About Us

Yo! Welcome to Glamour & Grime, the fierce sister brand to EqualityWorx, where we’re servin’ raw, unfiltered vibes that blend high-key glam with gritty realness. Born in 2009 by Hollywood publicist, Rico Biriah, we’re one of the OG’s in the UK scene for  urban youth and millennials – the crew whose influence, spending power, and cultural clout can’t be slept on no more. In 2025, we’re pivotin’ hard into the Irish market, ready to remix the scene with campaigns that slap for second-gen and multicultural fam. Buckle up, ‘cause we’re about to turn the game upside down.

Who We Are

We’re the squad that gets it. Glamour & Grime ain’t just about flash – it’s about keepin’ it 100 with the urban youth and millennial crowd who vibe with music, fashion, entertainment, and news that speak their language. Since 2009, we’ve been craftin’, rebuildin’, and levellin’ up brand loyalty for over a decade, droppin’ content that’s as bold as it is relevant. We know how to connect with audiences who live for authenticity, not hype. In Ireland, we’re tappin’ into the Gen Uber mindset – digital-savvy folks who use apps to spark real-world moments, trust their crew over ads, and demand brands that reflect their dual identities.

Why Ireland? ‘Cause this market’s ripe with young, multicultural energy. Urban youth and millennials are shapin’ the culture, and we’re here to amplify their voices. Whether it’s second-gen kids balancin’ their parents’ heritage with their Irish roots or millennials pushin’ for inclusivity, we’re craftin’ campaigns that hit their wavelength. It’s about mindful vibes and meaningful experiences – less boozin’, more connectin’. That’s our lane, and we’re ready to roll with content that celebrates their hustle and sets the standard.

What We Do

Glamour & Grime don’t play small. We were born to build campaigns that hit hard, land on target, and deliver max results. Our secret sauce? Deep consumer insight, a passion for publicity and leadership that’s worked across global markets and time zones. We don’t just churn out content – we craft newsworthy stories with an innovative edge, tailored to each client’s needs. Whether you’re pushin’ branded music, droppin’ a clothing line, or breakin’ news, we got you. Our approach – think social clips, immersive events, and fire visuals – speaks to urban audiences who crave realness over fluff.

In Ireland, we’re doublin’ down on campaigns that vibe with second-gen youth. These are the kids who grew up with one foot in their parents’ culture and one in the Irish scene, navigatin’ dual identities with swagger. We’re talkin’ content that celebrates their grind, from TikTok challenges that remix global and local beats to branded stories that honour their parents’ sacrifices. Our work’s rooted in the Gen Uber ethos – 45% more likely to discover brands through social ads, this crew trusts their squad and lives for experiences that spark connection. We’re here to make your brand their vibe, not just another ad they scroll past.

Why We’re Different

We ain’t your average agency player. Glamour & Grime’s got a track record of slayin’ it across international markets, from Hollywood’s bright lights to urban scenes worldwide. Oh, and we warned you all to “Hold on tight”! We live and breathe publicity, bringin’ expertise that’s as deep as our passion. We don’t do cookie-cutter – every campaign’s custom, built to resonate with urban youth and millennials who demand authenticity. In Ireland, we’re leanin’ into the multicultural wave, where one in five young people rocks migrant roots. We’re craftin’ stories that show second-gen fam as trendsetters, not tokens, and we’re doin’ it with the EqualityWorx fire that’s all about liftin’ diverse voices.

Our pivot to Ireland in 2025 is about more than just business – it’s about changin’ the game. We’re takin’ cues from the far-right noise we’re fightin’ against, where a loud minority tries to drown out the welcoming majority. Our campaigns cut through that static, hypin’ up the Ireland that embraces diversity. We’re usin’ platforms like X and Insta to spark real talk, call out disinformation, and build communities that vibe with your truth. Glamour & Grime’s here to make your brand part of that movement, not just a bystander.

Get With Us

Glamour & Grime’s got the playbook to make your brand pop. Whether you’re droppin’ music, fashion, entertainment, or news, we’ll craft campaigns that connect with second-gen and multicultural audiences who are shapin’ the future. Hit us up using the form below to chat about how we can amplify your vibe. Let’s make waves, set the standard for Summer ‘25, and show the world what Glamour & Grime’s all about. #GnG #GlamourAndGrime #EqualityWorxVibe