Despite loving makeup and always keeping an eye on trends, I used to be loyal to the classics. Think L'Oréal, Maybelline, Bourjois, MAC… the familiar, dependable names. Pixi Beauty? I barely knew it existed.
That recently changed thanks to one of my daughters,who, by the way, is a walking skincare encyclopedia and YouTube tutorial addict. She couldn’t stop raving about this stunning new highlighter from a brand I’d never tried. It wasn’t long before she showed me a series of videos from influencers who had received Pixi PR packages. Real reviews, real texture tests, no filters, no fluff. Two months later, we bought our first product together (technically for her, not me). But from the texture to the colors and even the scent, I was hooked.
Fast forward to a year later, and let’s just say our bathroom shelf is fully Pixi-fied. We’re now loyal customers and vocal advocates, not just because the products perform, but because the marketing felt personal. Their PR bundles go to creators who actually use the products and offer honest, hands-on reviews. No copy-paste ads. No awkward product placements. Just real skin, real results.
And we all know that breaking through the noise in today’s beauty industry is no small feat. Every scroll is flooded with GRWMs, unboxings, and “holy grail” product reviews. Yet somehow, Pixi Beauty manages to show up again and again, glowing (literally) on the faces of beauty creators, moms, college students, and professionals alike. Their secret? PR campaigns and an influencer strategy that’s as well-blended as their best-selling highlighter.
So in this article, I want to break down the magic of Pixi Beauty’s PR strategy and how they build trust through transparency, and how you can apply those same lessons to your next campaign.
So, what’s the goal of this article?
Let’s start with the brand itself. Pixi Beauty launched over 20 years ago in London with a mission that still holds strong today: to enhance your natural glow using skin-loving, botanical-based ingredients. Think rose water, vitamin C, glow tonics, and creamy highlighters designed to work with your skin—not just sit on top of it. It’s clean, gentle beauty with a purpose: to simplify your routine while giving you that effortless “just had a facial” look.
But what makes Pixi stand out in today’s ultra-saturated beauty world isn’t just their pretty pastel packaging or cult-favorite products, it's how they’ve built community through PR.
Their marketing isn’t celebrity-heavy or driven by big-budget splash campaigns. Instead, Pixi bets on the power of everyday creators, long-term relationships, and authenticity-first storytelling.
And honestly? It works.
When you look at Pixi’s PR strategy, it becomes clear that they’ve built something sustainable and smart. It’s about identifying creators who genuinely align with the brand, people who use the products, love them, and already share skincare routines or beauty content with their followers.
Pixi invests in ongoing relationships, not one-time reach. If you’ve followed any beauty content in the last couple of years, you’ve probably seen a Pixi “Glow PR Box” video—those beautifully curated pastel green packages that come packed with full-sized products, printed how-to guides, and heartfelt messages.
The real win? These boxes aren’t just sent to creators with 1M+ followers. You’ll see micro-influencers, skincare beginners, and content creators from all over the globe opening them. That kind of reach, and inclusivity, makes their campaigns feel human. Relatable. Attainable. Pixi proves that a creator with 8,000 deeply engaged followers can often move the needle better than a celeb with 8 million passive ones.
And for the creator? It feels like you’re part of something, not just checking a box on a product seeding spreadsheet.
It’s a smart move for any brand wanting to build credibility and community.
Now, the golden question: How do creators actually get on the Pixi Beauty PR list? As easy as heading to the Pixi Beauty Contact Us page, and scrolling to the section titled “Interested in Reviewing Pixi Products?”. There, you’ll find a direct link to an application form where you can apply to become a Pixi Beauty Ambassador.
That’s it. No hoops, no complicated vetting calls, no confusing email trees. Just a simple, transparent form.
If Pixi Beauty has a secret sauce for influencer marketing, it’s this: they put creators at the center of everything. Instead of chasing after fleeting virality or transactional deals, they’ve built a full-on ecosystem around what they call their Glow Gang, a hand-picked community of micro- and macro-influencers who live and breathe Pixi’s values.
Pixi is watching for passion, creativity, consistency, and authenticity. And once you’re in their world, they make sure you stay. Let’s break it down.
Pixi’s Glow Gang is a tight-knit creator circle that includes everyone from emerging TikTokers to established YouTubers, beauty bloggers, skincare educators, and even makeup artists.
This crew isn’t built for show. They’re invited to test new formulas before launch, receive early-access press kits, get exclusive sneak peeks, and most importantly, build a real relationship with the brand.
In return, they share their experiences with their audience in ways that feel personal, not promotional.
You’ve probably seen it in action:
One of the most standout parts of Pixi’s PR approach is how customized their influencer outreach is. In many cases, creators receive personalized notes, product selections based on their skin type or content style, and even custom-engraved items.
It shows a level of care that creators talk about in their videos, because it makes them feel seen and valued.
That personalization does more than build goodwill. It builds long-term loyalty. A creator who receives a tailored PR box is:
So, as an agency, if you're managing influencer partnerships for clients, here’s the takeaway: stop thinking in campaigns, and start thinking in communities.
Pixi doesn’t just hand out products and hope for the best. They invest in creators, many of whom become loyal ambassadors for years. Their Glow Gang isn’t a static list, either. It’s an evolving network of creators who grow with the brand.
This strategy gives Pixi three major advantages:
Want to know how this influencer-first strategy translates into real campaign results? In the next section, we’ll look at the PR mechanics behind Pixi’s launches, how they combine product storytelling, creator freedom, and digital excitement to make every drop feel like an event.
Each new launch is carefully planned to feel like an event, not just a release. And that’s where their PR mechanics shine. Rather than pushing products with hard sells, Pixi blends storytelling, community, and timing to build momentum. Here’s how they pull it off:
Pixi never releases a product in a vacuum. Their campaigns always highlight a problem-solution narrative, like skin dehydration or dullness, and pair it with skin-loving, glow-enhancing ingredients. The messaging is simple, targeted, and universally relatable.
For example, when they launched their On-the-Glow Blush, it wasn’t just another cream stick. It was a multitasking, on-the-go beauty solution for people who want to look fresh in seconds. The story was about feeling radiant without overthinking it.
Pixi trusts their influencers. Instead of strict scripts or staged posts, they offer flexibility. Creators are encouraged to speak authentically, whether that’s a GRWM video, a before-and-after skin transformation, or a TikTok showing off the unboxing in their own words.
This freedom makes the content feel real, trustworthy, and native to each platform, and that’s why it spreads.
Pixi knows how to build anticipation. Leading up to a launch, you’ll see creators dropping hints, teasing packaging, or casually referencing something “exciting coming soon.” They often seed teaser content weeks in advance to warm up audiences before the official reveal.
Then when the drop hits, it’s everywhere, on your feed, in stories, in GRWM routines, and pinned in highlight reels.
The result? A campaign that doesn’t feel like advertising. It feels like a hype wave. One that builds trust, sparks engagement, and drives real results.
If you've ever seen a perfectly timed Pixi Glow Tonic drop during the peak of “glass skin” trend season, that’s not a coincidence, it’s strategy in action.
They plan their PR gifting around seasonal skincare needs, trending ingredients (like niacinamide or glycolic acid), and cultural moments that make their drops feel like must-haves.
Seeding with purpose allows Pixi to create relevance. Instead of flooding creators with the same kits at random, they choose creators whose content style and skin goals naturally align with the product. For example:
Pixi’s selection process is about storytelling through the right voice. When a creator receives a product that naturally fits their style and tone, the post doesn’t feel forced. It feels like something they would have purchased on their own. The result?
Compare that to brands that mass-gift across irrelevant niches: skincare to fashion creators with no skin routines, or bold palettes to minimalist accounts.
Pixi might be a globally recognized name, but their campaigns feel like they’re speaking directly to you, whether you’re in LA, London, or Lima. This is thanks to their hyper-localized influencer strategy that still maintains their signature brand voice.
Rather than broadcasting the same campaign globally with one “hero creator,” Pixi partners with local influencers who bring regional flavor to the product story. For instance:
Pixi doesn’t just translate captions. They allow creators to reshape the message in a way that resonates culturally. That might mean:
This kind of localized authenticity translates into real traction:
Pixi’s local-global strategy proves you don’t need flashy A-listers. You need creators who can translate your brand story into their world, whether that’s a glowy skin tip in Spanish or a soothing toner review after Ramadan.
As we’ve seen so far, one of Pixi Beauty’s biggest strengths is making influencers feel like insiders, not just free product recipients, and this move is something you can easily do too! Instead of endlessly chasing creators, open the door and invite the right ones in.
That’s where our Casting Call feature becomes your not-so-secret weapon. What is this about, you are wondering, well…Imagine launching your next influencer campaign not by cold emailing or sending random DMs, but by publishing a beautiful, branded campaign brief with:
All wrapped up in a sharable link you can post in your bio, newsletters, website, or wherever your biggest fans already follow you.
Just like Pixi, you’re giving people a chance to opt in because they genuinely want to be part of your story. That means:
Think of it as the digital version of being discovered, except you’re the one setting the stage.
But that’s not all we can do for you, let me tell you why Influencity is a must-have for creator-led PR campaigns. So, if you’re dreaming of launching a PR campaign that generates the kind of buzz Pixi Beauty consistently pulls off, you’ll need more than spreadsheets and good intentions. Here’s how Influencity gives you that Pixi-level edge:
Our discovery tool lets you filter by:
So you’re not just finding creators, you’re finding the creators who fit your product and your audience.
Coordinate outreach, track product gifting, and see which creators generate the best content and engagement.
Need to know who posted? What the reach was? Who’s worth inviting again? You’ll have it all, right there in your Influencity dashboard.
Create branded campaign applications that scream: “This is the place to be.” Great for:
It’s like building your own ambassador pipeline, with less work and better data.
Our reports don’t just show who posted. They tell you:
Just like Pixi tracks which mailers go viral, you’ll know which parts of your PR push are making noise, and where to double down next.
No more spreadsheets, invoices, or chasing bank details. Influencity lets you:
Your finance team will thank you. Your influencers will too.
Our built-in campaign calendar helps creators stay in sync:
No more “Did they post yet?” Slack messages or email chains. Just clarity.
Pixi’s success shows what happens when PR meets creator care, consistency, authenticity, and results that last beyond the post. With Influencity, you get the platform that turns creator-first PR campaigns into a repeatable strategy.
From outreach to payment, and gifting to publishing, every part of your workflow, in one intuitive tool.