A Peak Inside Australia’s Newest, Vegan Beauty Brand, Fluff.

I Feel Pretty sign with Lip Oil from Fluff

Bondi Beauty spoke to ex Frank Body co-founder Erika Geraerts, about her latest beauty venture, Fluff.

Fluff is an Australian cosmetics brand that is all about facing the harsh truths about the beauty industry.

From opening up a conversation about toxic messaging within beauty to vowing to keep their products simple, sutainable,100% vegan and cruelty-free, Fluff is revolutionising the way we should all be thinking about makeup. 

Prior to launching her new brand, Erika Geraerts co-founded the highly-successful skincare brand, Frank Body.

When Frank Body launched in 2013, they amassed a cult-following around the world for their iconic coffee scrubs.

The business is now a multi-million dollar skincare empire which has yet to be shaken from its place in the beauty market.  

“I made a lot of money doing something I later realised I didn’t care, or know anything about, and it didn’t make me happy. But I did it because it all felt right at the time. I was crazy enough to believe I could, and that served me well, until it didn’t.

Creating anything of value does not come quickly or easily, which is why Fluff is both the most challenging and rewarding project I have set upon to date. In a saturated, superficial industry, Fluff is entitled to an opinion, and ours is that the current beauty conversation is bullsh*t.

As brands we can do better: better messaging, better formulas, and better packaging experiences; products that are good not just for your skin, but your head, your wallet, and the planet.”  

Fluff Casual Cosmetics
“As brands we can do better”

Fluff is a Casual Cosmetics™ brand as coined by Erika herself, that does not thrive off of selling unattainable ideas of beauty that are built to hide and mask our real faces.

Instead the Melbourne-based brand embraces and enhances natural beauty from the inside out.

After working on the brand for almost 2 years, Fluff is now open and ready to sell their perfectly curated range of products, including lip oils, face oils, bronzing powders, a Kabuki brush and a cleanser.

Fluff product range
“We have an opinion and we are not afraid to share it”

So what separates Fluff from other cosmetic brands in the market right now?

“Firstly, I would say our main difference comes from our refill modelOur Bronzing Powders, Lip Oils, and Skincare bottles are all refillable – and how strange that this is uncommon in the beauty industry.

According to Zero Waste Week, more than 120 billion units of packaging are produced globally every year by the cosmetics industry, contributing to loss of 18 million acres of forest annually. We’re doing our bit in the hopes that consumers can do theirs.

Secondly, our message differs greatly from what’s already out there. Where the rest of the industry tells you that with more (products, makeup, spending) you are more, Fluff tells you the opposite. That beauty is more than makeup.

We have an opinion, and we’re not afraid to share it, or have people disagree with it. Instead of telling people what to think, we ask them what they’re thinking. Our platform allows our audience to create and share their thoughts and feelings and issues with the industry and the world around them.”

Why did you choose to come out with lip oils as opposed to other variations of lip products? 

“There’s enough makeup in the world right now – the most sustainable thing we could do is stop producing. The next best thing is to produce better, more responsible products.

For us that means better packaging (no plastic and refillable) and better formulas (no palm oil, talc, lanolin or beeswax; cruelty-free and Palm Oil-free).

I love our Lip Oils because they have a light, sheer application and payoff. Your lips don’t get addicted to heavy, thick oils or waxes that don’t allow natural moisture to be absorbed in the skin. You’ll find yourself applying less, because you’re not addicted to the ingredients that actually encourage dry and chapped skin.”

How did you come up with the unique packaging for your products? 

Fluff Lip Oils
“Our heads are often in the clouds”

“Our Bronzing Powder and Lip Oils both come in weighted, metal refillable compacts. We spent a considerable amount of time researching art deco vanity and cigarette cases – a time where makeup was like jewellery – coveted and a status symbol.

For us, Fluff’s compact signifies a shared valued system and attitude to cosmetics: keeping it casual. The shape itself is based upon a cloud – because our heads are often in the clouds, it’s when we look up that we’re most inspired.

The compact fits in the palm of your hand or pocket, it’s cooling to touch, and its weight feels calming and grounding. The reflection is distorted – a reminder that beauty is so much more than what is staring back at you.”

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