TECH
With Traditional PR Tough, What Awareness Strategies Are Indie Beauty Brands Pursuing?
The idea for the latest edition of our ongoing series posing questions relevant to indie beauty comes from Margarita Arriagada, founder of the luxury beauty brand Valdé and former chief merchant at Sephora. As she's gone about trying to raise awareness for her business through traditional media, she says she's discovered
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Rachel Brown·March 11, 2023·1 min read
The 30-second read
The idea for the latest edition of our ongoing series posing questions relevant to indie beauty comes from Margarita Arriagada, founder of the luxury beauty brand Valdé and former chief merchant at Sephora. As she’s gone about trying to raise awareness for her business through traditional media, she says she’s discovered that “articles are primarily based on current trends to draw affiliate traffic.”
Frustrated by the pay-to-play environment, Arriagada wonders, “Shall we be shifting our investment? What is working on getting press beyond TikTok trends, new launches and/or influencers being flown to Dubai?” And she asserts, “It needs to be talked about because many of us are at a loss on what the future holds in this space.”
To get beauty brands talking, we asked 16 of them the following question outlined by Arriagada: In light of beauty media being largely a pay-to-play environment, have you shifted your PR budget and/or strategies?
The players
3 mentionedBrand
AS Beauty
Founded2019
HQNew York, New York, United States
Revenue Range$150M+
Retailer
Sephora
Founded1969
HQSan Francisco · Paris
OwnershipLVMH (public)
TypeSpecialty Retail
FormatOmni Channel
Doors~600 US · 2,700+ global
Brands Carried300+
ModelWholesale + Own Brand
Price Points
RxMassMasstigePrestigeLuxuryUltra Luxury
Categories
Skincare
Makeup
Fragrance
Hair
Bath & Body
Top 3 Geographies🇺🇸 🇫🇷 🇨🇦
Community
22.4M 6.8M 2.1M
Recognition
NRF Top 100 Retailers
Investor
T Investment
Founded2021
