Beauty, Wellness and Lifestyle
Earned press, creator partnerships and retail moments for Black-owned and Caribbean beauty brands, run out of Brooklyn. We place founders, not just products. #CurlFest 2026 metrics.
Campaign for us is defined as all hands on deck, and all systems go, with one explicit mission: to convert attention to awareness, awareness to relevance, and relevance to consideration.
We have one service:
Everything else is how we deliver it.
CurlFest's co-founder and CEO in the chair on New York Living, a morning show a few hundred thousand people have on while they get ready. Not a mention in a roundup. A segment, with her name on the lower third and the festival key art behind her. That is what attention looks like when it is bought with a story rather than a media budget.
Attention fades unless it attaches to something. We put Dr Corey Black of SmileSpace alongside Philips Sonicare, a name every patient already trusts. Borrowed recognition, returned as his own. In Brooklyn and Harlem he stopped being a dentist with a practice and became the dentist people name when the subject comes up.
Golden Krust's marketing chief across the table from Marie Driven on Hot Ones: Caribbean Edition, produced by Tempo TV with Playbook MG. A format the audience already watches for fun, in a language the audience already speaks. Nobody sat through it because it was an ad. They sat through it because it was good, and the reason Golden Krust is still a staple came out on its own.
GirlBuild put a face to a trade that had been describing itself in statistics. Once people could see who was in the room, the asks changed: sign up, sponsor, send my daughter. That is consideration. Not a follow, not a like. A decision someone is now prepared to make, and a shortlist you are on.
The only number that matters here is consults booked. Press and creator work are the inputs; the patient funnel behind them is what converts, and most clinics have never had anyone look at both together.
This is marketing, not medicine. We write about the practice, the founder and the patient experience. We do not write clinical claims.
Clients include Goals Plastic Surgery, Belle Spa, Q.D.B.S & Esthetics Academy, Charles Medical Group, SmileSpace and Bella Body.
Founder-led beauty lives or dies on whether the founder is visible. We place the person as well as the product, because a shelf full of competitors makes the story the differentiator.
Retail timing, creator seeding and press are planned as one sequence rather than three separate budgets.
Clients include CurlFest and Curly Girl Collective.
Supplements, hydration and functional products, where the category is crowded and the claims are regulated. The work is finding the cultural angle that a lifestyle desk will take without touching a health claim.
Clients include Suplmnt, and Music Brings Life, the non-profit building sickle cell awareness through music culture.
Yes, and it is one of the fastest growing parts of the practice. Goals Plastic Surgery, Belle Spa, Q.D.B.S & Esthetics Academy, Charles Medical Group, SmileSpace and Bella Body are all clients. The work is marketing and press. We do not write clinical claims, and we will push back on any brief that asks us to.
Consults booked, not followers. For Goals Plastic Surgery that meant splitting the channels by job: a Facebook group built for people researching a procedure, and Instagram left free to do attention. A group of engaged researchers is worth more to a surgical practice than a follower count. Reach is the input. The consult is the outcome.
They are who we know best and where the relationships run deepest, from CurlFest to founders across Brooklyn and the diaspora. We work outside that too. The reason founders come to us is usually that their brand is cultural and their current agency treats it as a demographic.
Monthly retainers, scoped to the number of markets and whether the engagement includes the funnel work or only the press. For a clinic those are two different jobs and two different numbers, and conflating them is how a retainer ends up buying reach that never reaches a consult.
Attention, awareness, relevance, consideration. Most brands lose it at one of the four.
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