INKBOX
Making Semi-Permanent Ink a Permanent Fixture in Pop Culture
When Toronto-based Inkbox entered the beauty and self-expression space in 2015, it did more than invent the category of semi-permanent tattoos—it rewrote the rules of who could participate in tattoo culture, and how. By offering a 1–2 week tattoo experience with designs from thousands of global artists (plus the ability to create your own), the brand blurred the line between fashion accessory and body art, turning tattoos into a medium as flexible and trend-driven as the streetwear it often accompanied.
From 2017 to 2020, I led Inkbox’s public relations strategy across the U.S. and Canada, steering the brand through one of the most dynamic phases in its history—spanning multiple product launches, a retail expansion, and high-profile creative collaborations. The challenge: capture the cultural zeitgeist while establishing credibility in beauty, fashion, and lifestyle media.
Results
Inkbox’s launches and activations earned placements in Allure, Hypebae, Bustle, Refinery29, Cosmopolitan, Elle Canada, Input, and more—cementing its reputation as the face of the semi-permanent tattoo movement. The PR program elevated Inkbox from a viral Kickstarter success into a category-defining brand recognized on both sides of the border.
“Whatever it is, the way you tell your story online can make all the difference.”
The Playbook
Our communications approach focused on:
Launching headline-grabbing collaborations — including the second-generation For Now Ink™ line with Adult Swim/Rick and Morty, celebrity creators like Kurtis Conner, and tattoo icons Grace Neutral, Girl Knew York, and Curt Montgomery.
Driving conversation in beauty, fashion, and lifestyle press to cement semi-permanent tattoos as both a cultural trend and an emerging beauty category.
Amplifying retail moments such as Inkbox’s debut U.S. pop-up at New York’s Showfields, leveraging experiential programming and seasonal activations to generate foot traffic and coverage.
Balancing product storytelling with brand ethos, positioning Inkbox as inclusive, collaborative, and committed to safe, positive tattoo experiences.
Campaign Highlights
Global Product Launches: Directed the North American PR rollout for For Now Ink™, securing coverage in outlets spanning beauty, lifestyle, and entertainment verticals, and tapping the power of brand collaborations to extend cultural reach.
Experiential Retail PR: Managed the press strategy for Inkbox’s NYC Showfields pop-up, weaving the brand into New York’s design and retail conversation with activations tied to Pride Month and other cultural moments.
Cultural Credibility: Developed storylines that appealed equally to beauty editors, tattoo culture publications, and mainstream lifestyle outlets—bridging subculture authenticity with mass-market appeal.