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Bronner Bros, Inc.

Beauty-Haircare Brand

Bronner Bros., Inc. is one of the most recognized names in multicultural beauty, known for over seven decades of shaping the haircare industry through innovation, education, and legacy. With a deep commitment to natural hair health and community empowerment, their Tropical Roots Curl Collection continues that tradition, offering products rooted in nourishment, culture, and results.

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From product development to national expos, Bronner Bros. is more than a brand — it’s a movement that uplifts stylists, educates consumers, and sets the tone for what’s next in beauty.

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Campaign Overview

Objective

From 2021 to 2022, Bronner Bros., Inc. engaged UMGMT to support the digital launch and media visibility of their Tropical Roots Curl Collection. The goal was to generate consumer buzz, secure earned media, and position the product line as a must-have for natural hair care among stylists, influencers, and beauty enthusiasts.

Target Audience

  • Women, Men & Children with natural hair

  • Hairstylists and salon professionals

  • Beauty consumers and content creators

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Our Strategic Approach

  1. Influencer & UGC Campaign
    Curated and contracted a roster of diverse beauty influencers to post honest reviews and demonstrations of the Tropical Roots Curl Collection across digital platforms, generating authentic UGC and repeatable brand visibility.

  2. Editorial Product Seeding
    Identified and pitched top-tier beauty journalists, sending custom PR boxes and product education decks. We targeted outlets aligned with natural beauty, cultural identity, and Black-owned haircare.

  3. Media Relationship Development
    Fostered new relationships with key beauty editors and publicists across The Cut, NY Mag’s beauty desk, Essence Girls United, Hype Hair, Byrdie, and more by facilitating direct engagement with the product and the brand story.

  4. Thought Leadership Activation
    Developed and hosted “Curl Talks” — a digital conversation featuring notable voices like influencer Bobbie Riley, Allure Magazine contributor Corein Carter, award-winning publicist Mariah Oates, and DMV Daily contributor Myja Gray — driving meaningful discussion and campaign amplification.

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Results & Highlights

Press Placements:

  • Brydie

  • Allure

  • The Hue Report

  • Beauty Talk, National Hair Education

  • Hair’s The Scoop

  • Voyage ATL

  • Black Hair in the Big Leagues

  • Friends in Beauty Podcast

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Key Media Connections Secured:

  • The Cut

  • NY Mag

  • Essence Girls United

  • Hype Hair

  • Byrdie

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Influencer Collaborations: Successfully recruited and activated digital talent with aligned audiences

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Campaign Impressions: 72M+ across digital platforms

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Brand Visibility: Elevated Tropical Roots Curl Collection’s positioning in the clean and textured beauty space

Bronner Bros, Team

“UMGMT’s media strategy was a game-changer for our product launch. The press coverage they secured became our second highest traffic driver—directly leading to an increase in product sales. Their approach was not only strategic but deeply aligned with our brand values and customer base. We saw real results and meaningful reach.””

Ready for Your Campaign?

Tap into industry-shifting strategy, influencer-powered visibility, and press that moves markets.

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