Apr 11, 2022
In Design Forum
How Erika Geraerts is working with teens to revolutionize the beauty industry with her cosmetics startup Fluff. Ecommerce History: From $20 Million and From 0 | ERIKA GERAERTS Erika Geraerts isn't quite what you'd expect of a woman making a name for herself in the cosmetics industry. Her go-to outfit tends to be something like a comfy, oversized beanie and flannel. And instead of a ruthless, always-on CEO, she seems like the girlfriend you'd want to grab for a hike or a coffee. Her voice has that earnest quality that instantly makes you want to divulge every detail of your lousy day, knowing without a doubt that she can do it right again. In other words, it is real. And that is exactly the goal. Geraerts isn't your typical cosmetics company CEO, because Fluff isn't your typical beauty brand. Fluff is a brand on a mission. With an empowering message inspired by teenage girls, Geraerts is building a new kind of makeup business with a new way of looking at makeup. But this isn't her first foray into the world of beauty products – as at less than 30 years old, Geraerts has already made significant achievements and had to employee email database make great sacrifices to make Fluff a reality. Let's be honest In 2013, Geraerts and four other female founders launched Australian beauty brand Frank Body, which sold its homemade coffee scrubs and started a skincare craze, thanks to a great product and brilliant marketing. . Even as she started a business with two dear friends and found success, she soon felt something was missing in her professional life. After working at Frank Body for about three years, I felt like something was missing,” she says. "One day I woke up and didn't want to go to work...and I thought that was pretty crazy, so I knew I had to make a pretty tough choice." As Frank Body prepared to strike an investment deal with an American company, which meant she and the other co-founders would have to sign on for five years, she knew the time had come for her to step aside. She still sadly remembers the phone call that would change her relationship with her two close friends, but she doesn't regret Frank Body's transition to his current path. She had been following the state of the beauty industry closely, and when it came time to get started, she already had a glimmer of an idea. And it was big.