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, online media, and influencer strategies. 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 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 structuring beauty PR programs that will generate millions of media impressions, drive enormous buzz and create celebrity influence.


Our client list includes leading established, legacy brands as well as entrepreneurial indie innovators such as L'Oréal Professional; Jane iredale; Arbonne; 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 one of the leading beauty PR agencies, both as a beauty NY-based PR firm and nationally.

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

Jane iredale

jane iredale is a comprehensive, environmentally friendly line of mineral makeup recommended by skin care professionals, plastic...

Case Study
Case Study
Case Study
Case Study

Indie Beauty Expo

Indie Beauty Expo (IBE) is the largest professionally-curated exposition of independent beauty,...

It's a 10!

It's a 10 Haircare is the go-to haircare brand for salon professionals and clients across the world...

Case Study
Case Study
Agency of the year
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