Nutricosmetic brand, My Beauty Luv, has appointed Hook Line & Sinker (HLS) to oversee and manage all PR and media relations activities to officially launch and introduce the award-winning luxury consumer brand to the South African market.

Following a competitive three-way pitch, integrated communications agency, HLS, will deliver a robust 12-month PR and media relations campaign that includes Paid, Earned, Shared and Owned channels and will feature media events, influencer marketing, social media and advertising, while collaborating with the brand’s digital agency and partners.

HLS Head Honcho, Adam Hunter, says, “With beauty consumers spanning across all generations, it’s vital to know what they prioritise, what they want, and how they buy. Quality is key for today’s conscious consumers, and we are thrilled to welcome this beautiful brand to the local market – with a dash of HLS digital creativity and pizzazz!”

My Beauty Luv offers a range of professional-grade beauty supplements that target the most sought-after areas of wellness: anti-ageing, longevity, and vitality.

The luxury nutricosmetic brand formulates unique, market-driven, and related beauty and wellness supplements made from the finest grade raw materials. All formulas are free from binders, fillers, preservatives, colourants, artificial flavours, and chemicals. My Beauty Luv also partners with the world’s leading international scientific institutes that are producing cutting-edge technology in the fields of beauty, health, and wellness.

The brand is one of the first in South Africa to make collagen available in capsule form using ethically sourced and sustainable ingredients that are locally tested at FDA-approved labs.

Toni Carroll, Founder and CEO of My Beauty Luv, shares, “I had a choice between many agencies, but it was love at first sight when I met the Hook, Line & Sinker team – their digital experience, energy and enthusiasm had me hooked. Together, we will firmly position My Beauty Luv as the expert leaders that we are, while educating consumers on making better, more informed choices when it comes to caring for their skin, hair, body and health.”

For further information about Hook, Line & Sinker (HLS) and its award-winning integrated communications services across the globe, visit or join the conversation on Facebook, Twitter and LinkedIn.

Submitted by Hook, Line & Sinker Communications