From SoHo to DUMBO: Foundation PR Finds Its New Home
October 30, 2025
Two Trees sat down with Kelly Davis, Co-Founder of Foundation PR, a beauty-focused communications agency, to talk about the company’s move from SoHo to DUMBO, the creative energy of the neighborhood, and how their new office reflects the brand’s spirit.
Q: For those who may not know Foundation, could you start by introducing yourself and your company?
Kelly: I’m Kelly Davis, one of the co-founders of Foundation. We’re a beauty-focused communications agency with offices in Dumbo and Los Angeles. We work with some of the most exciting brands in beauty—from household names to up-and-coming disruptors—helping them tell their stories and connect with audiences in meaningful ways.
Q: What initially drew you to DUMBO?
Kelly: Funny enough, I used to live here! My husband and I lived on Water Street for six years before moving out of the city during COVID. Coming back to DUMBO felt like getting a piece of my old life back. When we were searching for a new office after the pandemic, we wanted something light, bright, and airy—and we found the perfect space here. Our Brooklyn office has so much natural light and character; it immediately felt right.
Q: What makes your new office space unique?
Kelly: I worked with a close friend, Molly, who runs a design studio called Date Interior. She also designed our last office, so she really understands our aesthetic. As a beauty-focused agency, we wanted the space to reflect that world—colorful, sophisticated, but also calm. Communications can be a high-stress industry, so creating a Zen, welcoming environment for our team was really important to me.
“When we were searching for a new office after the pandemic, we wanted something light, bright, and airy—and we found the perfect space here. Our Brooklyn office has so much natural light and character; it immediately felt right.”
Kelly Davis
Q: We have to ask—we heard there is a beauty closet!
Kelly: The beauty closet is definitely everyone’s favorite spot in the office. Walking in feels like stepping into a mini-Sephora! We work with about 30 beauty clients, so there’s always something new to try—skincare, haircare, makeup, you name it. Beyond that, it’s become a fun social space for our team. Interns and junior staff are often in there collaborating on mailings or testing new products. It’s really the heartbeat of our office.
Q: If you could describe the vibe of your office in three words, what would they be?
Kelly: Collaborative, creative, and fun.
Q: What are some projects you’re excited about right now?
Kelly: So many! We recently launched Homecourt, Courteney Cox’s home fragrance and homecare brand, and we’re preparing to launch Point of View Beauty, a new line by one of TikTok’s biggest beauty creators, Mikayla. It’s an exciting time for us—our clients are pushing boundaries in the beauty world, and we get to help them shine.
“As a beauty-focused agency, we wanted the space to reflect that world—colorful, sophisticated, but also calm."
Kelly Davis
Q: What are some of your favorite neighborhood spots in Dumbo?
Kelly: My business partner, who’s based in LA, and I love going to Plaza M, the nail salon across from Time Out Market. We’ll sit there with our laptops, get pedicures, and brainstorm ideas. It’s the perfect mix of relaxation and productivity!
Q: What’s next for Foundation in your new space?
Kelly: One of the great things about our new office is that it’s big enough to host events. When we first opened, we held a launch event and invited all of our clients to come in and showcase their work. We had a ton of influencers, makeup artists, and editors — honestly, everyone in the beauty space was here that day.
It was such a special moment for us, having our whole community together in one place. We can’t wait to do more of that.
