VB | UK Beauty PR Expert 💕

My dad literally asks me why my name isn’t in the by-line every time I show him a piece of coverage I’ve secured, and my friends still couldn’t tell you what my job entails nearly 10 years in (!) - PR generally is quite a misunderstood industry, so I’ve started a PR 101 series to demystify what I do… What is PR? Is literally the question I asked myself in my third year of uni, when someone was telling me the cool PR agency they were interning for in the summer. I bought a book called ‘the art of spinning’ which, ironically, made my head spin and confused me even more than before. It was only when @sallyannestevenspr gave me my first PR internship after graduating that I was thrown head first into beauty PR, and never escaped… I mean looked back...! 😂 PR has evolved and changed so much since then, and will constantly do so, but the intention has always stayed the same - to build a positive perception of a brand. I’ve been asked loads of questions about PR over the years so this series should answer the most pressing ones, but let me know if there is anything specific you’d like to know about PR in the comments, or DMs, and I’d be happy to help! 🤓💻💫 ___________________________________ #publicrelationstips #publicrelations #publicrelationsagency #publicrelation #publicrelationsfirm #publicrelationslife #publicrelationsservices #publicrelationsstrategy #publicrelationsconsultant #publicrelationship #publicrelationskills #publicrelationsmanager #publicrelationsexpert #pr101 #publicist #publicists #publicistslife #publicistsupport #publicistbehavior #publicistuk #prgirls #prgirlsdoitbetter #womeninbusiness #whatispr #pragency #beautypr #beautypro #beautypreneur #womeninpr #publicity

A FRESH campaign for @ciroabeauty 🫧🍏 What started as a conversation around sampling turned into a multi-touchpoint London Marathon activation built around the idea “Fresh From The Finish Line” - getting Ciroa products directly into the hands of marathon runners when they were feeling their least fresh (but most accomplished!!) Alongside guerrilla-style sampling at the marathon finish line (where founder Sophie and the team handed out 200+ minis to runners post-race 👟), we partnered with @theselflovelab.co.uk to host an intimate recovery experience at @melondonhotel for press, creators and marathon runners. Guests were invited into a private recovery suite featuring guided meditation, compression boots, red light recovery, plus a self-guided Ciroa recovery ritual using the brand’s shower gels, scrubs and body butters throughout the bathrooms and shower spaces. The event secured 100% social conversion from guests. To extend the campaign socially, runners were encouraged to share their medal photos for the chance to win a full-sized Cucumber & Green Apple recovery set 🍏 #beautypr #brandactivation #experientialmarketing #beautycampaign #londonmarathon2026

A behind the scenes look inside our UKHAIR by @uklash press breakfast last week ✨ We brought the product’s “Eat Your Haircare” concept to life at Wild by Tart - with each stage of the breakfast designed to mirror the formula from the inside out. Guests found their place at the table thanks to personalised pillboxes with supplements to take during their breakfast. Each course was built around key hair growth ingredients within the supplements (including pea sprout, citrus & ginseng), with bespoke course cards brought out ahead of every course and Wild By Tart’s brilliant chef introducing each dish and its benefits as we went. Alongside this, UKLASH’s Education Manager Tamara and our expert nutritionist @sophietrotmannutrition talked through the product, the science, and the shift we’re seeing in hair - with 1 in 5 people in the UK experiencing hair loss, and more consumers looking for long-term, inside-out solutions. We’re seeing this play out in search too, with Biotin now the most searched hair growth supplement ingredient in the UK ( with 19K monthly searches), signalling a move towards more informed, ingredient-led, inside-out solutions for hair care. A wonderful mix of beauty editors joined us for a gorgeous morning of healthy food, brilliant insights, product discovery and wonderful conversation! A big thank you to Rachel at Wild by Tart for a seamless event and @sceneagencyco for event styling and bringing the concept to life so beautifully. #BeautyPR
#BeautyPREvent
#HairHealth

Save vs splurge… What would you choose? 🫧 @popsugaruk beauty editor Lauren has featured @ciroabeauty in her latest edit, spotlighting the products she genuinely rates – and Ciroa made the cut! From Australia’s fastest-growing bodycare brand (selling once every 8 seconds 👀) to building serious momentum here in the UK, it’s always a win seeing editors recognise that indulgent, scent-alicious bodycare doesn’t have to come with a splurge price tag. Sweet scents, luminous skin and formulas that feel far more expensive than they are ✨ Huge thank you to @laurenbeautyed for the love 🤍 #prcoverage #beautypr #ciroa #popsugar #bodycareobsessed

💘 A week on from our first event with @etalbeautycollective - hosting pro MUAs at IIAA HQ (home of the BEST views in London!) We welcomed over 40 incredibly talented makeup artists & creators to introduce the et al range - makeup powered by 30+ years of skin health science, with active-level skincare ingredients that work whilst you wear them. Formulated to be gentle and beneficial enough to use post skin treatments (including Environ’s iconic cool peels) and built for treatment rooms and makeup kits alike. We also got to reveal the new recyclable magnetic palette system - made for the brand’s refillable, products - which contain no synthetic lake colourants, recyclable aluminium and beautiful, finely milled formulas that actively improve skin whilst you wear them - always vegan and cruelty-free too! I’m so happy to be working with an incredible beauty brand doing all of this without compromising on performance. 💕 #UKbeautyindustry #promua #sustainablebeauty #beautypr skinhealth

@uklash Tubing Mascara is officially back in stock after selling out just a couple of months post-launch last year! 🖤 Following PR pitching, we’ve had some great coverage to support the re-stock - and this is one of our favourites: a full solus review from @louiseoliphant_ for @mailmetromedia , who praised the mascara as her new favourite thanks to its smudge-proof wear, defined lashes and easy warm-water removal, calling it a standout for long days with zero panda eyes. High praise for my favourite mascara ahead of National Lash Day! ✨ #prcoverage #beautypr #uklash #tubingmascara #beautyeditorapproved

Swipe for my National Lash Day line-up 👀✨ This Thursday is National Lash Day and these are my FAVOURITE picks from the UK’s #1 best-selling lash serum brand @uklash When 1 serum is sold every 10 seconds and there are 90,000+ five-star reviews, you know they’re doing something right. My multi-award winning @uklash lash routine: ❤️ Eyelash Growth Serum – the UK’s best - visibly longer lashes in as little as 25 days. Clinically proven. Peptide + Vitamin B5 powered. ☕ Tubing Mascara – smudge-proof, zero panda eyes, removes with warm water (the tube slide-off is elite), just back in stock after sell out launch success! ✨ Eyelash Curler – mega lift without the crimp. 💧 Micellar Water – the gentlest, oil-free cleanse that won’t disrupt your growth results. 🖤 Lash Separator (£8) + 🤍 Lash Guard (£6) – the clump-free finishing tools for super clean, separated, beautiful lashes! Lift. Length. Nourish. Repeat. 💗 #NationalLashDay #UKLASH #LashRoutine #BeautyEditorApproved

✨ Fancy dazzling your Valentine with Cullen-esque shine? @dazedbeauty @akbpeters recommends @ciroabeauty ’s NEW Shimmer Stick which will do nicely - plus you’ll smell like strawberries and cream - a tasty, shiny treat for the one you love 💕💕 #valentinesbeauty #prcoverage #beautypr #australianbeauty #bodyhighlighter

💌 dreaming of @uklash @ciroabeauty @etalbeautycollective 💘💘 (just a little hint 😉) #valentinesbeauty #valentinegiftideas #pinkbeauty #beautypr #galentinesgift

💊The @advancednutritionprogramme team are experts in skincare supplements - so their Head of Nutrition, Lorraine Perretta, was perfectly placed to provide quotes for @bazaaruk last month! Speaking on the importance of collagen, Lorraine lended her expertise to advise on getting the most out of your collagen supplementation. Thank you to the @bazaaruk Beauty & Wellness team for the request! ✨ #collagenpowder #nutritionistapproved #beautypr #skincareroutine #skinsupplement

💕 January Highlights! Starting 2026 as we mean to go on - busy! Three new brands, two events, a couple of mailers and lots of planning! #beautypr #prfreelancer #freelancelife #beautybrands #ukbeauty

Yesterday we welcomed editors and beauty industry experts to a press preview of the @uklash Self-Growth Studio ✨ Ahead of opening to the @uklash community today, press joined the UKLASH team to experience the space, meet the experts behind the brand and get a first look at the Self-Growth Studio - with personalised trichologist-led scalp analysis, a product prescription and a manifestation session to start 2026 off right! We welcomed editors from titles including: Cosmopolitan, SheerLuxe, The Independent, Boots Magzine, AnOther, Cosmetics Business, CEW, Wellbeing and more through the doors, alongside influencers invited by the UKLASH team. The Self-Growth Studio is open to consumers from today until Sunday with bookable wellness sessions, discounts on the UK’s best selling growth serums and giveaways - enjoy! 💫 📍 150 Shoreditch High Street | 30 Jan – 1 Feb Video: @alice__luella 💕💕💕 #UKLASH #SelfGrowthStudio #NeverStopGrowing #BeautyPR #LondonPopUp