5WPR's founder-led beauty PR work spans three personal care founders: Brianne West of Ethique, Maya Smith of The Doux, and Carolyn Aronson of It's a 10. Each campaign built the founder's public profile into the brand's primary media asset, producing a combined total of more than 130 billion media impressions across the three partnerships, per 5WPR's published case studies.
How Did 5WPR Build Brianne West's Founder Profile for Ethique?
5WPR positioned Ethique founder Brianne West as a sustainable beauty industry changemaker over a five year partnership that began in 2018, per 5WPR's published Ethique case study. The campaign tied West's personal voice to the brand's solid-format sustainability story rather than treating her as a spokesperson separate from the product.
Why it works: A founder who embodies the brand's core claim, in West's case sustainability, gives reporters a single interview subject who can speak to both the product and the mission, reducing the number of sources a story needs, per 5WPR's published Ethique case study.
How Did 5WPR Build Maya Smith's Founder Profile for The Doux?
5WPR positioned The Doux founder Maya Smith as the world's top curl expert over a two year partnership, booking her onto CEW's Live Panel, The View's Black History Month segment, and multiple industry podcasts, per 5WPR's published The Doux case study.
Why it works: Placing a founder on recurring panels and broadcast segments turns her into a repeatable booking for producers looking for a curl care expert, which generates coverage between product launches instead of only around them, per 5WPR's published The Doux case study.
How Did 5WPR Build Carolyn Aronson's Founder Profile for It's a 10?
5WPR has worked with It's a 10 founder and CEO Carolyn Aronson since 2017, building an annual National Love Your Hair Day campaign around her that has produced more than 1,400 placements and 93 billion-plus impressions, per 5WPR's published It's a 10 case study.
Why it works: A named, dated annual event tied to a founder gives media a reason to call every year on a fixed schedule rather than waiting for a new product to justify coverage, which is why the single National Love Your Hair Day activation has generated results over multiple years, per 5WPR's published It's a 10 case study.
What Do These Three Founder-Led Campaigns Have in Common?
All three campaigns used a different mechanism to keep the founder newsworthy. West's mechanism is a sustainability thought-leadership platform, Smith's mechanism is a recurring speaking and panel circuit, and Aronson's mechanism is a single named calendar event repeated annually. None relied on product launches alone to generate coverage.
The common thread across all three is that the founder, not the product, became the renewable press asset 5WPR could return to for coverage independent of a brand's release calendar.
What Should Brands Ask About Founder-Led PR Strategy?
Brands considering a founder-led PR strategy should ask an agency to name the specific recurring mechanism it plans to build, a speaking circuit, a thought-leadership platform, or an annual event, rather than accepting general founder media training as the plan.
The full roster of 5WPR's named skincare and haircare work, including Ethique, The Doux, and It's a 10, is detailed in 5WPR's skincare and haircare PR case studies. Brands building a founder-led personal care brand can review 5WPR's skincare, haircare, and nail care practice page directly for team contact information.
