Taneesa Williamson With business as competitive as ever, it has never been more important for brands to invest in public relations (PR) to cut through the noise and generate buzz.
Simply put, PR is about managing your reputation and building strong relationships with both internal and external stakeholders. It could be that you were the first to adopt certain modalities or product lines in Australia.
To harness the power of PR in 2025, beauty and wellness entrepreneurs and the intrapreneurs within these businesses must focus on developing and growing their personal brands.
The era of the personal brand
Consumers are drawn to brands they trust and connect with, which is why more companies are showcasing the people behind them. Local examples include tbh Skincare Co-Founder Rachael Wilde sharing her business journey on TikTok and Saint Haven Owner Tim Gurner discussing his health journey in the media.
Personal brands have the power to sell products and services—and the best part? You don’t need to be a founder to build one.
Decide what you want to be known for
To solidify your reputation as an industry expert, begin by defining what you want to be known for. Your credentials and areas of specialisation provide the ideal foundation for building your authority.
Consider Australian skin expert Melanie Grant. Renowned globally as the ultimate authority on glowing skin, her name is synonymous with excellence. From high-profile clients like Lara Worthington to Victoria Beckham, she’s earned the title as the facialist to the stars.
So, what do you want people to think of when they hear your name?
Pitch perfect. Next, focus on crafting a compelling pitch. This could be an elevator pitch to share while networking or the key messages you communicate through traditional and social media channels. Let these questions guide you:
- Who are you?
- What do you do?
- Why do you do it?
- What’s your point of difference?
Identifying your point of difference or unique selling point is critical. Lean on any relevant experiences that have shaped your approach.
The same process applies to employees whose personal brand won’t just help the business they’re in now but will also set them up for future success. Intrapreneurs should highlight career-defining moments, such as training under a renowned mentor or having their work featured in magazines. Showcase anything that sets you apart and elevates your professional profile.
Social media, press and speaking opportunities
Generating buzz for your work is only effective if people have a way to stay connected and engage with you online. Make sure your social media profiles are established and optimised across the right platforms. With this foundation in place, you’ll be ready to connect with relevant journalists and showcase your expertise.
You could pitch a contributor piece on the latest biohacking treatment making waves in Australia or share your insights on a trending topic—like why the tan lines trend is problematic or how to achieve Hailey Bieber’s signature glazed skin at home.
If you are ready to take things seriously, a professional headshot is a must.
The importance of building (and maintaining) relationships
Think about the internal and external stakeholders in your work—team members, clients, suppliers, and your online community. Building and nurturing these networks will naturally lead to new opportunities.
Don’t overlook emerging or unexpected audiences either! Now is the perfect time to invest in PR. Whether you’re an employer or employee, developing a strong personal brand will set you apart and drive your success.
Everyone starts somewhere, so why wait? It’s time to position yourself as a leader, share your expertise, and make your mark on the world.
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