The Biggest Mistake Small Creators Make When Trying to Get PR

Every week I see creators asking the same question:

"How do I get on PR lists?"

Most people assume the answer is more followers.

It's not.

In fact, one of the biggest mistakes I see has nothing to do with audience size.

The problem is that brands can't immediately tell what kind of creator you are.

Your Profile Should Tell a Story

When a brand lands on your profile, they should know within seconds:

• What niche you're in

• What type of content you create

• Who your audience is

• Whether you're a potential fit

If a beauty brand visits your page and sees random lifestyle posts, food content, vacation photos, and one makeup video from three months ago, they're going to move on.

Not because your content is bad.

Because you're unclear.

Brands Need Evidence

Creators often say they want beauty PR.

But brands aren't looking for intentions.

They're looking for proof.

Your profile should show:

• Consistent beauty content

• Product reviews

• Tutorials

• Product recommendations

• Before-and-afters

• Beauty conversations

The more evidence you provide, the easier it is for a brand to say yes.

Make It Easy to Contact You

Another mistake I see constantly?

No email in the bio.

You would be surprised how many creators want brand partnerships but don't provide a clear way to get in touch.

Your email should be easy to find.

Not hidden in a link.

Not buried on another page.

Visible.

A Quick Profile Audit

Ask yourself:

If a beauty PR manager landed on my profile today, would they immediately know I'm a beauty creator?

If the answer is no, that's where I'd start.

If your profile isn't clearly communicating what you create, don't worry—it's one of the most common issues I see during creator audits.

That's one of the reasons I created The Pitch That Gets You Replies. Inside, I walk through how to position yourself, pitch brands, and present your creator business in a way that makes it easier for brands to say yes.

You don't need 100,000 followers to get noticed.

But you do need clarity.

The easier you make it for brands to understand who you are and what you create, the easier it becomes to earn opportunities.

Before you worry about pitching, make sure your profile is doing its job.

Why Brands Aren't Responding to Your Pitches (And How to Fix It)

You've finally worked up the courage to send a pitch email.

You hit send.

Then...nothing.

No response. No follow-up. No opportunity.

If you've ever felt ignored after pitching a brand, you're not alone. One of the most common questions I get from creators is:

"Why aren't brands responding to me?"

The good news? Most of the time, it isn't because your audience is too small.

After reviewing creator pitches and auditing creator profiles, I've noticed the same mistakes come up over and over again.

Here are five reasons brands may not be responding, and what you can do instead.

1. Your Content Doesn't Clearly Show What You Create

Before a brand responds to your email, they're going to look at your content.

When they land on your profile, can they immediately tell what you create?

If your page is a mix of beauty, food, random memes, family updates, and travel photos, a brand may struggle to understand how you'd fit into their campaign.

You don't have to post only one thing forever, but your content should clearly communicate your niche.

Ask yourself:

• If a brand landed on my profile today, would they know what type of creator I am?

• Does my content consistently reflect the partnerships I want?

The clearer your content is, the easier it becomes for brands to say yes.

2. You're Asking for Opportunities Without Showing Proof

Many creators make the mistake of telling brands why they want PR.

Brands care more about why they should send it to you.

Instead of focusing on what you want, focus on what you can provide. Whew chile, I’m preaching with that line! Lol

Include:

• Examples of similar content you've created

• Performance metrics

• Audience demographics

• Previous brand collaborations

• Reasons your audience would care about the product

The goal is to reduce the amount of work a brand has to do to imagine working with you.

3. Your Pitch Is Too Long

Brand representatives receive dozens, sometimes hundreds, of emails every week.

If your email looks like a novel, it's probably getting skipped.

Keep your pitch concise.

Introduce yourself, explain why you're reaching out, share relevant information, and make a clear ask.

Your first email should create curiosity, not tell your entire life story.

A good rule of thumb:

If your pitch takes more than 30 seconds to read, it's probably too long. This is FACTS! I mean, think about how you read your own emails. If you scroll quickly to find a way to get to the point, that’s exact what a brand is doing too.

4. You Don't Make It Easy to Contact You

This one surprises people.

I've audited creator profiles that didn't include an email address anywhere.

If a brand wants to contact you, don't make them hunt for it.

Make sure you have:

• A business email in your bio

• A business email in your media kit

• A business email linked to your website

• Easy-to-find contact information

The easier you are to reach, the easier it is for brands to say yes.

5. Your Pitch Doesn't End with a Clear Next Step

Many creators end their pitch with something vague like:

"Let me know what you think."

Instead, tell the brand exactly what action you'd like them to take.

For example:

• I'd love to be considered for future PR opportunities.

• I'd love to discuss potential collaboration opportunities.

• I'd be happy to send over additional analytics if helpful.

A clear call-to-action helps move the conversation forward.

Final Thoughts

If brands aren't responding to your pitches, don't automatically assume your audience is too small.

More often than not, the issue is positioning, clarity, or communication.

Take a few minutes to review your profile, your pitch, and the overall experience a brand has when they discover your content.

Small improvements can make a huge difference.

And remember: one unanswered email doesn't mean no forever.

Keep refining your approach and keep pitching.

Want My Exact Pitch Framework?

I created The Pitch That Gets You Replies to help creators write stronger outreach emails, position themselves more effectively, and increase their chances of getting responses from brands.

If you're ready to stop guessing and start pitching with confidence, grab your copy today.

Luxury vs. Drugstore: The Products I Actually Think Are Worth the Splurge for Mature Skin

If you're anything like me, you've probably stood in Sephora holding a luxury product in one hand and your phone in the other, wondering if there's a drugstore version that does the exact same thing.

As a beauty creator in my 40s, I test products from both ends of the beauty spectrum all the time. And while there are absolutely some luxury products that earn their price tag, there are also plenty of affordable options that perform just as well.

So if you're trying to decide where to save and where to splurge, here's exactly where I think your money matters most when it comes to mature skin.

Worth the Splurge: Foundation

If I could only splurge on one makeup category, it would probably be foundation.

As our skin changes, we often become more aware of texture, dryness, fine lines, and how products wear throughout the day. A good foundation can make a huge difference in how polished your makeup looks.

One of my all-time favorites is Armani Luminous Silk Foundation. It gives my skin a radiant finish without looking heavy or settling into fine lines. It's one of those products that consistently makes my skin look healthy and glowing.

I also love the Patrick Ta Major Skin Foundation for days when I want a little more coverage without sacrificing luminosity.

Can you find good drugstore foundations? Absolutely. But if foundation is the centerpiece of your makeup routine, this is one area where I think a luxury formula can be worth the investment.

My verdict: Splurge.

Shop My Favorite Splurge Foundations

Save Your Money: Blush

The blush market has become incredibly competitive, and honestly, some of my favorite blushes aren't luxury at all.

The new e.l.f. Soft Glam Blushes are beautiful, blend easily, and give a soft, healthy flush to the skin. Milani continues to create stunning blush formulas, and I've found myself reaching for affordable options just as often as my higher-end favorites.

While I still enjoy luxury blushes, I don't think they're necessary to achieve a beautiful makeup look.

My verdict: Save.

Worth the Splurge: Setting Powder

Powder can make or break makeup on mature skin.

The wrong powder can instantly make your makeup look dry, cakey, or overly textured. The right powder can smooth, blur, and help your makeup last without looking heavy.

This is one of the reasons products like Givenchy Prisme Libre became so popular. They managed to set the skin while still allowing it to look like skin.

I've also had incredible results with Danessa Myricks Evolution Powder and other higher-end formulas that focus on blurring rather than mattifying the life out of your face.

That said, drugstore brands are catching up fast. I'm currently testing the new e.l.f. Set It Bright Correcting & Brightening Powder to see how it compares.

My verdict: If powder is where your makeup usually goes wrong, splurge.

Shop My Favorite Powders for Mature Skin

Save Your Money: Lip Products

This one is easy.

Drugstore lip products are amazing right now.

The Maybelline Lifter Glosses continue to be some of my most-used lip products. Affordable lip liners have improved dramatically, and there are countless drugstore lipsticks and glosses that perform beautifully.

Luxury lip products are fun, but I don't think they're where most people need to spend their money.

My verdict: Save.

Worth the Splurge: Skincare That Supports Your Makeup

I don't believe every skincare product needs to be expensive.

But I do believe healthy skin makes every makeup product perform better.

The products I tend to invest in are the ones that directly affect how my makeup applies and wears throughout the day. Hydrating serums, nourishing moisturizers, and barrier-supporting products can completely change how your foundation sits on the skin.

When my skincare routine is working, my makeup routine becomes easier.

That's why I focus on strategic skincare splurges rather than buying expensive products across the board.

My verdict: Invest strategically.

Shop My Favorite Skincare Splurges

Save Your Money: Eyeshadow

This category has changed so much over the last few years.

Affordable brands are producing beautiful formulas, impressive pigmentation, and incredible special-effect shadows.

One of my recent favorite discoveries has been the Wet n Wild Chameleon Chrome Eyeshadows. The shifts are absolutely stunning, and at under $5, they completely exceeded my expectations.

I've also found amazing formulas from e.l.f., ColourPop, and other affordable brands that perform far above their price point.

My verdict: Save.

My Luxury Beauty Favorites That Are Worth Every Penny

If I had to narrow it down to the luxury beauty products that consistently earn a place in my routine, these would be the ones I continue reaching for again and again.

These aren't products I love because they're expensive. They're products I love because they perform.

They're the products that make me feel confident when I'm filming content, heading to an event, or simply getting ready for the day.

Shop My Mature Skin Luxury Favorites

Some of the products you'll find in this collection include:

• Armani Luminous Silk Foundation

• Patrick Ta Major Skin Foundation

• Danessa Myricks Evolution Powder

• Haus Labs Fire Opal Highlighter

• Merit Solo Sheen Eyeshadow

• Armani Beauty Bronzer

• Rhode Pocket Blush

• Tatcha Water Cream

These are the products that have repeatedly impressed me and earned a permanent spot in my collection.

One of the biggest lessons I've learned as a beauty creator is that expensive doesn't automatically mean better.

Some categories truly benefit from a luxury formula, while others have incredible affordable alternatives that perform just as well.

For me, foundation, powder, and strategic skincare are the categories most worth investing in. Blush, lip products, and eyeshadow are where I save my money without feeling like I'm sacrificing performance.

At the end of the day, the goal isn't to own the most expensive makeup.

The goal is to find products that make you feel confident, beautiful, and excited to sit down at your vanity every morning.

And sometimes, those products cost $60.

Sometimes they cost $5.

The magic is knowing the difference.