You may think that 2025 is the era of all things digital, but the power of print PR is not going anywhere, especially for beauty, lifestyle, and wellness brands hoping to craft emotional connections, brand authority, and tangible touchpoints in a virtual world. Here, we look at how print PR has evolved this year, why it matters more than ever, and what the savviest brands are doing to stand out on the printed page.
The Print Renaissance: Why Physical Still Matters
Despite the surge in digital-first campaigns, print remains a vital marketing channel for the biggest brands. According to recent industry reports, 45% of distributors saw increased print sales in 2024, while another 35% maintained steady business into 2025. The tactile nature of magazines, styled mailers, and print editorials offers a kind of brand presence that digital simply can’t replicate, giving products a coveted, premium shine and lasting shelf space in consumers’ lives.
For beauty and wellness brands, being featured in print conveys legitimacy and aspiration, anchoring launches and narratives in established titles or crafted lookbooks. Glossy double-page spreads and artistic advertorials provide the ultimate blank canvas to communicate brand values, showcase artistry, and tell slow, sensory-rich stories. Ad blindness online doesn’t necessarily translate to print; people are more likely to pause and take in a beautiful campaign in print that they’d scroll past online.
Trend: Print + Personalisation + Tech
This year, the fusion of print with personalisation and smart tech is redefining the medium’s possibilities. AI-driven design tools, on-demand printing, and data-powered insights are allowing brands to create hyper-targeted print campaigns, even down to personalised product inserts and custom covers for top-tier clientele. Beauty boxes, limited-edition zines, and trend-led campaign guides are embracing personal touches at scale, think custom beauty routines compiled in print, or wellbeing packages where editorial meets experience. Telling these stories of personalisation via print is also an important step in communicating personalisation potential using traditional media.
Storytelling That Cuts Through the Noise
Amid digital content overload, print campaigns excel at offering depth, slowness, and authenticity. Editors and PR pros report a desire for slow beauty, holistic healthcare, and “analogue self-care”, all trends that pair perfectly with the unhurried experience of a magazine or physical mailer. Beauty launches are being tied into editorial themes of rest, ritual, and wellness, while brand interviews, case studies, and expert columns enjoy prime placements in both glossy titles and high-quality indie magazines. Print stories have a longer shelflife, and are more likely to receive high engagement and longer dwell-time, leading to a higher level of conversion. Reach may be smaller than some digital and social formats, but conversion and impact may have a higher potential.
Print’s PR Evolution: The Complete Toolkit
So what does all of this mean in practice? Here’s how the best PR teams are winning in print for 2025.
- Strategic Partnerships: Securing prime placements in leading beauty, lifestyle, and health titles, as well as cult indie magazines and local wellness guides.
- Creative Mailers: Gifting press, influencers, and VIPs with beautifully packaged boxes pairs the sensory magic of touch with expertly curated print materials.
- Experiential Print: Integrating QR codes or AR experiences to bridge the gap between print and digital (e.g., video tutorials, virtual consultations, or exclusive discount portals).
- Thought Leadership: Placing founders, scientists, and brand experts in print interviews and ‘trend watch’ guides to anchor stories in credibility and spark national conversations on topics from slow beauty to tech-driven routines.
The Long View: Print Is Here to Stay
Even in a world obsessed with screens, beauty and lifestyle clients are rediscovering the unmatched value of print PR, especially when it comes to long-term brand building, cultural cachet, and emotional resonance. The state of play in 2025: those who see print not as retro, but as a creative, sustainable, and high-impact part of the modern PR mix, are not only getting seen, they’re being remembered.
Work With Flipside PR
Here at Flipside PR we never underestimate the need to have reach and engagement across all forms of media, from traditional print to digital and social formats. We would love to work with your brand to help bring stories to life and reach the right audiences, to craft meaningful connections that lead to increased sales and brand loyalty. Find out how we work with brands in our case studies here and read more about the services we offer here.
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