How to use PR to build your beauty business

Public relations (PR) is a powerful tool for growing your beauty business, helping you build credibility, trust and client loyalty. Katie Godfrey explains why PR is essential and shares simple, actionable strategies to position your brand as an industry leader.

Growing a successful business requires more than just incredible services and a solid marketing plan. PR plays a pivotal role in establishing your business’s reputation, credibility and long-term trust.

While marketing might bring customers through the door, PR helps to keep them coming back by positioning your business as a trusted authority in the beauty world.

Public relations is about more than just gaining exposure; it’s about building lasting relationships and shaping how your brand is perceived.

Unlike traditional marketing, which often focuses on immediate results and sales, PR is the slow burn that strengthens your business’s reputation over time.

When clients see your beauty business featured in magazines, mentioned by influencers or spotlighted in industry articles, it reinforces the trust they place in you.

It’s not just about making a quick sale but about positioning your brand as the go-to expert in the industry.

Simple PR strategies for beauty professionals

Not all businesses have the resources to hire a full-time PR agency, but you can still take control of your own PR strategy. Here are some actionable steps to get started:

1. Know where your clients are: Identify which publications and platforms your ideal clients are reading or engaging with. From niche beauty blogs to regional magazines, focus on those that align with your business and clientele.

2. Build real relationships with journalists: Networking doesn’t have to be intimidating. Start by following beauty editors or journalists on social media, engage with their work and build rapport over time. When you eventually pitch your story, it won’t feel like a cold approach.

3. Offer something unique: When reaching out to journalists, always lead with value. Focus on what insights you can offer their audience rather than just promoting your business.

Journalists love fresh, expert commentary; be the person who can give them that.

4. Promote your press coverage: Don’t let your hard-earned press mentions fade away. Make sure to highlight them on your website, share them across social media and even showcase them in your salon. When clients see that others recognise your expertise, it builds even more trust.

Personal branding: the key to PR success in beauty

In today’s market, clients aren’t just looking for a great beauty treatment, they’re looking for a connection.

That’s where personal branding comes in. Public relations isn’t just about promoting your business; it’s about sharing your personal journey and expertise with the world.

By becoming the face of your brand, you set yourself apart from the competition.

What’s your story? Whether it’s your journey into the beauty industry or the unique ways you approach treatments, these are the elements that shape your brand identity.

Sharing these stories through PR can help you build a personal connection with clients, making your business more than just a service provider.

Public relations might take time, but the results are worth it for stronger client relationships, greater brand recognition and long-term business growth.

Katie Godfrey is the owner of KG Salon in Bedfordshire, director of KG Professional beauty training academy and product range, and founder of KG Business Mentor.