Key Takeaways:Super agencies are rising because brands increasingly need integrated partners capable of scaling globally.Financial backing, particularly from private equity and institutional investors, is accelerating consolidation.The agencies being acquired have distinctive expertise, digital fluency, and cultural authority.The beauty industry is undergoing a structural shift. Earlier defined by boutique PR shops, niche creative studios, and smaller specialist firms, the landscape is now dominated by a new class of multidisciplinary “super agencies,” an expansive, globally connected group offering end-to-end services across strategy, creative, digital, influencer, and communications. These agencies promise an ability to meet the industry’s escalating demands with scale, cultural fluency, and cross-functional expertise.For an industry long defined by intimacy and specialist expertise, many insiders do not want a one-stop shop. Yet, the pull toward scale is undeniable. These super agencies promise global reach, expanded service capabilities, access to technology and top-tier talent, and a level of strategic integration that’s becoming essential as beauty collides with wellness, hospitality, fashion, and entertainment.Agencies like Together Group and Karla Otto exemplify this evolution. While the term “super agency” suggests consolidation, the driving force is more complex, rooted in shifting consumer culture, heightened competition, industry convergence, and the need for unified storytelling across every touchpoint of a brand’s journey.Why Now?