Digital PR case study · Beauty & haircare
How we built national coverage for a specialist haircare brand
A blend of active and reactive PR turned a dermatologist co-founder’s expertise into sustained, high-authority media coverage.
- 15+Publications
- 76–94Site DR range
- 2PR engines, run together
The results
The coverage
Sustained earned coverage across national and lifestyle publications, many of them high-authority (site DR 76–94). Each row links to the original article, with the outlet’s Ahrefs Domain Rating, whether the link is dofollow or nofollow, and the month the link was first recorded.
DR = Ahrefs Domain Rating (0–100). “First seen” is the date Ahrefs first recorded the link. Nofollow links from high-authority titles still build brand recognition, referral traffic and AI-search visibility.
The client
A haircare and curl-care e-commerce brand co-founded by a board-certified dermatologist. Real clinical expertise, a strong product range, but limited visibility in the mainstream and lifestyle press its customers actually read.
The challenge
Turn genuine dermatological expertise into recognisable authority: get the co-founder quoted as a go-to skin-and-hair expert, and earn the kind of high-authority coverage and links that build both trust and search visibility.
The strategy
We positioned the dermatologist co-founder as a credible, quotable expert, then ran two engines side by side:
Answering journalist requests
Fast, accurate expert commentary on the skin- and hair-care questions journalists were already writing about, showering frequency, grey hair, ice rollers, blue-light skincare, razor bumps, postpartum hair loss and more.
Pitching our own angles
Proactive, trend-led stories tied to what was in the news, from a David Beckham hair transformation to loofah alternatives and the best hand soaps, pitched to the right desks.
The outcome
The co-founder became a repeatedly-cited expert, a genuine signal of go-to authority, with the brand named across mainstream and beauty press. The programme built a portfolio of high-authority backlinks that strengthen domain authority and branded search over time.
Client anonymised. Figures reflect earned coverage and link data; publications are credited, not affiliated.
What it shows
Consistent reactive commentary compounds, the more you're quoted, the more you're asked. Pairing it with proactive, trend-led pitching is what lands the bigger features. Together, they keep coverage coming.
What clients say
Trusted by the people behind the coverage
“HealthSpark got us quoted and featured across 15+ beauty and lifestyle titles we never imagined we'd reach, real editorial coverage, not paid placements. The backlinks lifted our search visibility, but it's the credibility of being cited as experts that changed how customers find and trust us.”
“In healthcare, credibility is everything. HealthSpark turned our clinicians into quoted experts in the national health press and built the kind of authority a generalist agency simply can't. It's brought real visibility, and new patients who found us through that coverage.”
Client testimonials, shared with permission and kept anonymous at our clients' request.
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