Sass Communications bags PR Mandate for Type Beauty Inc.


17th August, New Delhi: Type Beauty Inc, an expertly formulated and semi-customised makeup brand in India has appointed Sass Communications, a leading PR agency to handle its communication mandate. Sass Communications will be responsible for building brand awareness, amplifying its visibility, driving corporate communications, and overall media relations for Type Beauty Inc., in the competitive market for remedial beauty and skincare. 

Type Beauty Inc is one-of-a-kind skincare and makeup brand powered by dermatological science that formulates customized make-up according to skin type. Their vegan product range is built in a way of infusing makeup with skincare, inclusive of skin tone and skin type. The scientifically backed beauty brand not just aims to simplify makeup routines but at the same time, make it nourishing for the skin with long-term benefits, inside and out. 

Commenting on partnering with Sass Communications, founder Ananya Kapur says, “We are in the early start-up stage and in the process of new product development. For that, we need to have visibility about what makes us different from the other competitors in the market. I have seen Sass Communications’ work and believe they are the perfect fit to understand our brand’s vision and take it ahead with strategic communication. With their expertise in the space of beauty and makeup, I lay my trust to strengthen our position in the industry with effective campaigning. I am excited to see how we flourish in months to come.” 

Sass Communications has an impressive portfolio of working with over 80 brands in last two years. Having worked with most brands in the beauty and skincare space, they will play an instrumental role in creating effective communication strategies for Type Beauty Inc. Talking about the appointment, founder Ishita Singhal says, “Firstly, we are elated to handle the communications and device new strategies for Type Beauty Inc. The personal care, makeup and skincare industry is seeing a boom post-pandemic and having worked with several beauty brands in the past, we are experienced to customise innovative ways for Type Beauty and their vision for making beauty smarter with science. We will drive high-value PR campaigns and help them foray into the emerging digital landscape. We are positive that our holistic approach over the traditional techniques will enhance their visibility and prominence to the right target audience.” 

Type Beauty is India’s first makeup brand that expertly formulates products as per skin type. With a clean, vegan and cruelty-free product range, they want to keep makeup simple and stress-free.


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