About House of Amor.

House of Amor is a leading inclusive beauty brand on a mission to ‘bring beauty home’. Founded in 2021 by Lucy Pearce from her spare room, originally under the name of Amor Lashes, House of Amor quickly gained a loyal following thanks to its salon-quality products spanning lashes, nails and cosmetics. In 2024, the brand evolved into House of Amor, marking a new chapter in its journey.  Today, the brand is stocked by major retailers including Debenhams, Justmylook and Superdrug. The brand also proudly opened its first flagship store in Bristol in 2024, offering customers an immersive and personalised shopping experience.

The Brief.

House of Amor wanted to break through the noise and connect with a broader audience by authentically sharing its story. Following its 2024 rebrand, House of Amor was seeking a fresh, forward-thinking PR agency to deliver standout online media coverage that would amplify its presence in the beauty market, communicate its unique story and build upon its already loyal community. The rebrand meant that House of Amor needed to focus more on its Search Engine Optimisation (SEO), increasing the need for backlinks to its website and brand mentions to strengthen its search visibility and help to reach its target audience. In addition to this, a key focus was to position its founder, Lucy Pearce, as an influential figure in the beauty and business space. This included securing expert commentary, interviews and founder-focused features around themes such as female leadership, empowerment and emerging trends in the beauty industry.

What did Orange do?

Orange developed a comprehensive digital PR strategy for House of Amor, positioning the brand as a leader in the beauty industry. The strategy made full use of Orange’s strong media relationships to connect with key journalists that were at the forefront of Hosue of Amor’s target audience, securing high-impact product placements, crafting headline-worthy press releases for new collection launches, and positioning Lucy for high-value features across print, broadcast, and online media to enhance visibility and support the brand’s SEO. We also targeted podcast opportunities that aligned with the themes of female leadership, beauty industry trends and building a business as a working mum. 

The Juicy Results.

The PR activity delivered by Orange successfully generated significant buzz around House of Amor, securing widespread media attention and elevating the profile of its founder through a variety of online, broadcast and podcast features.

Within the first six months of working together, Orange secured 51 pieces of coverage across national and local online, print, broadcast and podcast outlets. The coverage focused on everything from the brand’s rebrand, new store opening and latest product launches to high-impact product placements and Lucy’s inspiring entrepreneurial journey.

House of Amor gained exposure in some of the beauty industry’s most prestigious titles, with the brand’s ultimate goal of securing a spot in British Vogue, which Orange successfully achieved as part of the title’s 'Best Beauty Products of 2024'. This was a standout moment, alongside a founder profile piece on BBC News, highlighting Lucy’s journey from spare room to successful founder. Additional highlights included radio interviews and podcast appearances for Lucy discussing the brand’s evolution and its new flagship store. Further coverage was secured in major titles such as Prima, The Independent, Woman’s Own and Cosmopolitan to name but a few.

In total, the coverage reached an impressive audience of 5.9 million people across multiple channels and delivered 124 brand mentions, firmly positioning House of Amor as one of the leading names in today’s beauty landscape.