care brands, she has a strong understanding for the niche market. Ilisa has also executed media strategies for e-retailers, salons, spas, physicians, and pharmaceutical and aesthetic brands. Her exposure to both luxury brands and mass market products has allowed her to develop a wide range of expertise in the space. As a seasoned practitioner in brand publicity, she is responsible for implementing creative and customized programs designed to impact her clients' overall brand awareness and bottom line, including media relations, influencer and digital marketing, and social media activities. She also offers branding and product development counsel for many of her clients. Ilisa and her team also conceptualize media and consumer events, celebrity and influencer-driven initiatives, strategic partnerships and philanthropic initiatives, and secure appropriate partners for added value opportunities. She also maintains strong relationships with key national and regional editors and media, which have allowed her to secure top-tier features and profiles for her clients on a consistent basis. Under her leadership, the team has run award-winning campaigns for clients like jane iredale and Rowenta Beauty and her agency has been named a top beauty marketer by Beauty Store Business Magazine, noting that 5W PR "has made an undeniable mark on the beauty industry." Ilisa holds a Bachelor of Arts degree in Journalism from the University of Wisconsin, Madison. She is a proud mom and enjoys watching the world through her daughter's eyes and exploring Manhattan with her family.