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 shakes up the traditional beauty model with its unique approach to product development, ethical messaging and a distinct business model. Don’t miss this week’s interview for more on the transformation of beauty standards.
Join us as Erika shares her journey since co-founding Frank Body for founding Fluff. It reveals how Fluff is challenging the rules 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 really make a difference, this episode is a must-listen.
“True beauty goes beyond aesthetics. it’s about intent and impact.“
— Erika Geraerts
In this episode with Erika Geraerts, you will hear:
- Erica’s Journey: Learn about Erika Geraerts’ journey from co-founding Frank Body to founding Fluff Casual Cosmetics and how her experiences shaped her unique approach to beauty.
- Intentional Beauty explained: Erika delves into her 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 engages its community in product development, ensuring the brand meets the diverse needs and preferences of its audience.
- Challenges in the beauty industry: Erika shares her insights into the challenges and criticisms facing the beauty industry and how Fluff aims to address these issues with a counter-cultural approach.
- Future vision: Get a glimpse of Erika’s vision for the future of Fluff, including possible collaborations with artists and expanding product lines.
Packaged essentials include:
- Intentional beauty is defined as: Erika explains the philosophy behind Fluff, stressing that beauty products should be fun and expressive, not necessary. 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 effectively manage supply and demand. Customers who buy once get exclusive access to parts at any time, boosting 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 works 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 global skincare brand Frank Body. She believes that makeup is great, but not necessary, 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 with no animal testing. Erika also hosts the Pretty solid podcastdiscussing our relationship with beauty and the challenges of running a beauty brand in today’s digital age.
Learn more about Erika Geraerts and Fluff:
Special offer: 10% discount. itallfluff.com use code: FORMULAB
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Lorraine Dallmeier is a biologist, certified environmentalist, and CEO of Formula Botanica, the award-winning online organic cosmetics school. Read more about Lorraine and the Formula Botanica team.
