This interview is with Kristin Marquet, Founder, Tech/Analytics/PR Expert, Academic Finance Background at Marquet Media.
Kristin Marquet, Founder, Marquet Media
Kristin, welcome to BeautyNews.io! We're thrilled to have you. Could you tell our readers a bit about your journey to becoming an expert in the beauty and wellness space?
Thank you so much! I’m excited to share my journey with the BeautyNews.io community. My entry into the beauty and wellness space came naturally, as I’ve always been interested in lifestyle brands that empower people through self-care, wellness, and personal expression. Early in my career, I noticed that many beauty and wellness startups had incredible products but struggled with visibility—they lacked the media coverage, storytelling, and brand consistency needed to connect with their audiences and grow. That insight sparked my passion for public relations and branding in this space. Over the years, I’ve worked with indie beauty brands, wellness entrepreneurs, and personal care startups looking to expand their reach. I founded Marquet Media to focus on strategic PR and branding services for lifestyle, beauty, and wellness companies—businesses that need to build visibility, connect with the right media outlets, and create a robust and authentic brand presence. Through my work, I’ve developed the PRISM PR Framework, which combines relationship-building, strategic insights, messaging, and data-driven measurement to help clients grow sustainably. My journey in this space has also inspired me to launch FemFounder.co, where I mentor and support female entrepreneurs, and BrandYourBusiness.co, which provides templates, courses, and resources to help startups build professional brands on a budget. What I love most about this field is the creativity and innovation—the beauty and wellness industries are constantly evolving, and it’s exciting to help brands share stories and connect with consumers in meaningful ways. Whether launching a new skincare product, securing media features for a wellness expert, or helping a brand find its unique voice, I thrive on crafting strategies that position my clients for long-term success.
Your career path is truly inspiring. Can you pinpoint a pivotal moment or decision that propelled you into the world of beauty and tech?
Thank you! One pivotal moment that propelled me deeper into the intersection of beauty, wellness, and tech came when I was working with an emerging skincare brand that was launching a highly-innovative, tech-based product line. The company had developed a range of personalized skincare tools and diagnostic apps—something that was ahead of its time. It needed more than just traditional PR; it required a strategic media and branding approach that would position them not only as a beauty brand but also as a tech-forward innovator. At that point, I realized how technology was rapidly transforming the beauty industry—from AI-powered skincare recommendations to wellness apps that track emotional health. This project opened my eyes to the need for PR strategies that integrate tech and lifestyle storytelling, bridging both the functionality of technology with the emotional connection consumers seek from beauty and wellness brands. That experience inspired me to fine-tune the PRISM PR Framework to help future clients position themselves effectively in both the beauty and tech spaces. I learned the importance of differentiating brands through storytelling that highlights innovation without losing the human element. It also led me to expand Marquet Media’s expertise to focus not only on traditional PR but also on digital strategy and branding for beauty-tech and wellness-tech startups. This moment reinforced my belief that innovation and authenticity must go hand in hand—even the most advanced products need a compelling story to connect with customers. It also drove me to develop resources within BrandYourBusiness.co to empower smaller beauty brands with the tools and strategies they need to embrace the tech revolution while staying authentic to their brand identity.
Many of our readers are aspiring entrepreneurs. What's the most valuable piece of advice you'd give someone starting a beauty brand in today's digital age?
My most valuable advice for anyone starting a beauty brand today is to build your brand around authenticity and consistency from the very beginning. With so many beauty brands emerging in the digital age, your story and values are just as important as your products. Consumers are drawn to genuine connections—they want to know the "why" behind your brand, whether it's clean ingredients, sustainability, or personal empowerment.
Here are a few key tips to set your brand up for success:
- Define Your Brand Identity and Message Early: Your brand identity, voice, and visuals need to be consistent across all platforms—from your website to social media. A strong, aligned identity will not only build trust but also make your brand instantly recognizable. I always recommend creating a media kit and brand guidelines early on, which is something we help with at BrandYourBusiness.co through templates and DIY branding tools.
- Prioritize Digital Presence and Engagement: Your website, social media, and email marketing are essential in today's landscape. Consumers want to engage with beauty brands online before purchasing—they want content, reviews, and direct interactions. Invest in a professional website and keep social media active and engaging. But remember, consistency is key—show up authentically and regularly on your chosen platforms.
- Leverage PR and Media Relations Early: Getting featured in relevant beauty blogs, magazines, and digital platforms can make a huge difference in visibility. At Marquet Media, we focus on media placements and influencer collaborations that align with each brand's story. Earned media builds trust far more effectively than ads. You don't need to wait until you're a big brand to seek PR—it's something every startup should begin from day one.
- Focus on Building Community: Beauty brands thrive on community and advocacy. Engage with your customers directly, encourage user-generated content, and build relationships with micro-influencers who align with your brand values. Platforms like Instagram, TikTok, and email newsletters are powerful tools to nurture community in ways that traditional marketing can't.
- Don't Be Afraid to Start Small: The digital age makes it easy to think you need to launch big to succeed, but small, intentional steps are often more sustainable. Start with a clear, well-developed product line, perfect your messaging, and scale gradually.
Building a recognizable brand is essential in such a competitive market. Can you share a specific example of a successful branding strategy you've implemented, and what made it so effective?
One of the most successful branding strategies I implemented was for a wellness and skincare startup focused on holistic beauty through botanical ingredients and eco-friendly packaging. When the brand first approached Marquet Media, it had excellent products but was struggling to find its unique voice and establish consistent visibility in the crowded beauty space. The challenge wasn’t just about creating awareness—it was about crafting an identity that resonated deeply with its target audience.
The Strategy: Building a Story-Driven, Values-Driven Brand Identity
The key to this brand’s success was positioning them as more than just another skincare company. We developed a branding strategy focused on storytelling, community, and emotional connection. Here’s how we made it work:
Crafting an Authentic Brand Story
We worked closely with the founder to shape a brand narrative around her journey—her connection to holistic wellness, the inspiration behind the product formulations, and her commitment to sustainability. This founder-led storytelling was infused into every aspect of the brand, from website content to packaging to social media posts.
Aligning Visual Identity with Brand Values
We helped the brand refresh its logo, color palette, and website design to reflect its eco-friendly, botanical focus. The website emphasizes minimalist visuals with earthy tones, drawing a direct connection between the natural ingredients and the brand’s environmental mission. This consistency across its online presence, product packaging, and marketing materials reinforced its identity and made the brand instantly recognizable.
Community Engagement and User-Generated Content (UGC)
We encouraged the brand to build direct relationships with its customers by featuring user testimonials, before-and-after skincare stories, and behind-the-scenes glimpses of product development. We also launched a social media campaign inviting customers to share their wellness routines using the brand’s products. This UGC campaign boosted engagement and served as social proof, building trust among potential customers.
Targeted PR Campaign with Values-Driven Messaging
We secured media placements in niche wellness and lifestyle publications, highlighting the brand’s eco-conscious mission and botanical ingredients. Instead of just promoting products, we pitched the founder’s story and the brand’s commitment to sustainability—giving the media a compelling narrative to feature.
You've spoken before about the importance of data analytics. How can beauty brands use data to create personalized experiences that resonate with their target audience?
Data analytics is a powerful tool for beauty brands looking to create personalized experiences that connect deeply with their target audience. With so many options available to consumers, personalization isn’t just a nice-to-have—it’s essential for standing out and building loyalty. Beauty brands can leverage data at every stage, from product development to marketing, to deliver tailored experiences that feel authentic.
Public relations plays a huge role in the beauty industry. What's a PR strategy that has surprised you with its success, and what key takeaways did you learn from it?
One PR strategy that surprised me with its success involved a clean-beauty brand we worked with at Marquet Media. Initially, the brand struggled to gain traction in a saturated market, so we aligned our approach with the emerging “minimalism” trend—using fewer multi-purpose skincare products.
Instead of promoting the product line, we positioned the founder as a thought leader in minimalist skincare. We pitched the media on how the brand was helping consumers embrace simpler, more sustainable beauty routines. This narrative resonated with beauty editors, resulting in placements in Allure, Byrdie, and Well+Good, which helped elevate the brand’s credibility and visibility.
The campaign’s success extended beyond media coverage. Micro-influencers and beauty bloggers amplified the message by sharing their simplified routines using the brand’s products, driving 20% more engagement on social media. Customers connected with the brand's educational content, such as tips on reducing clutter in their beauty routines, which fostered a sense of community and loyalty. As a result, the brand saw a 40% sales increase within three months, with several products selling out after being featured.
This experience taught me the value of aligning PR strategies with cultural trends and leveraging authentic partnerships to create an immediate and lasting impact.
The digital landscape is constantly evolving. How do you stay ahead of the curve in terms of digital marketing trends, particularly in the beauty and wellness space?
Staying ahead requires a mix of learning, data analysis, and adaptability. I track industry trends by following relevant publications, attending virtual conferences, and engaging with beauty, wellness, and tech thought leaders. Monitoring consumer behavior shifts—like the rise of video content or increased demand for personalized experiences—helps me adjust strategies. At Marquet Media, we rely on analytics tools to assess campaign performance, identify trends early, and iterate based on real-time data. This ensures our clients remain relevant and aligned with their audience’s evolving expectations. In beauty and wellness, being ahead means anticipating what consumers will want next. Whether it's embracing AI-powered skincare recommendations, exploring influencer collaborations on emerging platforms like TikTok, or leveraging user-generated content, the key is to stay flexible and agile. Through BrandYourBusiness.co, we also empower small businesses with templates and courses that reflect the latest trends, so they can stay competitive without being overwhelmed. I believe innovation and education go hand-in-hand—and by keeping a pulse on what’s next, we position our clients to lead, not follow, in their industries.
Sustainability is becoming increasingly important for consumers. How do you see the beauty industry adapting to this shift, and what advice would you give to brands looking to become more eco-conscious?
The beauty industry embraces sustainability, with more brands focusing on eco-friendly packaging, clean ingredients, and transparency in sourcing to meet consumer demand. Moving forward, I see this shift expanding into refillable products, carbon-neutral practices, and more localized production to reduce environmental impact. For brands looking to become more eco-conscious, my advice is to start small but with authenticity—identify areas where sustainable changes can align with your brand values, such as switching to biodegradable packaging or offering recyclable containers. Transparency is key; consumers value honesty and will support brands that are clear about both their efforts and the challenges they face along the sustainability journey.
Kristin, thank you for sharing your invaluable insights with us. To wrap up, what's one exciting trend in the beauty and tech world that you're particularly enthusiastic about for the future?
One trend I’m particularly excited about is the rise of AI-powered personalization in beauty. From virtual try-ons to skincare diagnostics, AI has changed the way consumers engage with products, making recommendations more precise and personalized than ever. This technology allows brands to offer tailored beauty solutions—whether matching foundation shades through a smartphone app or creating custom skincare regimens based on individual skin analysis.