In 2025, The Tease is celebrating the rule-breakers — the brands, founders, and creatives who dared to do things differently. As part of our inaugural “They Told Me Not To” Issue of PRINTED by TheTease.com, we’re spotlighting the innovators rewriting the rules of professional beauty. With the launch of PRINTED by TheTease.com, we’ve selected five finalists across ten rule-breaking categories including PR/Marketing Powerhouse, each representing a bold vision and fearless execution.
We’re starting off with the brands that don’t just launch products, they launch movements. With jaw-dropping campaigns, viral moments, and disruptive storytelling, these nominees have redefined how beauty brands connect with professionals and consumers alike: PR/Marketing Powerhouse. Whether it’s transforming airport security bins into branded content, launching a skincare mask inspired by a runway moment that broke the internet, or going viral on TikTok before the brand name was even widely known, these five finalists are proof that great marketing is about more than just reach—it’s about resonance.
Be sure to check out Vol. 1 of PRINTED by TheTease.com for exclusive editorial features on select Rule-Breaker Awards (RBA) finalists — and don’t forget to cast your vote in our online voting portal. Stay tuned as we spotlight each of our RBA categories in the weeks to come.
The PR/Marketing Powerhouse Finalists
Danessa Myricks Beauty
In a world of flashy campaigns and influencer trips, Danessa Myricks built a brand that speaks for itself. Her namesake line has become a cult favorite through cutting-edge formulations, proprietary finishes, and a stunning range of shades — amplified not by ad dollars, but by artists and enthusiasts who organically share their love for the products across social media.
Denman
A heritage tool brand turned viral sensation, Denman got a second wind when curly hair influencers demonstrated just how game-changing their brush really is. The brand quickly embraced the momentum, launching modern visuals, refreshed brush designs, and smart social storytelling that turned a staple tool into a trending favorite.
K18
What started as a quiet science-first haircare brand became a viral sensation, thanks to the hashtag #K18results and a well-timed push from TikTok icons like Alix Earle. Now one of the fastest-growing brands in beauty, K18 has proven its staying power with science-backed products and campaigns that continue to light up the algorithm.
Pat McGrath Labs
Leave it to Pat McGrath to turn a runway moment into a full-blown beauty movement. After her porcelain doll-inspired looks went viral at the Margiela show, her namesake brand capitalized on the moment with the launch of a skincare mask designed to recreate the effect—made for the runway, and made for the ‘Gram. With McGrath, virality isn’t an accident — it’s an art form.
Summer Fridays
Summer Fridays redefined public-space marketing when they turned LAX security trays into branded backdrops to promote their Jet Lag Mask. The result? The airport became the newest beauty content set. That bold move, coupled with a consistent aesthetic and community-focused brand storytelling, has made Summer Fridays a standout in beauty marketing.
Cast Your Vote for PR/Marketing Powerhouse + Get PRINTED
Ready to make your voice heard? Click here to cast your vote in our voting portal.
Want more on the brands shaking up the industry? Be sure to read PRINTED Vol. 1, featuring exclusive editorial spotlights on select finalists. And don’t forget to sign up for free to receive Vol. 2, where we’ll announce the winners this December.
This isn’t just another award. It’s a movement. Be part of it.
