1Milk2Sugars, the award-winning integrated public relations and influencer marketing agency specializing in beauty, wellness, and lifestyle brands, announces its appointment as agency of record in the United States for Onyx Professional, the foundational beauty brand known for redefining foot, nail, and bath care through its recently unveiled "Beauty from the Ground Up" positioning.
Through this partnership, 1Milk2Sugars will lead an earned media-first integrated communications strategy spanning creative strategy, culture jacking, thought leadership, and experiential activations. The agency's efforts will focus on amplifying Onyx Professional's new positioning, supporting continued retail expansion and sell-through, and reinforcing the brand's authority across foot care, nail care, and bath care.
"We are thrilled to partner with Onyx Professional during such an exciting chapter in the brand's evolution," said Tyler Williams, Partner at 1Milk2Sugars. "Onyx Professional’s CEO Sandra Abdallah and her incredible team have identified a significant white space in the market and are bringing a fresh, beauty-forward perspective to categories that consumers rely on every day. We look forward to helping tell that story and continuing to build awareness around the brand's vision for foundational beauty."
The partnership comes at a transformative moment for Onyx Professional, following a comprehensive brand relaunch around the essential self-care rituals that prepare hands, feet, and body as the canvas for everything that follows. Guided by extensive consumer feedback, the relaunch introduces a refreshed brand identity, modernized product portfolio, and a renewed vision for elevating categories that have historically been overlooked within the beauty industry. The brand has also recently expanded into more than 850 Ulta Beauty doors nationwide, further accelerating its next phase of growth.
With more than 35 years of consumer trust, a portfolio anchored by category-leading products, and a consumer-led approach to innovation, Onyx Professional is poised to reshape how consumers think about the first steps of beauty and self-care.
