Beauty challenger York St Brands has appointed b. the agency to lead UK PR across its full portfolio, including Bouf, The Breakout Hack and BOOST LAB. b. the agency will deliver full 360 support including: brand positioning and storytelling, media relations, influencer and talent partnerships, ambassador programmes, paid amplification, events and production.

BOOST LAB is the straight-talking serum brand on a mission to cut through the clutter of an overcomplicated category, designed for customers who want efficacy without excess and real results without inflated price tags.

The Breakout Hack is the fast-growing, science-led skincare brand redefining how breakout-prone skin is treated and talked out.

Bouf is the bold new haircare brand with patented FGF5-blocking technology.