The female-founded Powers PR, which has worked with fitness and wellness brands including Pvolve and Chelsea Piers, will operate as a dedicated wellness division within Studio Beauty
With beauty and wellness increasingly intertwined, Studio Beauty is set to build the brand stories that will shape the market.
The New York-based agency has acquired Powers PR, marking its formal entry into the wellness sector and the launch of a dedicated division, Powers Wellness Group. The division will have offices in New York City and Los Angeles, maintain its existing client roster, and integrate into Studio Beauty’s broader fashion, beauty, wellness, influencer and talent services.
The deal brings one of the U.S.’s leading wellness communications firms into a female-founded network that includes fashion-focused Krupp Group and Gen-Z influencer agency 28Row. Powers PR founder Lana Powers will become chief growth officer, overseeing new business development, growth strategy and cross-category brand building across all three agencies.
“This isn’t just about scale — it’s about strategic force,” Powers said. “We are three women with deep expertise and sharp instincts in our respective verticals, and now we’re creating a new standard for what modern brand building should look like. This partnership unlocks a new kind of scale, connectivity and creative ambition for the brands we represent — and it’s a privilege to do it alongside Cindy, Bex and the brilliant team they’ve built.
The transaction is effective immediately. Terms were not disclosed.
Cindy Krupp launched Krupp Group in 2005, co-founded 28Row in 2018, and in 2021 partnered with beauty brand strategist Bex Meredith to launch Studio Beauty. She called the addition of Powers PR “a powerful opportunity to create something bigger together.”
“Wellness is the natural next chapter in our evolution — and with Lana’s deep expertise and instinctive brand-building talent, we’re rounding out our offering in a way that feels both strategic and deeply aligned,” Krupp said.”
Powers has worked with brands including Pvolve, Heyday, The Skinny Confidential, Arrae and Loverboy, and currently leads strategy for Nutrafol, Chelsea Piers and The Movement Club by Lindsay Arnold of “Dancing with the Stars.”
“Wellness is no longer niche — it’s a $7 trillion global industry that now defines how people socialize, shop and express themselves,” Meredith said. “From joyful, multi-sensory routines to the rise of IRL community leaders, we’re seeing a new era of wellness culture that demands the same level of storytelling, taste and strategic rigor that we’ve long brought to beauty.”
“Powers PR brings deep, specialized expertise in the wellness space, and together we’re uniquely positioned to build the next generation of brands that don’t just ride the wave — they shape it,” she added.
