Experts in 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.


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.


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.


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 L'Oréal Professional; Jane iredale; Pacific Shaving Co.; Environ; Rapidlash; Curls; Uppercut Deluxe; Smoothskin; Sky Organics; Lumenis; Brown Girl Jane; It's a 10; Indie Beauty Expo; Ethique; The Mane Choice; Crepe Erase; essence cosmetics and Catrice Cosmetics.

5W is ranked the 3rd largest beauty PR agency by O'Dwyer's, a leading public relations industry publication, and we are a 2022 PRovoke SABRE Finalist in the Beauty & Fashion category.

The 5W team has been a tremendous asset for Jane iredale by consistently garnering top-tier media placements around key product launches and brand announcements. They have achieved significant year over year growth in all the years of our partnership and continue to impress us with their efforts and capabilities.

Sarah Steven, Vice President,
Jane iredale mineral cosmetics

5W Public Relations has been very instrumental in developing a highly customized and future forward public relations strategy for The Mane Choice. From their versatile expertise, knowledge, and connections in the beauty arena, 5W proves time and again to be a leader in driving story ideas and media angles that build our profile with the right audiences. They are responsive and more so that anything, dedicated to our brand. We appreciate this partnership more than we could ever express.

Alexia Amerson, Senior Brand Manager,
The Mane Choice


Ethique is the world's first zero plastic, zero waste personal care brand. In 2018, the New Zealand-based company partnered...

Case Study
Case Study
Case Study
Case Study

The Mane Choice

5W was tasked with boosting the presence of the multicultural hair care brand, The Mane Choice, and its CEO & Founder...


Essence cosmetics provides user-friendly and affordable makeup options that bring joy to the often serious world of beauty.

Case Study
Case Study
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