WHO WE ARE

Foundation is a communications firm building great beauty brands. We are known for launching and scaling the industry’s most recognizable brands, disrupting categories and transforming culture in the process. 

Our headquarter is in New York with offices in Los Angeles and Miami. 

We know beauty, and know it well. 

Foundation provides communication services that beauty brands need for strategic impact. Our integrated team works across public relations, affiliate marketing, influencer marketing, VIP relations, and experiential eventing to tell powerful stories.

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We believe in our brands and the people behind them. Since 2018, we’ve introduced brands like Hero Cosmetics, Briogeo, Nécessaire, Patrick Ta Beauty, and Homecourt to the market – telling impactful stories and leading categories such as bodycare, haircare, color cosmetics and more.

In the fast-paced world of beauty, we stay attuned to the industry.

We adapt and expand our resources and service offerings to provide expertise across all disciplines. As the media landscape diversifies, so do we. We build brands that last, starting with a solid foundation.

Learn More →

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  • “If you’ve heard of Hero Cosmetics recently, it’s largely because of the Foundation team. They’ve been crucial to our earned media strategy and great thought partners, especially during the changing landscape of the media/PR world. The have a deep bench of skilled PR professionals who are now essentially part of our team. We love working with their team.”

    JU RHYU

    HERO CEO & CO-FOUNDER

  • “Foundation is best in class and has been instrumental in launching Homecourt and establishing the brand as a differentiated (and award-winning) collection of beauty products for the home. Foundation operates as an extension of the Homecourt team, handling all PR, influencer mailings, and affiliate marketing end to end. In addition to this day to day management, Kelly and team are thought-partners for me, providing valuable strategic insights from their years of experience and all-star relationships. Their expertise is unmatched!”

    SARAH JAHNKE

    HOMECOURT CEO

  • "Foundation has helped shape an entire industry pioneering a successful path for me."

    MICHELLE PHAN

    CREATOR & EM COSMETICS FOUNDER