Lifestyle & Consumer Brand PR

Yulu helps lifestyle brands stand for something, not just sell something.

From launching products to elevating brand purpose, Yulu works with lifestyle and consumer brands that want to do more than grab attention. Our Lifestyle & Consumer PR practice is built for values-led companies – the kind creating category breakthroughs, building social equity, and changing the way we live and consume.

Whether you’re in food and beverage, beauty, wellness, travel, apparel, or clean home goods, we specialize in earned media strategies that build brand credibility and spark conversation. From early-stage challenger brands to household names, we meet your moment with purpose and precision.

Why lead with purpose for lifestyle & consumer PR?

Consumers today are more selective and value-driven than ever, and they can spot performative PR a mile away. Done right, consumer PR builds emotional connection, fosters trust, and aligns your brand with culture-shifting conversations. Our campaigns blend data and heart, creativity and credibility. We lead with impact and make sure your brand shows up where it matters.

Relevant Work

We’ve partnered with consumer brands at every stage – from legacy players redefining their purpose to startups launching with impact from day one.

• The Body Shop North America – Yulu led a full strategic reset for The Body Shop’s North American activism strategy, developing three priority focus areas and a narrative framework that aligned with equity and justice. Through extensive stakeholder interviews and advocacy mapping, we helped define the brand’s role in systemic change and reignited its identity as a mission-driven brand. 
• Traditional Medicinals – Yulu designed and executed a highly targeted influencer strategy to support Traditional Medicinals’ growth in the Canadian market. We partnered with trusted wellness voices, aligned with regulatory guidelines, and created a steady cadence of educational and conversion-driven content. This drove a market share increase of +$2 million and 14% year-over-year growth – directly attributed to our PR efforts.
• Intrepid Travel – Positioned the sustainable tourism brand as a go-to for conscious travellers through PR, influencer partnerships, and thought leadership. A 360° influencer campaign featured six aligned creators traveling globally to spotlight ethical tourism. Messaging focused on decolonized, climate-conscious narratives, driving over 324,000 impressions, 10,000+ engagements, and widespread media coverage.
• ALDO – To help ALDO’s Call It Spring collection elevate its impact storytelling and launch the brand’s new fully vegan positioning, Yulu conducted competitive benchmarking, stakeholder interviews, and purpose-alignment research. We built a brand purpose strategy that brought sustainability to the forefront and resonated with Gen Z. The strategy served as a foundation for all future communications and marketing campaigns.
• Red Bull Amaphiko – Yulu launched Red Bull’s global Amaphiko academy in the US and Canadian markets, spanning a 4-year period. The platform was designed to “give wings” to social entrepreneurs via mentorships for cohort participants. Yulu delivered market-specific activations that connected an international brand mission to local communities in Toronto, Baltimore, Detroit, New Orleans, New York, LA and Oakland. Our communications efforts positioned Red Bull as a facilitator of grassroots innovation. Media coverage landed in more than 100 media outlets, including Fast Company, Teen Vogue, VICE, NPR, Upworthy, and more.
• Audible – Yulu co-created the Audible Indigenous Writers’ Circle, a groundbreaking mentorship program supporting emerging First Nations, Inuit, and Métis writers. We led the full program development, recruitment, and delivery, while managing national awareness campaigns to elevate Indigenous storytelling. Audible now has plans to expand the program’s influence globally.
• Defunkify, Fitness World, Lucky Iron Fish – Yulu helped these purpose-led brands differentiate in crowded markets through media and influencer strategies. From science-forward messaging for Defunkify’s non-toxic cleaning products; to repositioning Fitness World as a wellness ally; to telling the global health impact story of Lucky Iron Fish, our campaigns built credibility and drove engagement.