Emily Parr | Founder of HoliFrog

In episode seventy nine of the Glow Journal podcast, host Gemma Watts talks to the founder of HoliFrog, Emily Parr.

Emily Parr’s career in beauty began when her career in the wellness space saw her headhunted by Salma Hayek.

Having worked in fashion and health PR respectively, Salma Hayek’s brand was Emily’s first beauty client. This led Emily to found Poke PR in late 2012, an agency that would go on to both represent and grow the likes of Drunk Elephant and Glow Journal’s friends The Beauty Chef, Summer Fridays and Briogeo- all of which were brands that Emily cold-emailed and pitched to herself. 

Emily garnered a reputation for being the industry’s champion of female-founded, founder-led, clean beauty brands, and is largely responsible for the narrative shift beauty media made away from the term “natural” and replaced with the word “clean.” 

It was in 2018 that a chance encounter at an industry function saw Emily meet the man who would later become her HoliFrog co-founder, with HoliFrog soon becoming the go-to brand for a product many cosmetic formulators had dubbed “the beauty industry’s afterthought”- cleanser. 

What did begin as a line of facial cleansers has since expanded to serums and a moisturiser, with 4 new launches hitting shelves in the next 12 months. 

In this conversation, Emily shares the art of the cold email, some truly interesting points on media’s shift to digital and what that means for the beauty industry, and the importance of knowing the difference between telling a brand’s story vs. sharing a selling point.

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