In this episode, Jess Hatzis shares the journey of how she and her co-founders built Frank Body into a $100M skincare brand with just $10,000.
Jess dives deep into the power of brand voice, why traditional beauty marketing was broken, and how Frank Body pioneered influencer-driven marketing before it became mainstream. She also reveals how the brand navigated copycats, expanded into retail, and evolved beyond its Instagram-famous coffee scrub.
Entrepreneurs will gain insights into creating a standout brand, scaling without losing authenticity, and adapting to market shifts over time.
Listen to Nathan and Jessica discuss:
- How Frank Body’s first Instagram marketing campaign changed the beauty industry
- The power of crafting a unique brand voice and treating brands like people
- Why Frank Body stopped sending free products to influencers and pivoted to a structured ambassador program
- The strategy behind shifting from an "Instagram brand" to a serious player in the skincare market
- The challenges of growing a team, defining co-founder roles, and learning to delegate
And much more branding advice…
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