The sweetness trade is commonly seen as superficial, however what if it could possibly be extra than simply fluff?
On this episode of Inexperienced Magnificence Conversations, we dive into the idea of intentional magnificence with Erika Geraerts, founding father of Fluff Informal Cosmetics.
Erika’s model is shaking up the standard magnificence mannequin with its distinctive method to product growth, moral messaging, and a particular enterprise mannequin. Don’t miss this week’s interview for extra insights on remodeling magnificence requirements.
Be a part of us as Erika shares her journey from co-founding Frank Physique to establishing Fluff. She reveals how Fluff challenges the norms of the wonder trade by specializing in minimal, refillable merchandise and significant client engagement.
In case you’re uninterested in the identical outdated magnificence narratives and wish to uncover how a model can actually make a distinction, this episode is a must-listen.
“True magnificence goes past aesthetics; it’s about intention and influence.”
— Erika Geraerts
On this episode with Erika Geraerts, you’ll hear:
- Erika’s journey: Find out about Erika Geraerts’ path from co-founding Frank Physique to establishing Fluff Informal Cosmetics, and the way her experiences formed her distinctive method to magnificence.
- Intentional magnificence defined: Erika delves into the philosophy of intentional magnificence, discussing why she believes make-up must be a type of self-expression somewhat than a necessity.
- Revolutionary enterprise practices: Uncover how Fluff’s drop mannequin and refillable packaging are setting new requirements within the magnificence trade, specializing in sustainability and client loyalty.
- Neighborhood engagement: Hear how Fluff entails its group in product growth, making certain that the model meets the various wants and preferences of its viewers.
- Challenges within the magnificence trade: Erika shares her insights on the challenges and criticisms confronted by the wonder trade, and the way Fluff goals to deal with these points with a countercultural method.
- Future imaginative and prescient: Get a glimpse into Erika’s imaginative and prescient for the way forward for Fluff, together with potential collaborations with artists and the growth of product strains.
Key takeouts embody:
- Intentional magnificence outlined: Erika explains the philosophy behind Fluff, emphasizing that magnificence merchandise must be enjoyable and expressive, not important. She challenges the trade’s deal with high-coverage make-up and promotes a extra pure, minimalist method.
- Revolutionary enterprise mannequin: Fluff operates on a drop mannequin, releasing merchandise 4 occasions a yr. This technique creates shortage and permits the model to handle provide and demand successfully. Clients who buy as soon as acquire unique entry to refills anytime, fostering loyalty and retention.
- Moral packaging: Fluff’s Cloud Compacts are comprised of zamac, a sustainable steel alloy. This alternative displays the model’s dedication to lowering plastic waste and creating merchandise that really feel luxurious and sturdy.
- Neighborhood-driven product growth: As a substitute of dictating what customers want, Fluff collaborates with its group to develop new shades and merchandise. This inclusive method ensures that the model meets the various wants of its viewers.
Meet our guest- Erika Geraerts
Erika Geraerts based Fluff Informal Cosmetics after spending 10 years within the magnificence trade and beforehand co-founding the worldwide skincare model Frank Physique. She believes that make-up is nice however not important and that skincare and make-up must be types of self-expression and self-care, celebrated with out exploitation.
Based in Melbourne, Australia, Fluff ships refillable Cloud Compacts worldwide, providing pure vegan elements and plastic-free packaging with out animal testing. Erika additionally hosts the Fairly Laborious podcast, discussing our relationship with magnificence and the challenges of working a magnificence model in at present’s digital age.
Discover out extra about Erika Geraerts and Fluff:
Particular supply: For 10% off itsallfluff.com use the code: FORMULAB
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Lorraine Dallmeier is a Biologist, Chartered Environmentalist and the CEO of Formulation Botanica, the award-winning on-line natural beauty science faculty. Learn extra about Lorraine and the Formulation Botanica Crew.
