Why Cult Brands Are PR’s New Power Players

In a world of short attention spans and endless scrolling, something unexpected is happening, and it’s changing how we think about brand loyalty.

The biggest wins in PR aren’t coming from global ad campaigns or perfectly polished influencers. They’re coming from niche, tight knit communities – the kind that live and breathe a brand, not just wear it. Enter the cult brand: a new breed of power player where loyalty runs deep, storytelling is community-led, and authenticity isn’t just a buzzword, it’s the foundation.

Take Glossier. A brand that started with a blog, turned into a global beauty disruptor, and became a symbol of the clean girl era before we even had a name for it. Glossier didn’t just sell dewy skin – they sold a lifestyle that fit perfectly into the rise of minimalist beauty and curated, authentic online expression. Its community wasn’t built on A-listers or ads, but through Instagram comment threads, user reviews, unfiltered selfies, and real conversations that turned followers into loyal advocates. They tapped into the culture of skincare as self-care, and used platforms not to broadcast, but to build, engaging in a dialogue that still drives everything it does.

The same kind of cultural connection is happening in wellness, particularly in the running space. New Balance, for example, has seen a major resurgence not just as a retro sneaker favourite, but as a core player in a rapidly growing running movement. Across cities, run clubs are popping up with shared values of fitness, fun and community. And New Balance is right there, building branded running clubs that aren’t just about sport, but about belonging.

And it’s not stopping there. Even pubs – traditionally more about pints than pace – are tapping into this trend, hosting run clubs that begin and end at the bar, complete with warm-ups, cool-downs, and even branded t-shirts. It’s a social shift as much as a fitness one. People want experiences that blend lifestyle, wellness and connection. That after-run pint? It’s part of the story.

What these brands all have in common is that they don’t just sell a product, they sell a feeling. Belonging. Identity. A shared language that only insiders understand. And in today’s climate, that’s gold dust.

For PRs, this shift is massive. We’re moving away from mass appeal and into micro-moments. Micro-influencers – once overlooked – are now a secret weapon. They’re not just affordable, they’re trusted. They speak directly to their followers with unfiltered honesty, and that kind of influence doesn’t just convert, it builds real affinity. It’s not about the size of the audience anymore, it’s about the strength of the connection.

User-generated content is another pillar of the cult brand playbook. It’s raw, it’s relatable, and it performs. Whether it’s a selfie with a new serum, a post-run group photo, or a rave review posted to stories, it’s content that feels like it comes from a mate, not a marketing team. For PR teams, this is our chance to tap into real voices, surface genuine stories, and use them to drive visibility in a way that feels human.

And let’s be honest, consumers are tired of being sold to. They want to be seen, heard, and included. They want brands that feel like part of their lives, not just their feeds. That’s why community-first storytelling is working so well. When we help brands stop trying to go viral and instead focus on creating value for a smaller, more engaged group, the results are powerful and long-lasting.

This is about more than clever tactics, it’s a mindset shift. It means seeing your audience not as consumers, but as collaborators. It means leaning into the messiness of real conversations, not running from them. It means letting the community shape the narrative, not forcing one down their throats.

The best cult brands don’t chase trends, they start them. That’s where PR can shine. We’re not just here to craft a message; we’re here to amplify movements, to guide strategy, and to make sure those niche stories reach the right people at the right time.

At Prohibition, we believe in building brands that belong to their customers, their communities, and their culture. Sound like your kind of thing? Let’s talk. Drop us a line at hello@prohibitionpr.co.uk or call us on 0113 430 4160.

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