Celebrity partnerships can be powerful brand amplifiers, but how do you measure their true impact? Beyond the buzz, real ROI comes down to strategic alignment, audience engagement, and long-term value. Experts break down the key factors that turn celebrity collaborations into measurable success—no matter the brand or partnership.
Photo: A Weekend in London with David Duchovny Highlights Thom Sweeney's Latest Collection, courtesy Violetta Group
Alice Braccini, CEO & Founder, Violetta Group
“The gravitas of celebrity is a crucial element in a brand's strategy. A starting point is to identify the objectives of the endorsement, such as reaching a specific audience or maximizing exposure at a key moment, as well as the available budget. I believe in long-term partnerships over one-off, transactional endorsements, which can lack authenticity and fail to resonate, not to mention being costly. The ideal scenario is when a partnership grows organically over time, with the talent and brand building a genuine relationship as it just feels right. This collaboration should span various milestones in the brand’s journey and be communicated through multiple channels for maximum impact.
“To measure success, track metrics like social media traffic, new followers, press coverage, PR value, word-of-mouth and, of course, sales spikes! Getting the timing right can also generate further amplification, whether the talent is about to have a very important year with newsworthy projects or if culturally relevant across markets.”
Jenine Leigh-Pollard, Managing Partner, The A List
“Celebrity partnerships are no longer just about brand exposure, but about the ability to showcase integrity with meaningful messaging while connecting to customers authentically. The key to success lies in understanding how these collaborations can entertain while amplifying brand messages, drive customer engagement, and ultimately, deliver measurable ROI.”
Jesse Parker Stowell, Founder, Parker|Phoenix Public Relations
"Celebrity partnerships in brand marketing initiatives can help cut through the clutter of a crowded media landscape, especially with lifestyle press that knows a celebrity name earns clicks. Brands will often garner increased media impressions, due to a celebrity's involvement, and social media reach can be catapulted exponentially, depending on the celebrity's following. The most important thing to consider when collaborating with a celebrity is if there are shared values between the individual and the brand. While their followings don't need to completely overlap, for a partnership to be perceived as organic, their personality, tone and interests must mesh well. The more involved the celebrity is, from product development and design to messaging and strategy, the stronger the partnership and the better received."
Sam Fukushima, Managing Director, Influencer & Celebrity Relations, BPCM
“The measurement of ROI for celebrity partnerships varies significantly based on brand objectives and the unique strengths of the celebrity. However, these partnerships are particularly powerful in driving mass awareness both nationally and globally, sparking industry conversations, and securing high-value media coverage—which can be incredibly difficult to achieve with influencer-level talent. Key data points for evaluating ROI today include awareness and engagement with new demographics (new audience recruitment), brand sentiment shifts, direct sales impact and long-term brand equity growth. A consistent celebrity engagement strategy can also shift brand perception.
“For luxury brands—many of which BPCM represents—it’s important to collaborate with talent who have a genuine affinity for the brand or product. This can often be validated and tested through earned or one-off programming prior to establishing a long-term formal partnership. When a celebrity has a real connection to the brand, it fosters a more collaborative and mutually beneficial relationship, leading to stronger credibility with their audience and a higher ROI for our brand partners.”
Taylor Meckley, Founder, TMpr
“Brands measure ROI through a mix of qualitative and quantitative metrics. Engagement rates, conversion tracking, and direct sales impact are key, but sentiment analysis and brand perception shifts are just as crucial. A strong partnership doesn’t just drive immediate sales—it builds long-term brand equity, which can be assessed through increased social media following, brand mentions, and sustained consumer interest.
“The most successful collaborations are rooted in authenticity. Brands should consider alignment in values, audience overlap, and the celebrity’s engagement quality over sheer follower count. A micro-celebrity with a deeply loyal audience can sometimes drive more meaningful results than a global superstar with lower engagement.
“Pas Une Marque’s Fall 2024 campaign featuring Paris Brosnan exemplifies a strategic and authentic celebrity partnership. Paris, son of actor Pierce Brosnan, embodies the brand’s ethos of defiance and resilience, making him an ideal collaborator for the “Seams of Dissent” collection. The campaign garnered significant media attention, with features in publications like WWD, Hypebeast and Fashion Network. This collaboration not only elevated the brand’s profile but also resonated deeply with its target audience, showcasing the impact of well-aligned celebrity partnerships.”
Morgan Hildebrand, Founder & CEO, Hollywood Media House
“Celebrity partnerships are basically modern-day storytelling, and when they’re done right, they don’t just sell a product, they actually have the ability to shift culture.
“Measuring ROI isn’t only about counting likes anymore. It’s about whether people are actually talking, sharing, and, most importantly, buying. Sure, promo codes and affiliate links track sales, but the real gold is in how a brand’s perception changes. Sentiment analysis, earned media value—these are the things that tell you if a partnership is just a moment or if it’s the moment. George Clooney made Nespresso part of his identity. Rihanna didn’t just sell makeup—she built an empire that forced the beauty industry to change. That’s the difference.
“And picking the right celebrity? It’s not about who’s hot right now—it’s about who makes sense. If the partnership feels forced, people know. The best ones tell a story: Rihanna and Fenty wasn’t just about selling foundation but about rewriting beauty standards. Selena Gomez’s Rare Beauty is as much about mental health as it is makeup. When the brand and the celebrity actually align, it works. When they don’t, it flops. And of course, brands have to be careful—because one PR disaster can turn a million-dollar campaign into an expensive mistake.
“My most favorite example is: Hailey Bieber and Rhode Skin. Unlike many celebrities, Hailey is not just slapping her name on a product—Rhode is her. It’s her aesthetic, her skincare philosophy, and because of that, it sells out every time. The same goes for Cristiano Ronaldo and Nike, Skims and Kim Kardashian, Lemme and Kourtney Kardashian, etc.—these partnerships work because they feel inevitable. Like, of course they’d be together.
“At the end of the day, the best partnerships are relationships, not just business deals. And the ones that last? They’re the ones that feel real.”
Taylar Barrington-Booker, Founder, Agency Cliquish
“Keke Palmer’s partnership with Creme of Nature is a masterclass in authentic celebrity alignment. She’s proof that celebrity endorsements don’t have to feel forced or overdone—when the connection is real, the impact is undeniable. I’ve enjoyed watching Keke navigate her natural hair journey, embracing and discovering the beauty of her texture while openly sharing the highs and lows of that process. Her evolution—from experimenting with different styles to fully embracing the versatility of her natural hair—mirrors the experience of so many women. That’s what makes her partnership with Creme of Nature, especially as their Chief Brand Officer, so powerful. It’s not just about selling products; it’s about storytelling, representation, and showing that natural hair care is a journey worth celebrating.”
Jaclyn Reilly and Kirsti Yess, Co-Founders, Ethos Group
"Brand partnerships thrive and are a win for all parties when they’re rooted in authenticity, with talent who not only align with the brand’s mission but also inspire and engage its consumers. Our client WNBA All-Star Angel Reese’s long term brand partnership with Reebok was a game-changer for both Angel and the brand. She became Reebok’s first ever major NIL signing in college, and since then allowed the brand to extend the partnership into her WNBA career, connect with young athletes and fans and tap into the growing influence of women’s basketball. The brand has created a truly bespoke partnership and given Angel a platform beyond the court, aligning her with a legacy brand while allowing her to shape its future and inspire the next generation of athletes."
Jen Szpigiel, Founder, Becoming Iconic & Iconic Magazine
“It’s not just about how many people (quantity) you have reached through the visibility and influence of celebrities. It’s the quality of the growth. We know this through social media evidence. It’s not the amount of followers you have that creates success. Many have small audiences with massive success.
“Values, morals and generosity are the most important attributes to partnerships no matter who it is. Having the wrong person align with your brand or company can be extremely detrimental or disappointing. The right person who shares the ethos of your organization, who is generous in their promotion and sincerity is something that can pay off for a very long time. As the editor-in-chief and publisher of Iconic Magazine, we have organically built 100% of our impressions and reach through partnering with incredibly talented and generous leaders who lock arms and share abundantly alongside us. It has never been about building this dream alone. It has been the relationships built and loyalty to the brand that has created such a strong presence.”
To stay ahead in beauty marketing, brands must meet consumers where they are—adapting to shifting preferences and emerging platforms. We surveyed a broad spectrum of industry experts to uncover the trends shaping the landscape. Their insights reveal how brands are navigating change and crafting strategies for success. Read on to explore the key factors driving the future of beauty marketing.
Celebrating the global launch of JVN Hair's Revive Rapid Repair Bond Gloss at Majesty's Pleasure in NYC via @izzygcoelho (courtesy of BOLD PR)
Trends: Consumer invites & unexpected partnerships
“Inviting consumers and engaged social media followers to participate in brand events and trips that were, in the past, intended solely for media and influencers. This brings the consumer inside the brand in a way that was previously inaccessible to them, behind the perceived velvet rope, providing a VIP experience to help cultivate further brand loyalty and also enabling marketing dollars to work much harder by serving multiple purposes/audiences.
“More brand collaborations with unexpected companies and in unlikely categories, including gaming, food, gambling, and sports, among others. In this way, brands are borrowing and lending brand equity and influence with partnerships and collaborations to reach a new audience in a surprising but mutually beneficial way.” -Jodi Balkan, President, BOLD PR
Trend: Fresh new collabs
“We are seeing a myriad of trends right now across the beauty landscape, with the most common being unique brand collaborations. “Out of the box” thinking in the form of collaborations unlocks audience sharing opportunities, editorial considerations and creator + consumer excitement – all working as one to wedge brands into the conversation in an authentic, yet playful way. Pop-ups and branded experiences are also back and bigger than ever, but now they are built to serve more than just the traditional creator and editorial targets. Brands are being smart by bringing their consumers into the fold, and that means more than just adding them to a PR box list. Consumers and brand enthusiasts are being invited on trips and to events, and are also being interwoven into brand campaigns. This is a strategic and authentic effort for brands to invest back into their communities to truly hold key these relationships close to heart, especially in an extremely crowded beauty industry. Lastly, another marketing tactic that has been on a continuous rise is brands creating micro Instagram campaigns using CGI for a launch. Using oversized animations of new products, or “taking over” major city landmarks for a retail expansion.” -Melissa Palmieri Maniscalco, President & Founder, MP-IMC
Trend: Search engine social
“A growing beauty marketing trend in 2025 is approaching social media as a search engine. This has been a focus for us at OGAKI for a while, but we see this continuing to be a top priority for beauty brands this year. Content can’t just be scroll-stopping - it needs to be highly searchable and shareable. TikTok is continuing to focus on improving their search functionalities, while Instagram has recommended looking at shares as a key metric of performance. Consumers aren’t just doom-scrolling, they’re intentionally searching these platforms for education and research, and they’re sharing that valuable content with their network. It’s become essential for brands to think about how to incorporate keywords and search trends into both their organic social and influencer marketing strategies.” -Renee Ogaki, Founder & CEO, OGAKI
Trend: Connected commerce
“The beauty industry is in the midst of major transformation and at the heart of it is connected commerce. Connected Commerce is defined as a seamless integration of digital and physical shopping experiences designed to meet today’s consumers wherever they are. As marketers, we’ve always known our goal is to meet the shopper where they are but, in an era where shoppers expect all the things… convenience, personalization and immediacy, beauty brands must create frictionless, data-driven experiences across all touchpoints. From direct-to-consumer (DTC) to business-to-business (B2B) channels, retail media and omnichannel strategies are redefining the consumer journey making it easier than ever to move from discovery to purchase.
“Personalization sits at the core of connected commerce. Today’s beauty consumers expect brands to anticipate their needs whether that’s through AI-powered shade-matching online, skincare diagnostics in-store, or hyper-targeted product recommendations based on purchase history. Take Sephora’s Virtual Artist for example, which allows customers to test products digitally before heading in-store to finalize their purchase. Or Estée Lauder’s AI-driven foundation matching which seamlessly connects online quizzes with in-store sampling, ensuring a frictionless path to conversion. Brands are now tasked with creating fluid transitions between the digital and the physical.” -Ina Subramanian, Fractional CMO
Trend: Longevity
“Longevity is a buzzword shaping beauty marketing this year, especially in the skin health space. I’m interested in this, not just in skincare but in how brands build lasting connections with consumers. In a year with potential for some industry flux, I’m excited by brands using science and tech to push new delivery systems and innovative ingredient practices, but also by those resisting the pressure of hype-driven drops. The most compelling brands today are those that balance innovation with integrity—maintaining a strong brand identity beyond fleeting product trends yet still dominating social media buzz.
“This shift is reflected across marketing channels: social media strategies now integrate platforms like Substack for community-building and brand-owned data; celebrity partnerships are evolving, favoring artistry, personality and authenticity over sheer influence; and the return to wholesale and owned retail spaces is transforming pop-ups from flashy stunts into meaningful brand experiences. Consumers crave depth, and the brands that embrace this long-term mindset are the ones truly standing out.” -Bex Meredith, Founder, Partner, StudioBeauty
Trends: The extravagant experience economy & the skincare scholar
“Two of the biggest trends I see driving the beauty marketing space are the rise of what I’d say is the Extravagant Experience Economy and the Skincare Scholar as the voice of luxury. Extravagant Experience Economy isn’t what you might normally think of (it’s not a beach vacation to Bora Bora). Brands like Tirtir and Amorepacific, are flying Creators to Korea for hands-on and immersive brand experiences. Instead of passive promotion, influencers become true insiders, making their content more authoritative and trusted. The Creators and influencers are welcomed behind the curtain. And in a time when everyday consumers are tightening budgets, these over-the-top brand experiences create a sense of fantasy and aspiration. Exclusive Creator trips to Korea, immersive lab tours, and deep product storytelling offer an emotional escape that makes the products feel worth the spend.
“Luxury through science is another big driver in beauty right now. With skepticism at an all-time high, brands are proving value through science-backed transparency. Knowledge is the new luxury. Instead of focusing on price, brands are emphasizing why their formulations justify the investment. Creators and business owners like Charlotte Palermino are driving demand for transparency, debunking beauty myths, and making education aspirational. K-brands lean into this with SPF testing, in-depth ingredient breakdowns, and a focus on why their formulations work.” -Lizzy Bilasano Head of Creative Strategy, North America, Whalar
Trend: More inclusivity
"One of the most significant trends in beauty marketing this year is the growing emphasis on inclusivity. Brands are expanding their product lines to cater to a broader range of skin tones, hair types, and diverse beauty needs, while also addressing the needs of different skin types, gender identities, and ages. This shift is reshaping not only the products available but also how brands communicate, with more campaigns highlighting diversity and making sure everyone feels represented. It’s clear that inclusivity is now a driving force in the industry, influencing both product development and marketing strategies moving forward." -Kilee Hughes, Founder, SixOne
Trends: Dedication to diversity and DTC
“Beauty marketing trends are shifting in major ways, and one of the biggest changes will be a stronger emphasis on diversity. With the rollback of DEI initiatives under the Trump administration and major retailers like Amazon, Walmart, and Target eliminating their DEI programs, brands that truly value diversity will likely lean in even harder, using their platforms to take a stand against the backlash.
At the same time, we're seeing a major shift toward DTC (direct-to-consumer) marketing over traditional retail. With consumers actively boycotting stores that have cut DEI efforts, it’s more important than ever for brands—especially Black- and POC-founded brands—to prioritize driving traffic to their own websites rather than relying on retailers. -Monique Webber, Founder, MLW PR
Trend: Authenticity, efficacy, and consumer trust
“In the luxury beauty space, exclusivity is no longer just about being unattainable—it’s about curating an experience that feels both aspirational and accessible. Brands must strategically place their products where their consumers are shopping, whether that’s high-end department stores, specialty boutiques, or direct-to-consumer platforms. Offering a well-thought-out product assortment across multiple retail channels allows luxury brands to maintain their prestige while reaching a wider audience. Additionally, knowing how to present in these diverse retail settings is key—whether through elevated in-store experiences, seamless omnichannel integration, or personalized digital touchpoints. Today’s consumer shops everywhere, and the brands that understand how to meet them with the right mix of exclusivity and accessibility will lead in this evolving landscape.
“From a communications perspective, we’re seeing shifts in both the types of articles being written, the stories being produced and how consumers engage with UGC and CGC, with a stronger focus on product efficacy rather than just the latest trend. There is a growing preference for genuine experiences and peer endorsements over trend-driven marketing. Consumer marketing must now speak to shoppers in a way that resonates with their beliefs, values, and personal experiences and not just fading trends that lack room for true growth.
“Today’s beauty consumer is informed and has options for where and how they spend their money, making alignment in values, efficacy, authenticity, and inclusivity more important than ever. Brands that recognize this shift and focus on delivering genuine value are more likely to cultivate lasting relationships and achieve sustained success.” -Stephanie Scott-Bradshaw, CEO & Communicator-In-Chief, First And Last PR
Trend: Invite-only
“2025 marks the visible cultural shift towards community and deeper connection that brands are seeking to stay relevant and drive awareness. This transformation started a few years ago but now is basically driving beauty and any retail marketing – we all know that consumers, who are now way more educated and becoming increasingly picky about where and how they spend their money, are much more likely to believe an authentic storytelling than a more ‘scripted’ one. Expect to see an increase in private, invitation-only social spaces over the coming months, along with the resurgence of paid blog-format newsletters, similar to Substack. These platforms foster honest conversations, genuine feedback, and meaningful connections, all of which contribute to enhancing brand authenticity.” -Polina Lichagina, Vice-President, Operations and Client Service, bicom
Trend: DTC engagement
“Our team has been seeing a lot of community-driven brand engagement. Consumers are no longer just buying products—they're buying into a lifestyle, a sense of belonging, and a brand's ethos. I love to see brands who do this balancing their social or media engagement directly with their consumers and through earned and paid influencer marketing tactics. Brands like REFY are doing a fantastic job at this – they prioritize fostering an engaged community through exclusive events, product trials, and interactive social media strategies. In emphasizing inclusivity, authenticity, and two-way engagement, brands can build long-term relationships with their consumers, transforming them from customers into loyal brand advocates.” -Laura Rubino, Managing Director, Bodega Public Relations
Trend: Knowledge is the new influence
One trend we see driving the beauty marketing landscape this year…is that knowledge is the new influence. Three big buckets here:
Substackers: Substack has quickly been gaining steam as a preferred PR and marketing channel. We’ve seen amazing ROI from paid Substack activations with one of our luxury beauty clients, in terms of both clicks and conversion. With engagement rates so high, audiences so curated, and the space to get into old-school long-form storytelling, Substackers—many of whom are OG editors—are cutting through the noise and saturation of 30-second videos.
Editors as Influencers: Not only do editors know how to talk about individual products and why they’re so great, many are journalists who can speak specifically about ingredients and also more broadly about how those ingredients fit into an overall regimen. Their social followings tap into not just consumer fans, but people of influence in the industry—so utilizing editors in paid social campaigns delivers impact on both fronts.
Cosmetic Chemists: Dermatologists continue to be important for science-based brands, but cos chemists are a less-tapped resource that provides a desired POV in the age of skinfluencers and entire generations who know (or want to know!) how to read product ingredient labels. The social-friendly chemists are able to explain complex clinical studies in laypeople’s terms and help bottom-line what’s safe, what’s not, what’s hype, what’s worth it. Many have also worked at or consulted for multiple beauty companies, so their knowledge doesn’t come from a one-brand place. -Amy Keller Laird, Managing Director, Beauty & Wellness, BPCM
Trend: Doctors as influencers
“In the plastic surgery space, doctors being influencers and leveraging their socials as lead gen tools will continue. The trend that I anticipate will shift is that instead of the surgeons creating content on just their specialities, they will diversify their content with their niche interests that compliment aesthetics. For example, surgeons philosophizing about attraction to advice on landing your first big job with confidence, nutrition for healthier skin to how AI will impact beauty trends. This opens the door for PR folks to tell more stories and position their clients in new ways.” -Stuart Martin, Business Director, Talk Shop
Trend: Social media as thought leadership
“There’s an even stronger shift toward a social media-driven PR approach. Our beauty clients are increasingly focused on engaging social media editors and publications with large followings on TikTok and Instagram to directly reach their target consumers. I’m also seeing a major resurgence in IRL events. More brands are allocating budget toward hosting in-person experiences to connect with media and influencers while generating high-quality content they can use themselves. Additionally, many are eager to establish thought leadership by participating in panels and conferences—often covering their own expenses to secure those opportunities.” -Jenelle Hamilton, CEO, Jenelle Hamilton Inc.
Trend: Social content goes pro
“Higher quality content on social. Brand socials are stepping away from just iPhone photography and welcoming higher quality content and series’ to not only level up product lifestyle imagery but also to use during bigger campaigns that announce celebrity collabs, new drops, etc. E.l.f does a great job at that.” -Adrianna Fletes, Social Media Manager, The Right Now.
Trend: Performance-driven clean beauty
“After years of greenwashing, the beauty industry is shifting toward authenticity and performance. In 2025, consumers demand more than just a “clean label” or high price tag—they expect products that deliver proven results with safe, sustainably sourced, and transparent ingredients. Across nail care, skincare, and haircare, brands emphasizing natural formulations and rigorous performance are gaining traction. While Europe has traditionally led this shift with stringent regulations like the precautionary principle, U.S. consumers are rapidly embracing brands that meet high efficacy and ethical standards.
“Among the brands we represent, Kure Bazaar Paris and Almora Botanica stand out. Both offer highly natural, biosourced products—Almora Botanica is COSMOS certified and Kure Bazaar holds Ecocert certification. Their formulations feature potent active ingredients, from keratin and silicium for strengthening brittle nails to centella asiatica and bidens pilosa for enhancing skin repair and reducing inflammation. Kure Bazaar Paris specifically targets issues such as weakened nail structure, while Almora Botanica addresses concerns associated with hormonal changes, including dryness, loss of elasticity, and increased sensitivity in perimenopausal skin. These clinically proven solutions ensure that consumers receive tailored, effective care for the unique challenges they face.” -Christophe Beguel, President & Founder, CBGL Inc.
Trend: The real world is the new feed
"Out-of-home is having a moment — and PR is making sure it lasts. In 2025, billboards, transit takeovers, and airport ads aren’t just static placements; they’re dynamic cultural touchpoints that fuel press, social buzz, and brand storytelling. The best campaigns don’t just exist in the wild; they go wild, amplified by media coverage and social engagement that turn a single placement into a full-fledged conversation. The formula? Strategic placement + contextual storytelling + digital amplification = high-impact visibility that transcends the frame. We can expect OOH to keep evolving — bigger, bolder, and more immersive than ever." -Ruth Goudie, President & Partner, 1Milk2Sugars
Trend: The year of skin health
“TikTok and Instagram are here to stay and will remain significant platforms for brands to reach new consumers and continue to target brand engagement. 2025 will be the year of skin health. Whether you're a consumer focused on “pro aging” or “anti aging,” the quality and condition of your skin will be the priority (from the inside out). Messaging and marketing on skin wellness, treatments, and devices on social platforms will be at an all-time high. Expect more about promoting collagen growth using exosomes and stem cells, which will continue to be buzzy words in 2025. In addition, AI will continue to play a large role for brands creating customizable products and focus on individual needs, especially as the focus on skin health continues to grow in popularity.” -Jamie Greenhouse, Executive Vice President, DKC
Trend: “Skin first” beauty marketing
“Consumers are increasingly prioritizing skin health over makeup coverage, pushing brands to emphasize skincare benefits even within color cosmetics. This shift is driving a rise in hybrid beauty products—think foundations infused with skincare ingredients, SPF-infused lip products, and barrier-repairing makeup. Brands that successfully educate consumers on ingredient efficacy while delivering aesthetic appeal will stand out.” -Taylor Meckley, President, TMpr
Trend: Skinfluencers
“One of the leading trends we'll continue to see shaping the beauty marketing landscape this year is the rise of "skinfluencers" and science-backed beauty content. Consumers, manufacturers, and beauty content creators are becoming more skeptical of marketing claims and more educated about ingredients. This has led to a rise in influencers relying more on trusted industry experts, such as dermatologists and estheticians, in their campaigns.
In the past year alone, we have seen several well-established beauty brands, including Olaplex and Amika, face lawsuits for misleading consumers and using harmful ingredients. This has inevitably increased the demand for transparency and expert-backed product recommendations. As a result, beauty influencers are forming partnerships with skincare experts who can break down ingredient lists, explain formulations and provide scientific credibility, and educate their followers on a deeper level that goes beyond beauty tips.” -Rachel Gonzalez, Account Director, The Dana Agency
Trend: Holistic beauty
“I definitely think the awareness around beauty and wellness is becoming a huge factor in 2025. Focusing on sleep, nutrition, healthier foods we are putting in our bodies. As well as products that are sustainable, and clean, without all the chemicals. Women are trying different clean products that are now easier to find than ever making clean beauty much more accessible.” -Jess Annand, Founder, Maeve + Co.
Trend: Authenticity reigns
“At LRJ, we focus on authentic storytelling to establish brand credibility for our clients, as well as to build customer trust. Today’s consumer is way more educated. They are making more conscious decisions when it comes to their beauty purchases and doing their own research. Many do deep-dives into skincare ingredients, color formulations and product innovations before their purchases. They are also savvier than ever in paid social media and influencer campaigns, so authenticity really is key for a brand's overall and long-term success.” -Jennifer Fiorenza, Co-Founder, LRJ PR & Communications
Trend: Word of mouth
“More and more, we are seeing that tastemakers, editors, and expert voices are, in fact, acting as sources to inform their peers about new launches, angles and news, not just their consumer audiences. The age-old communication stream of WOM is as influential today as it was before social media. However, with the multiple channels through which creators and voices can share their expertise, there is a wider scope of coverage and opportunity – whether it's TikTok, editorials, or Substacks. We’re witnessing the magic of peer-to-peer excel to a new level.” -Lauren Mills, Co-Founder & CEO, Bux + Bewl Communications
Trend: Focus on founders
“We're seeing a few trends, but one that is growing by miles is more thought leadership for brand founders and higher-ups - and this isn't limited to traditional earned media anymore. Though there's less of an immediate ROI, founders and execs see the value of building their profiles and reputation on platforms like LinkedIn and niche podcasts. The great thing about these is that they can be repurposed and have longevity for months, sometimes even years. Particularly with podcasts, beauty brands can really dive deep into topics and highlight key brand points and how they've grown their companies. It provides a human element that customers and media alike are attracted to.
“There's still a really big focus on community and building loyalty as well. Beauty brands are also creating special experiences for their VICs (very important customers) as opposed to only editors and influencers - treating them like influencers with perks like inviting them on brand trips and adding them to PR gifting lists.
“These tactics not only build brand love but also offer up the opportunity for UGC they can be repurposed. Customers want to hear from those who are like them, not always celebs and influencers, so offering special experiences to the real people who actually use a brand's products can provide that authenticity people crave.” -Lindsey Smolan, Founder, VLIV Communications
Trend: Media-ready
“Beauty founders and CEOs recognize the value of media, communication and public speaking training, and consider it essential for their success. This has quickly become industry standard.
GRIFFIN’s communication work with founders helps them create trust with their customers, the media, their employees and their investors. Once this solid foundation is built, the founder can navigate all aspects of their role today, such as being a personality, a leader, a visionary and a voice in their industry, with conviction and confidence.
Founders are appointing CEOs to run the day-to-day business so they focus on deepening their work as creatives and expanding their presence as the face of their brand. Working with us, new leadership finds their unique voice which defines their era and the new era of the brand while maintaining the founder’s principles.” -Marie Griffin, Founder, Griffin Marketing & PR
Trend: Real talk and drugstore buys
“One significant shift is influencers promoting their favorite drugstore brands. Granted, while this idea isn't entirely new, there is a broader acceptance of showcasing affordable options, especially in the current economic climate. Many influencers need to realize that inflation is affecting a lot of people, and in order to stay relevant with the general public, they are going to need to shift their strategy to offering more budget friendly options, from makeup to clothing choices. Those who catch on to this are going to become more favorable in 2025. I've recently referred to this neglect among influencers while discussing marketing trends with my team. I call it the "read the room" strategy, and the idea is simply that each and every day we need to read the room before producing content, and this idea is applicable across all sectors. Influencers and celebrities must be attuned to economic realities that their audiences face daily. In other words, just being a talented celebrity or skilled influencer isn't enough anymore. It is important that they all understand these shifts in consumer behavior.” -Brittany Dottolo, Founder, DRENCHED Public Relations
Trend: Keep it simple
"There are so many beauty brands on the market. It’s important to get through all the noise and keep your messaging simple and consistent. Lately, we've been a big fan of ERLY, a newer brand founded by two women in Austin, with clean simple ingredients and colorful branding. Their messaging is clear and precise. So many brands get it wrong with too much information or too many steps, which then makes it next to impossible for a publicist or marketing team to convey.” -Suzanne Droese, Principal, Droese Public Relations
Trend: UGC
“In the past few years, we've seen beauty trends—from makeup to skincare—peak and soar, driven by creators on TikTok. Everything from snail mucin to glass skin and self-tanner contouring has taken off. While I believe TikTok trends are here to stay (as long as Tik Tok stays) and beauty brands and founders should lean into content creator partnerships, I also think we’re going to see a significant shift toward community-driven creation. This means engaging the consumer directly—and in unique ways. I’m advising brands to give away PR mailers to their customers, consider planning a branded trip for select customers, and create content, campaigns, and stories that foster meaningful conversations—allowing genuine community growth.
My client, Rachel Cook Northway, founder of The Northway Edit, coined the "beauty bag whisperer" by goop is a great example of a community led brand and service. Rachel hosts events at local cafes, clothing boutiques and pilates studios around NYC to bring folks together to discuss their love of beauty, and to share her unique Northway Edit offerings. Rachel's community-led approach builds a loyal consumer network fostered on trust, authenticity and community. Core values that many consumers are searching for in 2025.” -Samantha Caffrey, Consultant
Trend: Go to the groomers
“An approach that I've been very successful with on behalf of my men's skincare client, Lab Series (owned by Estee Lauder), is partnering with VIP groomers who prep celebrity talent for photo shoots and appearances. For example, the last two years we've executed a gifting suite in L.A., bringing together top celebrity talent groomers to learn the latest and greatest from Lab Series. And just this past weekend, we partnered with VIP groomer Benjamin Thigpin to use Lab Series exclusively on Best Supporting Actor winner, Kieran Culkin. It's a great way for us to get in the hands and on the faces of celebrities, without partnering directly with them.” Joseph Suchodolski, Public Relations Consulting & Fashion Styling
Trend: Brand shifts for all ages
“In 2025, the beauty industry is witnessing transformative shifts, notably in how skincare brands approach both packaging and treatments. First, there's a vibrant trend where skincare companies are revamping their packaging to appeal to the youthful energy of the 'Sephora Kids' demographic. These brands are adopting brighter colours and softer fonts, reflecting a broader social awareness and a drive to engage younger consumers with visuals that resonate more profoundly with their tastes and values. This trend not only freshens up the brand images but also aligns with the increasing demand for inclusivity and relatability in beauty products.
“Simultaneously, there's a significant pivot towards what can be termed the 'Collagen Era' in professional skincare treatments. More consumers are opting for treatments that not only promise, but also deliver, lasting benefits by enhancing the body's natural processes. There's a noticeable shift away from temporary solutions like over-inflated dermal fillers such as Juvederm, towards more natural-looking, sustainable results achieved through biostimulators like Radiesse and Sculptra. These products work by stimulating the body's own collagen production, leading to more natural and longer-lasting rejuvenation. This approach reflects a deeper understanding of skincare, where the emphasis is on holistic, enduring beauty enhancements rather than quick fixes.” -Leah Corrin, Founder and Aesthetician, Essence of L
