Building Buzz for Patrick Ta Beauty Brand Launch
The Challenge
Bringing celebrity makeup artist Patrick Ta’s brand to market, debuting in the cosmetic juggernaut retail leader, Sephora. Tasked with bringing Patrick’s distinctive POV to makeup, along with product and ingredient education, to press, creators, and consumers.
The Strategy
A multi-phase influencer, media, and retail strategy that brought Patrick Ta’s vision of modern glamour to life, bridging artistry and accessibility. The launch connected his signature celebrity “glow” aesthetic with innovative product storytelling to spark a movement rooted in confidence and inclusion. Translating Patrick’s red-carpet magic into an attainable at-home experience, the campaign turned a brand debut into a cultural moment of belonging and self-expression.
The Execution
Secured top-tier beauty and founder press features in publications like Allure, The Cut, ETOnline, engaged over 150+ key influential beauty and culturally relevant creators via a stunning branded mailer, in partnership with Moet & Chandon, and executed an experiential launch event attended by over 600 people, which drove viral engagement during launch.
The Results
Generated $100M in earned media value, entire offering sold out on Sephora.com, and positioned Patrick Ta and Patrick Ta Beauty as a cultural conversation leader in celebrity makeup artist color-cosmetics brands.
Why It Matters
The success of this launch underscored my belief that a powerful brand debut goes far beyond product; it’s about creating a movement rooted in storytelling, authenticity, and cultural connection. When every element —press, influencers, retail, and creative — works in harmony, a brand doesn’t just enter the market; it earns its place in the conversation. Patrick Ta Beauty proved that when you lead with purpose, emotion, and a clear point of view, you can transform a single product launch into a defining beauty moment that resonates across communities, platforms, and culture itself.
