The sky’s the limit
when you work with us.

To build and launch rhode, one of the most anticipated beauty brands of the year, JGroup executed a multifaceted strategy, including messaging, positioning, and brand identity development. We created a waterfall effect at launch through a highly controlled press strategy that included print + digital covers, exclusive assets + angles, and targeted, unique features. JGroup’s long-term strategy for rhode, centered on authenticity, storytelling, and deep connections, has become the gold standard for new-to-market beauty brands.

Roxie Nafousi is a British self-development coach and the author of MANIFEST: 7 Steps To Living Your Best Life. After an initial launch in the UK, JGroup launched the book — and Roxie — in the US, creating star power through strategic, high-visibility opportunities across broadcast, digital media, and podcasts. Through our ambitious approach, Roxie quickly became one of the most in-demand experts in her field, and the book sold out in the US market within weeks.

JGroup capitalized on Dr. Bowe’s science-first philosophy and approach to skincare by elevating her concept of “Skin Cycling” across digital and social media. What was once a practice that Dr. Bowe shared in her office with clients became a global phenomenon, amassing over 3.5 billion views on TikTok and appearing everywhere from Vogue and Harper’s Bazaar, to The New York Times and The Washington Post, to GMA and The TODAY Show. The concept even spawned trends outside of skincare and expanded to other categories, including hair and nails.

At LoveShackFancy’s 10 year anniversary, the beloved fashion brand expanded into a new category with the care and expertise of JGroup. In order to gain credibility and loyalty from a new consumer, JGroup worked hand-in-hand with the internal team to develop the brand messaging and communication hierarchy, establishing a strong presence in the beauty space from day one. Through a 360-degree media + influencer strategy that included immersive one-on-one pre-launch meetings, selective influencer seeding, and a debut party at NYFW, JGroup created unprecedented demand for LoveShackFancy Beauty and a near instant sell-out at Sephora.