227: From a $20M Business to Starting Over With a New Vision, with Erika Geraerts of Fluff

Frank Body co-founder Erika Geraerts left her $20 million coffee scrub company to invent a new category within the beauty industry.

She's now on a mission to empower young girls everywhere to feel more comfortable with themselves. According to this forward-thinking founder, the world has enough makeup products, and what the industry really needs is better products with better brand messages.

Geraerts thinks makeup should be fun, not a necessity or a chore, which is one reason she called her company Fluff. But there's nothing frivolous about her approach to business. Geraerts is filling a void in the cosmetics industry and raising up the self-esteem of women globally in the process.

In this compelling video interview, Geraerts reveals why she decided to leave her booming skin care company, and what she sees on the horizon for Fluff. She also talks about her strict manufacturing process, her focus on sustainable products, her unique customer development process, and the distinct way the company creates online content.

Key Takeaways

• How Geraerts chooses manufacturers to create her products
• The company’s unique customer development process for finding out what types of products solve her customers’ problems
• Why she won’t be focusing on traditional influencer marketing to promote her products
• Fluff’s unique website launch strategy and how they work with their customers and freelancers to curate all of their content