Like any other industry, the beauty sector has evolved at a rapid rate over the years and is now valued at approximately $650 billion. As the industry has grown, PR strategies have also transformed, adapting to new trends and challenges.
To explore the evolution of beauty PR, we had a chat with Anna Stark and Tahira Matthews, Co-Founders and Directors of STARK MATTHEWS, who recently celebrated their agency’s 10-year anniversary. Our conversation touched on the shift into digital-first landscape, the involvement of celebrities and influencers, and common misconceptions.
Having been specialists in the beauty PR scene for more than 10 years, how has the industry evolved and what's one thing you don't miss that's been phased out?
When we first started our agency, from a client perspective, it was all about traditional media. While we'd encourage our clients to think digital and social media first, they'd often consider traditional media like print magazines, newspapers, and TV as the ultimate gold standard. Now, it's not just digital and social, engaging and authentic lo-fi brand-owned content is integral to shaping consumer conversations and driving brand love.
From a beauty industry perspective, there are just so many more beauty brands entering the market, and it's never been more saturated. To survive what we call the "Beauty Hunger Games", brands need more than just great products - they need to create an emotional connection with consumers in a way that feels personal and memorable. This need to create two-way connections has driven the rise of consumer activations, taking the brand personality from the screen to the streets, and now playing a key role in overarching PR strategies for many of our clients.
The thing we don't miss? Clients wanting year-long PR strategies. They'd sign off on our big, long strategy at the beginning of the year, and then we just implement the plans throughout the year. Boring! Clients now allow us to be so much more dynamic and responsive to shifting consumer trends and perceptions, resulting in much more impact and a greater ROI.
In today's digital-first landscape, how important are traditional media and physical brand activations in the world of beauty PR?
Brand activations are now more important than ever. When we started our agency 10 years ago, consumer activations were called "experiential" and were few and far between. Now, they play a crucial role.
In an increasingly digital world, people crave real, tangible experiences more than ever. With the sheer volume of beauty brands in the market, creating a real-world, sensory experience is one of the most powerful ways to form an emotional connection with consumers. Whether it's a beautifully curated event, a hands-on masterclass, or a strategic sampling campaign, in-person moments cut through digital noise and leave a lasting impression.
So, for the past few years, in addition to the media and influencer events, we now create so many consumer-driven immersive events, sampling campaigns, and interactive pop-ups. They create moments that spark conversation, build brand love, and turn consumers into true advocates.
While social media and digital content have changed the way consumers discover and engage with brands, traditional media still holds weight, particularly in building credibility and trust. A strong feature in a leading magazine or newspaper can carry a level of authority that’s hard to replicate online.
So, while strategies have absolutely evolved to be more digitally integrated, the most effective beauty PR today is a blend of both - leveraging traditional media for credibility, digital for reach, and physical activations for real-world impact. It's not about choosing one over the other, but about finding the right mix to create meaningful brand engagement.
With consumers demanding more authenticity in PR, do you find that micro and nano influencers offer better engagement and trust compared to celebrity endorsements? Or does star power still hold weight in beauty PR?
Authenticity is everything in PR, and micro and nano influencers have become incredibly powerful in driving engagement and trust. Their audiences tend to be more niche, loyal, and highly engaged, which makes their recommendations feel personal and credible - like hearing from a friend. Consumers are savvy, and they can spot when something feels overly polished or inauthentic, which is why smaller creators often resonate so well.
That said, star power still holds weight - it just depends on how it's used. A big-name influencer or celebrity endorsement alone isn't enough any more; it has to feel organic and aligned with the brand’s values. The most successful beauty partnerships today are the ones with a genuine connection, whether that's someone who has a long-standing love for a product or someone who plays an active role in a brand's storytelling.
Ultimately, it's not about one replacing the other - it's about balance. Micro and nano influencers offer deep engagement and trust, while macro influencers and celebrities can deliver broad awareness and cultural relevance. The real magic happens when a brand leverages both strategically to create impact across different audience touchpoints.
Since influencers and celebrities play a key role in beauty PR nowadays, there's always a risk of controversy. How do you navigate potential backlash when an influencer or ambassador comes under fire, and what steps should brands take to protect themselves from reputational damage?
We always start with our due diligence. We take a strategic, thoughtful approach long before partnering with any influencer or celebrity to ensure there's strong alignment between the influencer’s values and the brand's values from the very beginning. We make it a priority to carefully vet each potential partner - not just looking at their audience size, but understanding their personal values, past behaviour, and how they engage with their followers.
We then set clear expectations from the start, both in terms of the work itself and how the influencer conducts themselves publicly. Contracts include ethical guidelines, and we make sure both sides are on the same page when it comes to public statements or behaviour.
Another key piece of this is monitoring the influencer's activity and overall reputation continuously. That way, if anything does shift or seems off, we can take quick action - whether it's having a conversation with the influencer or adjusting (or worst case, terminating) the partnership early on.
What's a common misconception about working in beauty PR, and what’s the reality that people don’t often see?
Haha - easy - that it's all about glamorous events, mingling with celebs, red carpets, and fancy product launches. And while those moments are fun and exciting, the reality is that most of our work happens behind the scenes.
We always have this conversation with newcomers to the industry. It's a lot of strategy, relationship-building, and constant problem-solving. What people don't always see is the amount of groundwork that goes into making those high-profile moments possible. There's a LOT of attention to detail and behind-the-scenes coordination.
The industry can be fast-paced and ever-changing, which means we're always thinking ahead - anticipating trends, managing crisis situations, and working closely with brands to shape their narratives in a way that feels authentic.
It's a balance of creativity and strategy that takes a lot of dedication and hard work.
