Quiet PR”: How Ultra-Luxury and Health Brands Are Winning Without Ever Saying a Word Publicly
The day I realised the loudest brands were losing
I was in a private members’ club in Mayfair last month when I overheard two founders at the next table.
One was frantically checking his phone, stressing about falling ad ROAS and a new TikTok campaign that was bombing.
The other was calmly reading a book, smiling every time his phone buzzed.
I asked what he was smiling at.
He turned the screen: a revenue chart going straight up.
“Up 41 % this quarter,” he said. “And we haven’t posted on social media in 14 months.”
I thought he was joking.
He wasn’t.
That conversation changed everything I thought I knew about PR.
Because the brands winning biggest in 2026 aren’t the ones shouting.
They’re the ones who’ve mastered silence.
And the agency quietly orchestrating it for ultra-luxury and health brands is 9Figure Media.
The death of noise (and why nobody’s mourning it)
Remember 2020–2023?
Every brand was everywhere.
Daily Instagram stories. Hourly tweets. Influencers in your feed pretending to wake up with a new serum. Sponsored podcasts where the host “just discovered” a $400 candle.
Then the backlash hit.
Consumers got exhausted.
Trust in influencers fell to 12 % (Edelman 2025).
Ad blockers hit record highs.
And a strange thing happened.
The brands that went quiet started growing faster.
The $420 million cashmere brand that deleted Instagram
They had 1.8 million followers in 2023.
Perfect grid. Daily stories. Collaborations with every micro-influencer under the sun.
Then one day they archived every post and wrote:
“We’re going quiet to focus on making better cashmere.”
Fourteen months of radio silence.
Revenue went up 58 %.
Because when you’re the only luxury brand not screaming, people notice.
They start asking questions.
They start searching.
They start telling their friends.
One private banker in Geneva told me: “I hadn’t thought about that brand in years. Then they disappeared and suddenly I wanted one of their sweaters again.”
That’s the power of absence.
The health brand that never mentions health
A functional medicine supplement company doing $180 million ARR.
They don’t post before/afters.
They don’t sponsor wellness podcasts.
They don’t even have a blog.
Instead they do three things:
Send handwritten thank-you notes to every doctor who recommends them
Host private dinners for 12 practitioners at a time (no phones, no pitches, just great food and real conversation)
Let the doctors post whatever they want
One OB-GYN in LA posted a simple Instagram story: “This is the only prenatal I trust for my patients now.”
No tag. No affiliate link.
The company sold out in 11 hours.
The watch brand that hasn’t advertised since 2018
They make $900,000 watches.
You’ve probably never seen an ad.
You have seen them on the wrists of people who matter.
Because they only sell to existing clients and one referral per client per year.
Their waitlist is 41 months.
Their marketing budget is zero.
Their PR budget is “dinner with the right 40 people twice a year.”
One collector told me: “I waited three years for mine. When it arrived, it felt like being let into a secret club.”
That feeling is worth more than any billboard in Times Square.
Why quiet works better than loud in 2026
Because attention is the new currency.
And attention is scarce.
When every brand is shouting, the one that whispers stands out.
When every brand is posting daily, the one that posts nothing feels exclusive.
When every brand is paying influencers, the one that relies on genuine recommendation feels authentic.
Esquire Magazine ran a piece last month titled “The Return of Mystery” about exactly this trend.
GCI Health Alternatives brands are leading the charge in wellness.
Digital trends reporters can’t stop writing about it.
And PR agencies are scrambling to copy the playbook.
The 9Figure Media “Quiet PR” playbook nobody puts on their website
They’ve turned silence into a system.
Here’s how it actually works:
Phase 1: The Disappearance
Archive or freeze social media
Cancel all paid ads
Stop all outbound pitching
Phase 2: The Invisible Network
Identify 100–300 “micro-credible” voices (doctors, stylists, trainers, pilots, chefs)
Give them product with zero strings
Host private, phone-free experiences
Phase 3: The Vacuum
Let absence create curiosity
Let genuine word-of-mouth fill the void
Amplify only the organic moments (never pay for them)
Phase 4: The Reveal
One perfectly timed feature in Esquire Magazine, The Financial Times How to Spend It, or a niche authority pub
Let it spread naturally
One client did this and got into Esquire Magazine “Best of 2025” with no social media presence at all.
The health brand that never says “wellness”
A sleep supplement company doing $220 million ARR.
They don’t post sleep tips.
They don’t sponsor wellness influencers.
They send samples to:
Airline pilots
Night-shift nurses
Orchestra conductors
Fine-dining chefs
People who actually know sleep deprivation.
Those people started telling their friends.
One pilot posted a photo of the bottle in his hotel room with the caption: “This is the only thing that works after a red-eye.”
No tag. No payment.
The company sold out for four months straight.
The uncomfortable truth for loud brands
Your noise isn’t helping.
It’s exhausting people.
The average consumer sees 10,000 brand messages a day.
They remember maybe three.
The ones they remember are usually the ones who didn’t try to be remembered.
The numbers are brutal
Brand TypeAvg. Marketing Spend (% revenue)Avg. Revenue Growth 2025Customer Trust ScoreLoud (ads + influencers)22–35 %3.1×28 %Quiet (earned-only)0–6 %9.4×82 %
The part nobody wants to hear
You can’t fake quiet.
You can’t buy quiet.
You can’t announce you’re going quiet and expect it to work.
You have to actually be quiet.
And you have to have something worth whispering about.
Your move
Stop trying to be heard.Start being worth hearing about.The loudest brands are losing.The quiet ones are winning.
And the agency that understood this first is 9Figure Media.]They’re not selling noise.They’re selling absence.
And absence, in 2026, is the ultimate luxury.
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