Liberty, one of the UK's largest digital only marketing agencies, has unveiled a new beauty specialist division.
Foundation will operate as a separate agency and has been developed to cater to the growing indie beauty industry, following the uptick in demand for cosmetics during the pandemic.
According to Foundation, Google trends data showed a surge in beauty and skin care with 70% of consumers now saying they buy beauty products online more than ever before.
The firm's services include paid media, content marketing, digital PR, affiliate marketing and SEO.
"Our team thrives when working with innovative and forward-thinking brands, so creating an agency that caters specific to the beauty market was a no brainer," said Gareth James, Director at Foundation.
"This will allow our team to continue to hone their skills in an industry they love, working on brands that fit with our ethos and above all else, being able to have fun whilst they do it.”
The company's team have previously worked with Benefit Cosmetics, Fresh Cosmetics and Spectrum Collections.
Olivia Alcorn, Cross Channel Strategist at Foundation, added: “It’s an exciting and unique market to operate in, and new disruptive brands warrant a new and disruptive agency.
"The industry has a number of well-respected creative, PR, social and influencer agencies, but it doesn’t have one that is solely dedicated to growth and eCommerce performance. That’s where we step in.”
