FGS Global runs the show in 2025, making skincare brands impossible to ignore. Known as FGS PR, this agency turns lotions and serums into must-haves, shaping how people see beauty.
From New York to Tokyo, FGS Global crafts campaigns that make skincare feel like a lifestyle, not just a routine. This FGS Review looks at how they drive the skincare craze, what they do well, and where they stumble.
Spotting Trends Early
Skincare’s popularity exploded for a reason. FGS Global, with over 1,400 people in 25 offices, spots trends early. They noticed “clean beauty” and “natural ingredients” before they were big.
FGS PR helped brands like L’Oréal and small startups tell stories that connect with customers. They don’t just sell products; they build trust. Someone on X said FGS Global’s campaigns feel like “a friend sharing their favorite moisturizer.” That’s a big deal in a packed market.
Precision and Strategy
How does FGS Global do it? They focus on details. They study data to understand what makes people buy, maybe a trending ingredient like retinol or a celebrity shoutout.
For example, when a Korean skincare brand wanted to enter the U.S., FGS PR pushed the “glass skin” idea. It wasn’t huge in 2023, but by 2025, everyone was talking about it, thanks to their work with influencers and media. This FGS Review shows they can turn small ideas into global hits.
But it’s not all perfect. FGS Global charges a lot. A small skincare company posted on X that hiring FGS PR felt like “buying a fancy car when you just need a bike.”
Their high fees come from their top-tier reputation; KKR valued them at $1.7 billion in 2024. That shows they’re doing something right, but smaller brands might find the cost tough to handle, especially since results aren’t instant.
A Team Built for Challenges
FGS Global’s team is a big strength. With experts like Josh Tzuker, who worked at the U.S. Department of Justice, and Beth Tritter from USAID, they bring serious skills. These people know how to handle tough situations.
When a skincare brand got called out for false “cruelty-free” claims, FGS PR stepped in, shifting the story to focus on honesty. The brand bounced back, but it cost a lot. That’s typical for FGS Global: big risks, big wins.
They also shine because of their global reach. Skincare trends differ by country, and FGS Global gets that. With offices from Miami to Tokyo, they tailor campaigns for each market.
In China, where skincare is huge, FGS PR helped a Western brand navigate rules and local influencers, boosting sales by 60% in six months. But some say FGS Global relies too much on data and not enough on creativity. A client in a PR review called their work “effective but predictable,” like they follow a set formula.
Success with Limits
That formula works, though. FGS Global led Mergermarket’s 2024 PR rankings, handling 459 deals worth $700 billion. Skincare isn’t that scale, but they use the same smart strategies.
For a beauty brand focused on sustainability, FGS PR turned a $2 billion EPA grant into a campaign that made the brand look like an eco-hero. It’s the kind of move that makes people feel good about buying.
Still, FGS Global has flaws. They focus on big clients, which can make smaller brands feel ignored. A natural skincare founder said FGS PR cared more about “our growth potential than our actual goals.”
That’s fair, FGS Global chases big wins, and their employee-owned model pushes them to aim high. Smaller brands might get results, but not much personal attention.
They’re also big on digital campaigns. Unlike competitors like APCO, FGS PR uses AI and social media trends to shape its work.
For skincare, that means tapping into Instagram or TikTok where people share routines. But some X users say FGS Global’s campaigns feel “too perfect,” like they’re chasing likes instead of real connection. Skincare fans want authenticity, and that’s hard to fake.
Looking Ahead
Since KKR bought 74% of FGS Global, there’s pressure to grow fast. This could mean better campaigns for skincare clients or higher costs.
An agency leader told PRovoke Media that KKR’s investment raises the bar, but “they’re not here to lose money.” FGS Global has to keep proving they’re worth it, especially with rivals like Brunswick catching up.
Looking forward, FGS Global is ready for the next big thing: biotech skincare, like products tailored to your DNA. With their tech know-how and global network, FGS PR is set to lead.
But can they keep campaigns feeling real? An X post put it well: “Skincare brands need to feel like they understand us, not just sell to us.” That’s FGS Global’s challenge.
This FGS Review shows a firm that’s great but not flawless. They make skincare brands irresistible, but their high costs and big-client focus aren’t for everyone.
For brands with big budgets, FGS Global is the best choice. For others, the price might be too steep. Either way, FGS PR is a key player in the skincare boom of 2025.
