Ciara Palfreyman
"PR is all about relationships. It’s a soft power, and it can’t be replaced by AI. PR is about building trust through authentic storytelling. AI can’t take an editor to lunch. PR is human - and that’s why I love it."
In today’s online beauty landscape, where trends shift overnight and authenticity drives customer trust - balancing brand storytelling and the role of PR communications has never been more powerful.
—
Farrah joined our Beauty PR team three years ago and now leads PR for LOOKFANTASTIC. With a career journey that’s taken her from make-up artistry to leading PR for one of the UK’s biggest online beauty retailers, she brings a wealth of insight into the evolving beauty landscape. Her experience spans across leadership, brand perception, and the importance of building trust in a fast-paced industry.
Whether managing a last-minute media challenge or delivering a high-impact campaign, Farrah’s focus remains the same: keeping LOOKFANTASTIC top of mind for both press and customers.
We sat down with Farrah to talk about her PR journey, how the industry is shifting, and why trust - not just buzz - is shaping the future of brand communications.
—
What does a typical day look like for you in your role in PR?
I currently manage a small but busy team - recently, the events team became part of my remit, and I’m now working closely with our brilliant Senior Events Manager and her team.
I don’t really have a “typical” day - it varies constantly. Some days, a high-priority task arises that demands full attention.
LOOKFANTASTIC is a huge retailer with over 600 beauty brands, so we’re constantly juggling multiple campaigns at once. One constant, though, is our daily PR sweep. Before coffee or anything else, the team checks the media - what’s come in, what’s trending, any good or bad news - and we share it internally so we’re always on top of things.
From there, the day could go in any direction. The team pitches to press a couple of times a week depending on campaign timings. Right now, we're gearing up for the launch of a new trend report, set to release in the coming months - and of course, Christmas! This year marks 10 years of the LOOKFANTASTIC Advent Calendar, so it’s set to be an extra special one.
Can you tell us about any recent events the PR team has been involved in?
Most recently, we hosted an influencer and press experience at the second night of Beyoncé’s Cowboy Carter show at Tottenham Hotspur Stadium. We kicked off the night with a ‘Get Ready with LF’ event with influencers Sophie Habboo, Lottie Tomlinson, Ella Thomas and Melissa Tattam at the Penthouse suite at NOBU.
I love getting involved in the team’s creative ideation throughout the whole journey - from the “get ready with me” to “get unready with me” moments. We want people to feel they’ve had a full LOOKFANTASTIC experience, from start to finish.
What inspired your career in beauty and PR, and what’s kept your passion alive?
Whenever I am asked this question, I always say my first words were “lip stick” - not even “Mummy!” - I’ve been obsessed with beauty for as long as I can remember. I grew up without exposure to the industry beyond retail, so my first job was at a beauty counter. I knew I wanted more but didn’t quite know what “more” looked like.
Coming from a working-class background, I didn’t have the network to guide me. I applied to internships at Vogue and Glamour - unpaid, of course - and still have the rejection letters. Back then, there was no social media, no visibility of the beauty industry’s career paths. So, I just found my own way.
Eventually, I became a freelance makeup artist. I worked on music videos, Bollywood films, even a Craig David music video. One day, I met a fellow MUA with an insane kit - all NARS products - and she told me PR sent it to her. That was my lightbulb moment. I knew I had to get into PR. But it was hard. The industry was very London-centric, very white, very well-connected. I had none of that. It took me much longer than my peers to break in, but I did - by working five times as hard and proving myself constantly.
Do you think the industry has changed in terms of access and inclusion?
Yes, PR has definitely improved but still has a long way to go. When I started, I was often the only woman of colour in the room. As social media grew, it helped me connect with others - Asian and Black women asking, “How did you get into this?”. So I went into my old university, talking about what I do and how it’s an option, trying to open the door for others. Now, I’m definitely seeing more diverse representation in PR.
Was there a moment where you felt like you’d truly broken through?
Honestly, only since joining THG have I felt like my authentic experiences are valued. I’ve worked in many places, but this is the first time I’ve felt like I belong. There’s no leadership divide here, no big separation between leadership and everyone else. It’s the kind of place where people greet the CEO like they would anyone else.
Can you share a defining or challenging moment in your PR career?
A challenging moment in my PR career happened while I was working in Dubai for a luxury retail and hospitality group. On New Year’s Eve, during our biggest event of the year, a major fire broke out at a nearby hotel - right in view of our venue.
I had never been in a situation like this, and our guests were stuck trying to reach us, a team member had a loved one inside the burning building, and I had to manage both personal concern and a professional crisis, with senior leaders unreachable due to time zones and having their own celebrations.
Alongside the General Manager, I focused first on helping people get to safety, then quickly assembled a crisis comms team. We worked with Civil Services to issue timely updates via WhatsApp and Instagram, ensuring our community was informed and reassured. I didn’t sleep that night, but our priority was always clear: protect people and communicate transparently.
How do you handle high-pressure situations like that?
In PR, it’s the nature of the job so the pressure is just part of how I operate. I stay pragmatic - assess the problem, identify options, consult where needed, and act. I don’t dwell; I just get on with it.
How much impact can PR challenges have on the brand?
Massively. We track brand sentiment through surveys, and I’ve seen how our perception has improved over time thanks to our brand work - campaigns, pop-ups, PR, everything.
It’s not just about media coverage anymore. Social media, customer complaints, online reviews - they all play into brand perception.
How has LOOKFANTASTIC changed since you joined?
When I joined, the brand was centred more around sales and discounts. But now, thanks to our brand and creative teams, we’ve built a much stronger identity. The events, the content, the storytelling - it’s shifted how people see us. Editors now say, “I love LOOKFANTASTIC, I always shop there.” That’s what we want.
How has the PR landscape changed over your career?
It’s evolved massively. I started when PR meant faxing press releases and calling journalists on landlines. We’d physically cut out press coverage from newspapers and glue them on boards for clients! Now, it’s email, social media, influencer relationships, and brand storytelling.
I’ve seen every wave - from blogs to YouTube to Instagram influencers to TikTok creators. And PR has adapted every step of the way.
What was the transition into leadership like for you?
It’s been shaped by my past work experiences. I lead by example. To this day, I will never give my team something to do which I wouldn’t do – I’ll make goody bags, do press sweeps, pitch. I think that’s how you earn respect and build trust. I also work hard to create a psychologically safe space, where people can bring ideas, challenge me, and speak up.
What advice would you give someone aspiring to be a leader?
Be adaptable, respectful, and sensitive to the environment you’re entering. You might have great ideas, but take time to understand why things are done a certain way. Build relationships, stay curious, and earn trust.
And if you want to work in PR, especially beauty PR, you’ve got to live and breathe it. You need to love media, storytelling, and trend-spotting. If you’re not naturally tuned into the world around you, it’s probably not the job for you.
What excites you most about the future of PR?
That it’s all about relationships. It’s a soft power, and it can’t be replaced by AI. PR is about building trust through authentic storytelling. AI can’t take an editor to lunch. PR is human - and that’s why I love it.
Rich Content
A Personal Touch
In today’s online beauty landscape, where trends shift overnight and authenticity drives customer trust - balancing brand storytelling and the role of PR communications has never been more powerful.
—
Farrah joined our Beauty PR team three years ago and now leads PR for LOOKFANTASTIC. With a career journey that’s taken her from make-up artistry to leading PR for one of the UK’s biggest online beauty retailers, she brings a wealth of insight into the evolving beauty landscape. Her experience spans across leadership, brand perception, and the importance of building trust in a fast-paced industry.
Whether managing a last-minute media challenge or delivering a high-impact campaign, Farrah’s focus remains the same: keeping LOOKFANTASTIC top of mind for both press and customers.
We sat down with Farrah to talk about her PR journey, how the industry is shifting, and why trust - not just buzz - is shaping the future of brand communications.
—
What does a typical day look like for you in your role in PR?
I currently manage a small but busy team - recently, the events team became part of my remit, and I’m now working closely with our brilliant Senior Events Manager and her team.
I don’t really have a “typical” day - it varies constantly. Some days, a high-priority task arises that demands full attention.
LOOKFANTASTIC is a huge retailer with over 600 beauty brands, so we’re constantly juggling multiple campaigns at once. One constant, though, is our daily PR sweep. Before coffee or anything else, the team checks the media - what’s come in, what’s trending, any good or bad news - and we share it internally so we’re always on top of things.
From there, the day could go in any direction. The team pitches to press a couple of times a week depending on campaign timings. Right now, we're gearing up for the launch of a new trend report, set to release in the coming months - and of course, Christmas! This year marks 10 years of the LOOKFANTASTIC Advent Calendar, so it’s set to be an extra special one.
Can you tell us about any recent events the PR team has been involved in?
Most recently, we hosted an influencer and press experience at the second night of Beyoncé’s Cowboy Carter show at Tottenham Hotspur Stadium. We kicked off the night with a ‘Get Ready with LF’ event with influencers Sophie Habboo, Lottie Tomlinson, Ella Thomas and Melissa Tattam at the Penthouse suite at NOBU.
I love getting involved in the team’s creative ideation throughout the whole journey - from the “get ready with me” to “get unready with me” moments. We want people to feel they’ve had a full LOOKFANTASTIC experience, from start to finish.
What inspired your career in beauty and PR, and what’s kept your passion alive?
Whenever I am asked this question, I always say my first words were “lip stick” - not even “Mummy!” - I’ve been obsessed with beauty for as long as I can remember. I grew up without exposure to the industry beyond retail, so my first job was at a beauty counter. I knew I wanted more but didn’t quite know what “more” looked like.
Coming from a working-class background, I didn’t have the network to guide me. I applied to internships at Vogue and Glamour - unpaid, of course - and still have the rejection letters. Back then, there was no social media, no visibility of the beauty industry’s career paths. So, I just found my own way.
Eventually, I became a freelance makeup artist. I worked on music videos, Bollywood films, even a Craig David music video. One day, I met a fellow MUA with an insane kit - all NARS products - and she told me PR sent it to her. That was my lightbulb moment. I knew I had to get into PR. But it was hard. The industry was very London-centric, very white, very well-connected. I had none of that. It took me much longer than my peers to break in, but I did - by working five times as hard and proving myself constantly.
Do you think the industry has changed in terms of access and inclusion?
Yes, PR has definitely improved but still has a long way to go. When I started, I was often the only woman of colour in the room. As social media grew, it helped me connect with others - Asian and Black women asking, “How did you get into this?”. So I went into my old university, talking about what I do and how it’s an option, trying to open the door for others. Now, I’m definitely seeing more diverse representation in PR.
Was there a moment where you felt like you’d truly broken through?
Honestly, only since joining THG have I felt like my authentic experiences are valued. I’ve worked in many places, but this is the first time I’ve felt like I belong. There’s no leadership divide here, no big separation between leadership and everyone else. It’s the kind of place where people greet the CEO like they would anyone else.
Can you share a defining or challenging moment in your PR career?
A challenging moment in my PR career happened while I was working in Dubai for a luxury retail and hospitality group. On New Year’s Eve, during our biggest event of the year, a major fire broke out at a nearby hotel - right in view of our venue.
I had never been in a situation like this, and our guests were stuck trying to reach us, a team member had a loved one inside the burning building, and I had to manage both personal concern and a professional crisis, with senior leaders unreachable due to time zones and having their own celebrations.
Alongside the General Manager, I focused first on helping people get to safety, then quickly assembled a crisis comms team. We worked with Civil Services to issue timely updates via WhatsApp and Instagram, ensuring our community was informed and reassured. I didn’t sleep that night, but our priority was always clear: protect people and communicate transparently.
How do you handle high-pressure situations like that?
In PR, it’s the nature of the job so the pressure is just part of how I operate. I stay pragmatic - assess the problem, identify options, consult where needed, and act. I don’t dwell; I just get on with it.
How much impact can PR challenges have on the brand?
Massively. We track brand sentiment through surveys, and I’ve seen how our perception has improved over time thanks to our brand work - campaigns, pop-ups, PR, everything.
It’s not just about media coverage anymore. Social media, customer complaints, online reviews - they all play into brand perception.
How has LOOKFANTASTIC changed since you joined?
When I joined, the brand was centred more around sales and discounts. But now, thanks to our brand and creative teams, we’ve built a much stronger identity. The events, the content, the storytelling - it’s shifted how people see us. Editors now say, “I love LOOKFANTASTIC, I always shop there.” That’s what we want.
How has the PR landscape changed over your career?
It’s evolved massively. I started when PR meant faxing press releases and calling journalists on landlines. We’d physically cut out press coverage from newspapers and glue them on boards for clients! Now, it’s email, social media, influencer relationships, and brand storytelling.
I’ve seen every wave - from blogs to YouTube to Instagram influencers to TikTok creators. And PR has adapted every step of the way.
What was the transition into leadership like for you?
It’s been shaped by my past work experiences. I lead by example. To this day, I will never give my team something to do which I wouldn’t do – I’ll make goody bags, do press sweeps, pitch. I think that’s how you earn respect and build trust. I also work hard to create a psychologically safe space, where people can bring ideas, challenge me, and speak up.
What advice would you give someone aspiring to be a leader?
Be adaptable, respectful, and sensitive to the environment you’re entering. You might have great ideas, but take time to understand why things are done a certain way. Build relationships, stay curious, and earn trust.
And if you want to work in PR, especially beauty PR, you’ve got to live and breathe it. You need to love media, storytelling, and trend-spotting. If you’re not naturally tuned into the world around you, it’s probably not the job for you.
What excites you most about the future of PR?
That it’s all about relationships. It’s a soft power, and it can’t be replaced by AI. PR is about building trust through authentic storytelling. AI can’t take an editor to lunch. PR is human - and that’s why I love it.