KCD is beefing up its beauty services and clientele.

The style communications firm has created a recent segment of its business meant to raised serve beauty firms, and wonder divisions of fashion brands with media relations. The move is marked by key hires, in addition to the addition of Tom Ford Beauty to its roster, effective immediately.

“Our insight into the interconnected fashion and lifestyle industries has proven invaluable to our clients,” said Rachna Shah, partner and managing director of KCD. “As we saw clients seeking to fortify how their brand values translate inside all segments of their business, we felt we could leverage our credibility to forge and fortify relationships across their fashion, beauty and cultural ecosystems. This dedicated beauty focus will mix our expertise in media relations, influencer strategy and guest experience with team members across these areas of the agency.”

To that end, KCD tapped LVMH Moët Hennessy Louis Vuitton alumna Jamie Karp to oversee the wonder segment as vp of media relations. Karp most recently led earned and paid media for Givenchy Beauty and Kenzo Parfums. She is considered one of three Latest York-based hires, and extra hires can even join the KCD Paris and London offices. The sweetness team will work in lockstep with the preexisting digital teams on overarching strategy.

It also comes after the Estée Lauder Cos.’ acquisition of Tom Ford, the most important deal in Lauder’s history, last yr. KCD has been the agency of record for Tom Ford’s fashion business since 2018. Current beauty clients include Paco Rabanne, Galenic, Lancôme and Victoria’s Secret.