What were some of the biggest challenges you faced when you were first starting out in your career, and how did you overcome them?

Nicole Pearl: When I started out as a journalist, it was a competitive cut-throat environment that required long hours and a lot of unglamourous tasks. My life very much mirrored “The Devil Wears Prada.” Through this experience I learned that I’ve got grit, an important ingredient you need as an entrepreneur, and that I’m solution orientated, always finding a way when others may give up.

How have your personal values shaped your career and the way you approach beauty and wellness?

Nicole Pearl: Transparency is essential to me personally and professionally, which is why is it one of my core brand values. Rather than believing everything I’m pitched, such as the supposed benefits of the latest trending ingredient, which can sound really cool, I go beyond the surface to ensure the promises deliver. The same applies when I support indie beauty and wellness founders. I provide insights and strategies that are essential in the current climate so your messaging and visibility efforts convert to features, awareness and sales.

Numerous brands find it challenging to establish a distinct voice. What strategies did you use to differentiate “The Beauty Girl” in a highly competitive market?

Nicole Pearl: My mantra is “Beauty Shouldn’t Be a Bitch.” I have a very specific point of view and have stayed loyal to this even as trends have evolved. While people were sharing 30-minute skincare routines during Covid, I did not adopt or promote a 15-step routine. Rather, I stayed true to my point of view. The same applies to my work as a PR & Media coach for indie beauty and wellness brands. I’ve adopted my mantra for this business to be “Beauty Shouldn’t Be a Bitch…and Neither Should Getting on TV.” Using my 20+ years in media, I provide access and strategies that empower you to own your PR and bypass the gatekeepers.

How do influencers contribute to brand PR today, and in what ways can brands work with them in a genuine manner?

Nicole Pearl: Influencers can provide exposure to untapped audiences, and they can help a brand get a quick sales bump. However, brands need to evaluate more than just metrics when determining if it’s the right influencer partnership. For example, an influencer may have a lot of followers, but if the influencer has not fostered a community with high engagement, then you shouldn’t expect a big ROI from that partnership. In addition, it’s imperative that the brand and influencer have aligned values and that both share a similar target demographic.

With so many new beauty brands emerging, what’s one key factor that helps a product stand out in such a competitive industry?

Nicole Pearl: Being a sustainable or clean beauty brand is not enough in 2025. It’s expected. Storytelling and building your personal brand as a founder and thought leader in connection to your brand will set you apart. This is why I teach founders and brands how to show up on social media.

Do you see any gaps in the industry that you think brands or creators could explore more?

Nicole Pearl: I think the 40s-plus age group, which has been dismissed for so long, is now being seen. More beauty brands are emerging that are addressing the needs of mid-life women with a positive spin. Rather than market themselves as “anti aging,” we will be seeing more “pro aging.” Rather than pretend that menopause doesn’t exist, we are seeing beauty brands that are formulated specifically for women going through this life transition.

How do you see technology, such as AI influencing the beauty and wellness industry in the next five years?

Nicole Pearl: I see AI being used as a customization tool. It will get easier to “try on” cosmetics, for example. AI will also help consumers sort through all of their options to more easily discover the product that best suits their specific needs based on a variety of factors such as their budget, skin issue, eye color, etc.

Connect with Nicole Pearl on LinkedIn

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