In a May 20 post on TikTok as part of her “Founder Diaries” content series, Poom Cosmetics founder Irene Ham recapped a meeting she had with an unnamed public relations agency in which the agency quoted her a rate of $2,000 a month, too much for her baby brand’s budget. The PR agency also mentioned that, to be considered by retail buyers, brands need to have a distribution center, brand deck and around 100,000 social media followers per platform.
Curious if the agency’s rate is widespread, and its breakdown of retail requirements is accurate, for this edition of our ongoing series posing questions relevant to indie beauty, we asked 10 public relations professionals the following: Do you think the figure Ham was quoted and the social media threshold for retail are correct? If not, what is more usual for a PR fee, and what may be required for a brand’s social media following? What should brands expect from PR in terms of what it can deliver when they first sign up for it? Are those expectations different from what you would have said last year or the year before?
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Stephanie Scott-Bradshaw Founder, First and Last PR When it comes to PR and social media marketing rates, brands should view these professional services as an investment, much like hiring a seasoned employee. You’re not just paying for press mentions or influencer outreach. You’re investing in strategy, positioning and the deep industry relationships that move the needle.
Unfortunately, some of the figures being circulated today are based on outdated benchmarks. While nearly every industry has seen rate increases in the past 25 years (hello, eggs!), PR is one of the few where pricing conversations can still feel stuck in the early 2000s. The truth is, the market has evolved and so have many professional agencies. For mid-sized companies looking for full-scope PR services, starting budgets of $10,000 to $15,000 per month are not uncommon, especially if results are expected quickly or in competitive markets.
For indie brands, the challenge is real. You may not have the budgets yet, but you still need traction. That’s exactly why we created the First and Last PR Indie Brand PR Accelerator. It’s a tailored specifically for early-stage beauty and lifestyle brands, with entry packages starting at $1,500 and $3,500. These are customized programs that fit emerging brands needs and budgets, not full-service retainers, but they provide high-impact visibility, a taste of working with a seasoned agency and a strategic roadmap for growth. We don’t limit our services based on follower count, but do offer a variety of ways to help your brand grow.
What should brands expect when they sign up for PR, influencer program management or social media marketing? Honest guidance, compelling storytelling and consistent visibility. PR won't instantly "blow up" a brand, but it will lay the essential groundwork for awareness, credibility and customer trust.
And, no, this hasn’t changed dramatically in the last year or two, but what has changed is how savvy consumers and editors are. You need more than a great product, you need a great story and the right team behind it. That’s where we come in.
- Jaime Maser Berman Founder, Maser Communications.
Retainer fees vary pending a multitude of factors—scope of work and level of outreach (national versus local or regional), where the publicist is based (in other words, NYC area based publicists/agencies pricing are far different than those in other cities), years of experience, agency size, etc. I for one don’t know anyone (individuals or agencies) charging $2,000 a month in this day and age.
On the lower end of fees, I’ve heard more along the lines of $5,000 to $6,000 per month, and this can go upwards of $30,000-plus per month depending on your agency. The sweet spot I’ve heard for agencies servicing a client with a full team on a fleshed out scope of work is more in the $12,000 starting point. PR can be prohibitively expensive, and its cost is not for every brand out of the gate, understandably.
In terms of social media following, I’ve worked with brands that have landed retail interest and partnerships with far smaller numbers than 100,000 per platform. When I say far smaller, I mean less than 20,000 on IG. Social following is one spoke of the wheel. There’s so much else for consideration like branding, voice, accolades and awards, editorial coverage, notable fans, industry connections, etc.
I say on every new business call I have: PR is a slow burn and a slow build. Sure, you might have incredible traction and wild amounts of earned media coverage out of the gate with your PR partner, and you may have a moment where sales spike thanks to an incredible earned placement on a national broadcast morning show or via a celebrity who organically mentions your product, but PR is one part of a multipronged consumer purchase decision cycle.
You also need a true point of difference in your positioning and messaging, compelling packaging that draws someone in, competitive pricing, inclusivity, brand values, a strong retail presence (DTC, Amazon, in store), social media and marketing that appeals, etc.
You can—and should—expect a ramp up period while your comms team gets acclimated and up to speed on your business and brand, including an asset audit of all press materials and visuals and mailer materials, and the development process for what’s missing. This ramp-up period can range from a couple of weeks to over a month. If the business is in pre-launch mode, the creation, development and production of assets will take up the bulk of the beginning of the project for your publicist, well before pitching can even begin.
You can—and should—also expect your publicist to be seeding a lot of product. Trial is everything, and getting your product in the hands of writers is a nonnegotiable. There will likely be some quick hits that come care of great relationships your comms partner has (you are paying for their expertise and relationships), but you have to understand that storytelling takes time, award and accolade submissions and wins take time, setting up meetings take time, and every little mention or link you garner along the way matters when it comes building awareness.
There’s been a serious shift in the last 10 years. It’s a crowded marketplace, and whatever was considered white space is now likely gray, so it’s important to be realistic about what is possible for the business when it comes to PR. Expectation management between client and PR partner and confidence that you’ve entrusted your business in the right partners’ hands is paramount. Relationships have always been clutch when it comes to standout publicists and communications specialists, and now more than ever, it’s important to maintain those.
In the past few years, commerce is what keeps the lights on when it comes to the media landscape, so media lists are almost equal parts commerce writers and editors along with the more traditional print and digital beauty contacts. Working with a brand that has a strong retailer connect (Amazon seemingly reigns supreme) and/or hefty affiliate commission rates for DTC to help you compete with what’s out there definitely helps.
Brands always want those big standalone storytelling moments, but those are few and far between now, and the listicles and shopping stories and SEO-friendly phrases (think: waitlist of 5,000 people, TK celebrity loves TK product, fill in the blank ingredient) are what’s driving site traffic (and bringing in revenue to publishing houses via affiliate links).
In the heyday of media, there was more of a standardized playbook for PR, but all of that has changed with the onset of affiliate/commerce, content creators, conglomeration of publishing houses, copious amounts of staff writers gone freelance, proliferation of podcasts, Substack, streaming shows, etc.
People are still craving and consuming content, but it’s in a different way. So, as a communications specialist, it’s important to stay relevant, and that means being nimble, flexible and creative with your pitching and your targets. As a brand, it’s important to let your publicist think outside the box and present and pitch different touch points to reach consumers, who ultimately may convert to your community and your customers.
- Alyssa Rotunno Founder, Studio AR PR
A $2,000/month PR fee is actually on the lower end, though not unheard of, especially if it's a solo consultant or a boutique agency offering limited deliverables. Ultimately, it comes down to what’s included: Are you getting monthly strategy calls? A dedicated media list? Ongoing pitching? Event support? You really can’t determine whether a fee is “fair” without a deeper understanding of the agency’s structure, the scope of work and the level of support the brand truly needs.
Things like having samples ready to go, a strong founder story or expert bios and clear goals can also impact on the pricing. PR fees vary wildly depending on agency size and services, but, for an emerging brand, a starting range of $3,000 to $8,000/month is more typical for a reputable partner. If you're looking at a full-service agency with event capabilities, influencer coordination and top-tier media access, expect to pay more.
It’s crucial to manage expectations when first signing on with a PR agency. No matter what anyone promises, coverage doesn’t happen overnight. The first one to three months are foundational and should be spent building the strategy, drafting press materials, identifying angles and forming relationships with media. Reporters need lead time, context and trust, and good PR is never transactional.
Yes, early press hits can happen, especially if there’s timely news or a product launch, but, in general, it’s a gradual build. Think of the early days as groundwork for sustained, meaningful visibility.
The media landscape has shifted dramatically, and continues to do so. Editorial teams are leaner than ever, and with a flood of freelance writers and fewer guaranteed outlets, the competition is fierce. Landing a story isn’t about just sending a press release anymore. It’s about having the right relationships, a sharp narrative, and a pitch that cuts through the noise.
Plus, media outlets are overwhelmed with beauty brands that often look and sound the same. Success today is built on a thoughtful, long-term strategy. Quick wins are rare, and, when they happen, they’re the result of a lot of legwork behind the scenes.
- Kilee Hughes Founder and CEO, Six One Agency
PR is just one piece of a brand’s larger ecosystem. Before investing in it, brands need to think holistically: What does your product pipeline look like? Do you have your distribution in place? Is your affiliate infrastructure ready? Do you have compelling creative assets? These are the foundational elements that allow PR to work. We often see founders jump to PR as a quick fix, hoping for immediate buzz or retail placement, when, in reality, PR works best as an amplifier after the foundation is solid.
In terms of fees, they can vary. Yes, some boutique agencies start around $2,000/month, but even that number is meaningless without understanding what’s included. Is the agency providing media relations only, or are they also helping with strategy, events, partnerships, influencer coordination and affiliate integration? A thoughtful PR partner will tailor the scope to your stage and goals, not deliver a cookie-cutter package.
As for requiring 100,000 followers per platform to be considered for retail, that is not necessarily true because it really comes down to traction. Retailers are looking for signals of momentum: customer reviews, sell-through data, social proof, editorial buzz and backend readiness (reliable fulfillment, scalable operations, strong margins, etc). I’ve worked with many brands with under 100,000 followers who’ve landed shelf space in major retailers. This is not because of social media followings, but because they had a compelling story, a unique product and a clear point of view.
I think expectations around PR have definitely evolved. Editorial is more integrated with commerce now as affiliate marketing matters more than ever, and media placements often require that backend structure to convert. But one thing remains the same: PR is about relationships, not just with editors or influencers, but with your audience, your values and your long-term vision. A good agency should help you navigate the entire landscape, not just pitch a press release.
My advice to emerging brands would be, don’t rush it! Focus on building a business that’s operationally sound and emotionally resonant, then find a PR partner who can help you tell that story with credibility and care.
- Kathy Pape Founder, Pape PR
Retainers can vary quite a bit, and it really depends on the size of the agency, if you are hiring an independent publicist and what services you are looking for. As a boutique firm, Pape PR can provide leaner, high-impact media strategies that deliver the same, if not better, results than larger firms, but this retainer sounds very low. For context, retainers for new or emerging brands typically start around $5,000 to $8,000/month for boutique firms and can go up to $15,000-plus for larger agencies.
Securing media coverage is harder than ever these days, and agencies need to have enough time and resources to be able to execute a successful strategy. Layoffs at media companies have left editors stretched thin, so they have to cover more stories with fewer resources.
There are also more brands than ever before competing for this shrinking editorial space. So, even if a product is great, it can be hard to break through unless the brand is affiliate-ready, visually compelling, tied to a larger trend and has a compelling media strategy.
When a brand starts a public relations campaign, the first few months are foundation building as you work on key messaging, make sure the affiliate program is in place and introduce the brand to editors. By month three to four, you should start to see early placements if you have a competitive affiliate strategy, and by month six, you should start to see more consistent momentum as media relationships strengthen.
A few years ago, you would have seen more immediate coverage as many outlets reported on new brands and launches, but publishers now rely so heavily on affiliate revenue that editors are often required to prioritize products they can link through Amazon, Skimlinks, etc. Coverage has shifted away from new brand and product announcements and toward established hero products that consistently generate affiliate revenue.
As for breaking into retail, you want to have an engaged social media presence, but there’s no magic number of followers a brand needs to launch with a retailer. We’ve worked with brands that have fewer than 100,000 followers that have launched with the most prestigious retailers because they have a good media presence, compelling products and a clear story. Brand identity matters more than vanity metrics.
- Mary Li Senior PR and Influencer Manager, Fable and Mane
Fees typically vary depending on the scope of work and the brand’s goals. I’ve seen minimum fees for a new brand or client start in the $3,000 to $5,000 range. If a brand is seeking a comprehensive 360-degree strategy, including traditional press, influencer marketing, managing partnerships and events, fees will naturally be on the higher end. However, if the focus is solely on media relations or brand awareness through earned press, the fee mentioned sounds within range.
While a strong social presence can help signal brand momentum, retail buyers prioritize a mix of factors, including sales performance, product differentiation, market staying power and customer engagement over follower count alone. I’ve seen many successful brands enter major retailers (Sephora, Ulta, Neiman, etc.) with fewer than 100,000 followers by demonstrating compelling storytelling and clear market demand.
Brands should expect a long-term, relationship-driven strategy when they first sign up for PR. PR is not an overnight solution. It’s about building credibility, visibility and brand love over time.
At the start, that might look like refining messaging, developing strong brand storytelling, identifying your key media targets and seeding product to relevant editors and tastemakers. It will take time for those targets to test the product as well, so be patient!
It’s a slow build, but you must trust your PR partner. They’re the ones with the industry experience and the relationships. But even with the best efforts, timing doesn’t always align. The media landscape is incredibly competitive right now, and editors are inundated. That said, with time and consistency, your PR team can find the right opportunities and advocates for your brand. Give them room to execute strategically and build meaningful momentum.
Early wins could include digital placements, inclusion in roundup features, first-look opportunities for launch announcements, and building authentic relationships with both press and influencers. But the key word is momentum. PR should be viewed as a consistent drumbeat, not a quick spike.
The fundamentals of good PR, including strong storytelling, relationship-building and brand differentiation haven’t changed. What has evolved is the landscape. Editors are wearing multiple hats, print is shrinking, and influencers now play a crucial role in brand discovery and credibility.
What I’d say differently now is that brands need to be more agile and integrated in their approach. You can’t silo press, influencer and partnerships anymore. They need to work together to tell a cohesive story. The line between editorial and content has blurred, and brands need to show up across touchpoints with intention and consistency. In other words, PR still delivers, but how we define success today includes more than just press clippings. It’s about cultural relevance, community and building long-term brand affinity.
- Marissa Pressey Founder and CEO, Wren PR
In regards to the $2,000 fee, I have lots to say about this and will try and keep it short. During the pandemic, many agencies lowered their rates for PR, which ended up hurting freelancers trying to make a living.
I started out freelancing and we had no choice but to lower rates just to make a paycheck, but maybe offered more expertise than someone else. It was hard, and sometimes can be hard as an agency owner when clients were paying lower rates or quoted lower rates at another agency, when I believe in my and my team's work and how successful we can be for a client. We make proposals per client based on their budget and goals. However, without disclosing my rates, we don't offer packages starting in that range because we manage both public relations and affiliate marketing for clients.
I also believe in the saying, "You get what you pay for." We set up those expectations upfront that a client's retainer cost is based on the scope of work within their budget, and, if they only have $2,000, then the scope of work is much lower than a $10,000 paying client. My business development manager and I spend a lot of time working together on the best rate for the client after doing a discovery call to help meet the client's expectations within their budget and based on what I know my team can deliver.
My expectations have not changed from last year, In fact, they have grown and the clients we represent are based on referrals because of our reputation. We make sure we are a good fit for the client as well and look for long-term relationships to help be an extension to the client's team.
We want to help grow the brand's revenue and build brand awareness so it's a success story for us and the brand. I would recommend brands spend time doing their research and be willing to pay for the right fit, whether that's spending $2,000 or $10,000. Regardless the budget, the right agency will help exceed your goals and expectations.
At Wren PR, since we do affiliate PR, we won't take a CPG client not on an affiliate network or willing to have us help them onboard affiliate. You can't earn press without affiliate marketing. It's 2025 and that's how publishers make the money to keep the lights on!
- Sara Spiegel Founder, With Sara PR
$2,000 sounds very low for a retainer these days. My retainers haven’t been that low since my first years as a freelance publicist, so about eight years, and I was only offering that fee to build my portfolio and get my foot in the door, if you will.
I’ve had/have clients with less than 100,000 followers who are in major retailers like Target, Sephora, Credo, Walmart. Perhaps a higher follower count has become an appealing prerequisite in the last few years, but I don’t think it is or should be a deal breaker. Community, engagement, positive reviews, founder appeal, press on traditional mediums (digital publications, print, TV) are all taken into consideration.
Emerging brands don’t always have the resources to invest in a publicist, social media manager and marketing agency. You follow the channel(s) that produce an ROI and put resources there, but, most importantly, invest in high quality products and the customer’s experience like a user friendly website, packaging and customer support.
I'm not suggesting one should neglect social media, but I’m not sold on it being the most important factor. A high follower count might intrigue someone to try a brand or jump on a trend, but will they keep coming back? Followers do not equal revenue. Most companies out there don’t have millions in funding or a celebrity face behind them. Those are unfair advantages.
My agency is definitely rooting for the underdog because they are making wonderful products and need champions, too. I’ve watched small brands become big brands because they have great products, and, when coupled with a PR team who believes in them, the big retailers find them.
The majority of beauty brands I’ve represented started with fewer than 100,000 followers, and each was approached by a big retailer, and they’ve all landed the account. I know the press page in their decks played a role in landing the retail partner. So, If 100,000-plus followers is the new norm, then big retailers are going to miss out on emerging gems because they’re only worried about their bottom line- prioritizing their own visibility through another brand’s platforms.
- Kerry Haggerty Public Relations Specialist
I think that the fee is definitely correct. Many brands don't understand that PR is all about relationship building and reputation management and does not always correlate to sales or immediate press hits. It's a building block game and, especially for a new brand, it takes at least three months to build up that momentum of introducing the brand to the media and engaging their interest by getting the product into their hands or allowing them to try the service (whichever it might be).
With that said, the budget of $2,000/month allows PR pros to not only begin pitching, but also monitor where competitors are being covered, build target lists and put together a killer strategy focusing on the brand's goals and ensuring that everyone is on the same page in terms of messaging. PR pros need to be compensated for their time in creating a plan for the brand, conducting the outreach and then continuing conversations and facilitating opportunities. There are also so many platforms out there today that allow PR pros to do their job more effectively and unfortunately require payment. When you're investing in PR, you're investing in the knowledge, experience and relationships that the person or agency you've chosen brings to the table.
When it comes to social followers, I'm not sure that I agree. Having a large social following definitely helps, but it doesn't mean that it's impossible for brands that don't have a large following to garner traction and press hits. If a brand has an excellent product, it's more important to get that into the media's hands.
And, in today's world, affiliates are key. If the brand is on affiliate platforms, that helps with product round ups and features even more so than social following. However, brands do need to invest in both because consumers and media do look to social to not only check out a brand but to stay engaged with a brand.
- Erica Gutierrez Beauty and Wellness Publicist
A $2,000/month retainer is definitely on the lower end for PR, but it’s not unheard of, especially for boutique firms or freelancers working with early-stage indie brands. That said, for full-service PR support (strategy, media outreach, reporting, influencer coordination, etc.), most agencies start closer to $4,000 to $7,000/month, with more established firms charging even higher.
The 100,000 follower benchmark for retail consideration? That’s not a hard rule, but it does reflect a trend. Many retailers are paying closer attention to social proof. Strong followings, high engagement and a clear brand community can help tip the scales.
However, I’ve seen brands with far fewer followers land retail deals based on a combination of things: great product-market fit, sharp branding, strong press coverage and a compelling founder story. It’s not just about numbers, it’s about perceived momentum and customer demand.
Many new or small brands start PR when they have a strong brand identity and product-market fit, not necessarily when they’ve hit a follower milestone. PR can help drive those things. Fees vary widely, but, for new brands, a typical range is $3,000 to $6,000/month. Some start with short-term projects or seasonal campaigns to test the waters.
As for social presence, having consistent content, a recognizable voice and a growing community is more important than any magic follower count. That’s what helps PR teams pitch your brand authentically and align it with trends or stories in the press.
When they first sign on with PR, brands should expect strategic messaging, media pitching and thoughtful positioning, not overnight viral hits. The first few months are often foundational: Laying the groundwork, building relationships and creating consistent visibility. Results build over time, and early wins often look like digital mentions, newsletter callouts or influencer interest.
Expectations have changed in the past few years. A few years ago, brands may have been happy with “as seen in” logos and glossy editorial features. Now, they want PR to help drive conversions, community and sometimes even influencer partnerships. The line between PR, social and marketing is blurrier than ever, which means PR needs to be more integrated, strategic and data-aware.
If you have a question you'd like Beauty Independent to ask PR or other beauty industry professionals, please send it to editor@beautyindependent.com.
