Many brands see PR as something they can "add later" once they've grown bigger. Let me explain why that's costing businesses a lot and why you, as a founder, should invest in PR today

THE MOST SUCCESSFUL BRANDS understand their PR style.

Some brand thrive on viral moments.
Others dominate editorial press.
Others grow through community and creators.

The key is knowing which strategy actually works for your brand.

Ever wondered what it actually takes for an independent beauty brand to land a deal with Sephora and Ulta? It’s not luck, nor by chance. It’s all about value. Here are what retailers are looking for.

Huda Beauty already did something smart with their giveaways. It builds excitement, creates instant buzz, and gets people talking. A strong start!

But travel kits like this have way more long-term potential than just being a fun giveaway item. Here’s how I would expand the positioning: