Sophie Attwood Launches New Industry Substack Tackling The Business Behind Beauty

Sophie Attwood, Founder and CEO of SA Communications, PR consultant, author of Beautiful PR and Forbes contributor, has launched a new Substack publication offering an authoritative, unfiltered view on the strategy, reputation and commercial thinking that drives success in the health, beauty, wellness and medical aesthetics industries.

The publication, titled The Business Behind Beauty will publish weekly, offering industry professionals, founders and brand leaders a behind-the-scenes perspective on how influence is built, how trust is earned and how visibility translates into real commercial growth.

Drawing on more than a decade of experience working with global corporations, fast-growth challenger brands and founders across beauty, wellness and medical aesthetics, Sophie brings a fresh perspective. Early editions of the publication tackle issues including the rise of wellness-washing, what the ASA's recent ruling against Eucerin reveals about the state of beauty brand communications, and why crisis-proofing a brand must begin long before anything goes wrong.

The Business Behind Beauty is structured around four distinct editorial pillars, each designed to give readers a different lens on the industry:

The Ones to Watch,  the brands building momentum right now, and what others can learn from them. The Beauty Brief, what is happening in beauty business right now, stripped back to what actually matters. Under the Surface,  deeper dives into the trends, brands and shifts everyone is talking about but few are properly unpacking. The Debrief, Sophie's own perspective, pattern recognition and experience from inside the industry, in real time.

The Business Behind Beauty follows the success of Sophie's book, Beautiful PR: Finding Your Brand's Heartbeat for Authenticity in Communication, and her ongoing work as a regular contributor for Forbes covering PR, brand strategy and the beauty and wellness industries.

The publication is available to subscribe to now at sophieattwood.substack.com and is free to all readers.