The PR Net Next Gen, 2023: Foundation

Beauty Agency of the Year

Since its inception, Foundation has been in the business of building beauty brands through PR, influencer, affiliate and digital marketing and creative services. With offices in New York and LA, the firm has grown their reach this year, from internal team promotions and hires to new client wins and buzzy partnerships. Their highly curated client roster spans color, skin, fragrance, hair and home, with an overarching theme: they are all leaders in their respective categories and are at the forefront of sustainability, clean formulation and inclusivity. The year’s milestones include the launch of Homecourt by Courteney Cox, positioning it not as another celeb beauty brand but as a homecare innovator dedicated to creating clean and sustainable beauty products for the home. Foundation also supported Wende Zomnir, former Urban Decay founder, on the launch of her new beauty brand, caliray – now known as a disruptor in the clean beauty space. Two clients were also acquired this year: cult-favorites Briogeo and Hero Cosmetics.


Kelly Fobar Davis, Co-Founder & CEO

Jenny Lin, Co-Founder

Agency founded:


Notable clients:

Nécessaire, Ellis Brooklyn, Briogeo, NatureLab. Tokyo, Hero Cosmetics, Kate McLeod, Homecourt by Courteney Cox, caliray, Briogeo, dpHUE, cocokind

New client wins:

Patrick Ta Beauty, Good Light Beauty, Oak Essentials by Jenni Kayne, Naturopathica

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