The same editorial relationships that build beauty brands open doors in design and travel. We work with interior designers, design houses and hotels to tell stories that live in the home and on the road.
The strongest lifestyle brands earn more than attention. They earn trust.
Founded in 2013, The Woods & Co is deliberately independent and senior-led. Every account is run by someone experienced — no junior team, no handoff after the pitch.
Deep editorial relationships connect our beauty, wellness, fitness, home and hospitality work. What changes is the expert and the proof each brand brings.
Strategy with a point of view. Relationships with real depth.
Earned Media +
Print, digital and broadcast. Seeding, founder positioning, expert commentary and awards. Coverage you earn, not buy.
Expert & Clinical Credibility +
Advisory board access matched to your category. Third-party validation that gives editors an informed voice and your story a stronger foundation.
Influencer & Creator +
Partnerships chosen for fit, not follower count. Artists, stylists, designers, trainers, athletes and physician creators.
Retail & Distribution Support +
Coverage built to open buyer conversations. A communications strategy that considers where your brand goes next.
Events & Experiential +
Editor events, launches and immersive brand experiences. Projects have included informal fashion shows and street-team-supported projections on New York City landmarks, including the Guggenheim and Empire State Building, with content extending the experience across traditional and social media.
Social Media +
Community building through creative prompts, contests, giveaways and product seeding. Strategic channel planning that grows authentic engagement without buying followers.
Content Creation +
Short-form video and brand storytelling developed with experienced videographers to drive conversation, educate and inform.
Influencer Management +
Representation for creators living with passion and purpose, connecting their authentic stories with brands through relatable, impactful content.
An expert voice. A stronger story.
Our medical advisory board brings perspective across skincare, hair, aesthetics, and wellness. The right expertise makes the story matter.
Dr. Isfahan Chambers-Harris
Dr. Debbie Palmer
Dr. Purvisha Patel
Dr. Angela Lamb
Dr. Yael Halaas
Dr. Jamé Heskett
A small flock. A long way flown.
The people who pitch your brand are the people who shape its strategy. Deliberately small. Deeply involved.
Susan Woods
Founder and Principal
Susan Woods founded The Woods & Co in 2013. She has spent decades marketing consumer lifestyle, health, fitness and beauty brands, and the people behind them.
Read full bio of Susan Woods
Before The Woods & Co, Susan co-founded Crier Communications, a bicoastal PR firm and one of the first to specialize in organic food. There she launched natural food brands including Van's and Tofurky and worked with Vitamix and many other CPG food brands. She built Crier's wellness and health divisions, moved the firm into beauty, fitness and fashion, and opened its New York office. That background gives her a rare view of where health and beauty meet.
The Woods & Co grew from those roots in organic food and clean beauty, with early ties to Whole Foods and Erewhon. Today the firm works across skincare, haircare, fragrance, beauty tech, fitness and wellness. Its lifestyle work has included House Beautiful, Inner Gardens, Blackman Cruz and ATTITUDE. Clients have included Glow Recipe, whose first Sephora launch the firm supported, along with Patchology, Mad Hippie, Indie Lee, COSRX and Kim Kimble. Susan also built the firm's medical advisory board of media-trained dermatologists and specialists, who give brands credible expert voices in the press.
Susan leads strategy on every account and stays involved week to week. She keeps the firm boutique on purpose, with an all-senior team that has worked together for a decade.
Susan studied Art History and Journalism at NYU, where she was elected to Kappa Tau Alpha, the national journalism honor society. She began her career in marketing at the Whitney Museum and MoMA, then produced high-profile fundraisers at Houghton and Associates, including the Tiffany Feather Ball. She is a former board member of Los Angeles Contemporary Exhibitions and supports Children's Action Network, which raises awareness of the needs of foster children in the United States.
Victor Ortiz
Vice President
Victor Ortiz is a results-driven publicist based in New York City with more than ten years of experience in public relations, social media and influencer relations.
Read full bio of Victor Ortiz
Over his career he has worked with some of the most recognized indie and mass beauty brands in the world, including Revlon, L'Oréal, Ulta Beauty, CeraVe, Rituals, Carol's Daughter, Dark & Lovely and Kim Kimble. At The Woods & Co, he co-leads media outreach and oversees the firm's hospitality clients. Victor is known for pairing brands with influencers who reflect their message and values. He is a strong voice for inclusivity in beauty and brings that commitment to every account. He holds a degree in Public Relations and Journalism from SUNY New Paltz.
Eunique Griffin
Account Director
Eunique Griffin is a goal-oriented publicist known for crafting compelling brand narratives and building strong relationships with editors and consumers.
Read full bio of Eunique Griffin
At The Woods & Co, she co-leads media outreach and runs product seeding, beauty award submissions and client reporting. She helped launch Kim Kimble's haircare line and has supported skincare, fragrance and wellness brands from editor outreach through award wins. Eunique is passionate about championing women- and minority-owned beauty brands and telling their stories. She holds a degree in Business Marketing and Management from NYU Stern.
In their words.
At PATCHOLOGY we’ve been working with Susan and her team since our launch. The coverage they have secured in national beauty magazines, TV, blogs and social media has been instrumental in generating initial revenue and distribution at places like Bergdorf Goodman.
With the fast-paced changes that continue to occur in digital media, we have come to rely on The Woods & Co. to keep us on the cutting edge of productively driving our brands. Our retail partners demand both targeted impressions and insist that our outreach occurs across multiple platforms simultaneously. We trust the versatile Woods & Co team, who have proven to have the skill set to work closely with our team to professionally and efficiently generate the consistent digital media energy needed in today’s brand environment.
Susan and The Woods & Co are consummate marketing pros and a pleasure to work with. Their pitches are always well written and on target. I have even used Susan in a segment for Good Morning America.
The Woods & Co has been rock star awesome in helping FitDesk reach a national audience through segments on The Today Show, Extra and Fox. They work hard to get the job done and are always accountable, available and professional. I had worked with PR firms in the past who were only willing to grab the low-hanging-fruit, not so with the The Woods & Co team who are creative and willing to think outside the box when it comes to reaching “hard to reach” objectives. We love working with them.
Woods & Co is the perfect public relations firm for our beauty company. They have done a great job at understanding what we need and how to make it happen. They have strong relationships with all of the important editors and are able to deliver our message to the people that matter.
We are all so pleased with the terrific results and solid effort The Woods & Co have provided for HairMax!
The Woods & Co has increased our brand awareness through outstanding PR, social media and influencer placements. The team's innovative approach resulted in increased sales and distribution opportunities. We've had several firms over the years, but The Woods & Co is the only organization whose passion and focus attained measurable results. Susan's involvement clearly demonstrated a commitment to our brand.
The Woods & Co has been amazing! They have far exceeded our expectations and gained us placement in many of the most respected media outlets.
I love working with The Woods & Co, everyone’s super accommodating (even with super last minute requests) not to mention super friendly and knowledgeable about their product!
The Woods & Co have been a major partner in the growth and success of the launch of my brand. Their innovative, forward thinking approach to the crowded beauty PR market have allowed us to maximize every opportunity and develop relationships with key influencers from beauty editors to bloggers alike!
We have been very impressed with the team from The Woods & Co since working with them over the last several quarters. What sets Susan and her team apart are a number of key elements. The team is highly competent with more relevant media and consumer interests related to the Social Media and Internet segments and have done a very good job of assisting JMSR’s connection through these channels. I find Susan to be extremely accessible, open minded and very creative in looking at exploring cost effective measures that can truly move the company’s brand forward. The Woods team have worked very well with developing enthusiastic supporters of our product line which can be utilized as key voices in our future PR efforts. We look forward to continued branding success with The Woods team being a key part of the nucleus towards that objective.
One of my greatest pleasures as a beauty blogger has been the great fortune of working with The Woods & Co. Your team is such a joy to work with, and you probably aren’t told this nearly often enough. Everyone is personable, professional and a true joy to work with. All of you are great communicators, and maintain wonderful relationships with your bloggers in a truly exemplary fashion. Your business model really should be the industry standard because you are true visionaries.
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For the people behind the brand.
Founders with a story to tell. Brand leaders building their next chapter. Physicians and experts bringing credible perspectives to beauty, wellness and fitness.
Skincare
