The beauty industry is often seen as superficial, but what if it could be more than just fluff?
In this episode of Green Beauty Conversations, we dive into the concept of intentional beauty with Erika Geraerts, founder of Fluff Casual Cosmetics.
Erika’s brand is shaking up the traditional beauty model with its unique approach to product development, ethical messaging, and a distinctive business model. Don’t miss this week’s interview for more insights on transforming beauty standards.
Join us as Erika shares her journey from co-founding Frank Body to establishing Fluff. She reveals how Fluff challenges the norms of the beauty industry by focusing on minimal, refillable products and meaningful consumer engagement.
If you’re tired of the same old beauty narratives and want to discover how a brand can truly make a difference, this episode is a must-listen.
“True beauty goes beyond aesthetics; it’s about intention and impact.”
— Erika Geraerts
In this episode with Erika Geraerts, you will hear:
- Erika’s journey: Learn about Erika Geraerts’ path from co-founding Frank Body to establishing Fluff Casual Cosmetics, and how her experiences shaped her unique approach to beauty.
- Intentional beauty explained: Erika delves into the philosophy of intentional beauty, discussing why she believes makeup should be a form of self-expression rather than a necessity.
- Innovative business practices: Discover how Fluff’s drop model and refillable packaging are setting new standards in the beauty industry, focusing on sustainability and consumer loyalty.
- Community engagement: Hear how Fluff involves its community in product development, ensuring that the brand meets the diverse needs and preferences of its audience.
- Challenges in the beauty industry: Erika shares her insights on the challenges and criticisms faced by the beauty industry, and how Fluff aims to address these issues with a countercultural approach.
- Future vision: Get a glimpse into Erika’s vision for the future of Fluff, including potential collaborations with artists and the expansion of product lines.
Key takeouts include:
- Intentional beauty defined: Erika explains the philosophy behind Fluff, emphasizing that beauty products should be fun and expressive, not essential. She challenges the industry’s focus on high-coverage makeup and promotes a more natural, minimalist approach.
- Innovative business model: Fluff operates on a drop model, releasing products four times a year. This strategy creates scarcity and allows the brand to manage supply and demand effectively. Customers who purchase once gain exclusive access to refills anytime, fostering loyalty and retention.
- Ethical packaging: Fluff’s Cloud Compacts are made from zamac, a sustainable metal alloy. This choice reflects the brand’s commitment to reducing plastic waste and creating products that feel luxurious and durable.
- Community-driven product development: Instead of dictating what consumers need, Fluff collaborates with its community to develop new shades and products. This inclusive approach ensures that the brand meets the diverse needs of its audience.
Meet our guest- Erika Geraerts
Erika Geraerts founded Fluff Casual Cosmetics after spending 10 years in the beauty industry and previously co-founding the global skincare brand Frank Body. She believes that makeup is great but not essential and that skincare and makeup should be forms of self-expression and self-care, celebrated without exploitation.
Founded in Melbourne, Australia, Fluff ships refillable Cloud Compacts worldwide, offering natural vegan ingredients and plastic-free packaging without animal testing. Erika also hosts the Pretty Hard podcast, discussing our relationship with beauty and the challenges of running a beauty brand in today’s digital age.
Find out more about Erika Geraerts and Fluff:
- Website: itsallfluff.com
- Instagram: @itsall.fluff | @erikageraerts
- TikTok: @itsallfluff
- Podcast: Pretty Hard
- Medium: Erika Geraerts
Special offer: For 10% off itsallfluff.com use the code: FORMULAB
Related episodes
- Episode 137: The beauty brand that wants you to buy less
- Episode 138: Does the world need more beauty brands?
- Episode 143: The brand creating mascara tubes to last 2,500 years
Thank you for joining us for this episode of the Formula Botanica Green Beauty Conversations podcast. If you enjoyed listening, please share, subscribe, and review this episode on Apple Podcasts, Spotify, or YouTube so that more people can enjoy the show. Don’t forget to follow and connect with us on Facebook and Instagram.
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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formula Botanica, the award-winning online organic cosmetic science school. Read more about Lorraine and the Formula Botanica Team.
