Public Relations

The Client:

Wabi Sabi is a London-based wellness brand founded by Jo Wallace, crafting small-batch, cruelty-free, and natural botanical skincare and candles. Named after the Japanese concept of embracing imperfection, Wabi Sabi sees skincare as an act of appreciating our bodies.

The Brief:

Having just launched, Wabi Sabi needed PR support to get the brand in front of the right audiences quickly. The key objectives were to raise brand awareness, drive early interest from beauty enthusiasts, grow their mailing list, and build the SEO foundations of a brand new website.

Our Approach:

With the project kicking off towards the end of the year, we identified a clear and timely opportunity: Christmas. Gift guides are one of the most-read formats in the beauty and wellness space in the run-up to the festive season, and Wabi Sabi's products — beautifully crafted, natural and giftable — were a natural fit. We focused our outreach on securing placements in Christmas gift guides and new year wellness round-ups, targeting publications whose audiences aligned with conscious beauty consumers.

Alongside editorial coverage, we placed a deliberate emphasis on securing backlinks. As Wabi Sabi's website was brand new, building its domain authority was essential to long-term discoverability. Every pitch was crafted with SEO in mind, targeting blogs and online publications that could deliver both audience reach and meaningful link equity.

The Results

In just three months, we gave Wabi Sabi a strong and credible start. Our campaign generated an estimated 29,500 views and 59 engagements across 12 pieces of coverage — 8 of which included backlinks, directly improving the brand's searchability and laying solid SEO foundations for future growth.

From Valentine's gift guides to winter wellness round-ups, Wabi Sabi was showing up exactly where its audience was looking.
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