Public Relation is a collective job dealing with people, basically the consumers of the product or services. As a makeup enthusiast, it is important for brands to connect with their ambassadors to build good communication and an established relationship. This helps them utilize and extend the inputs of people to their product for improvements.
I worked in this field for 4 years, handling a Filipino-based Makeup brand. PR isn't just about sending products, it is about extending what you have and what you know to people who might do the same for the brand. Through PR, the people can have catalysts who will start the hype on your product.
They make a comprehensive reviews and it is for the PR Team to utilize the reviews for much better branding.