If you’ve never heard of Frank Body, they are an Aussie skincare beauty brand, which is vegan, paraben, sulphate free and made from ground coffee beans. And they are taking the world by storm.
Founders of the brand Jess Hatzis, 30, and Bree Johnson, 29, started in Melbourne with only $5000 to create their delicious ground coffee body scrub. And 5 years later, they make nearly $20 million a year in revenue and now have their beauty brand spreading across the globe.
It all started when Johnson’s fiancé Steve Rowley, who owns several cafes around Melbourne, had two women continually come into one of his cafes asking for leftover coffee grinds, so they could use it as a body exfoliant.
Intrigued by this, Steve and his fiancé did some research and discovered coffee scrubs were in fact a DIY recipe for treating many skin conditions like cellulite, stretch marks, acne and even psoriasis.
So, the idea of Frank Body was formed.
With no marketing budget, both Hatzis and Johnson decided to promote their products exclusively on their Instagram account @frank_bod.
By encouraging customers to share photos of themselves using the Frank Body Coffee Scrub, these unique photos were then collated using special hashtags like #frankeffect and #letsbefrank.
Even some famous faces jumped on board to share photos of themselves using the signature coffee body scrub. Aussie celebrity beauties like Lara Bingle, Tash Oakley and Tammin Sursok plugged the brand heavily on their Instagram accounts, providing the perfect free marketing package for Frank Body to get their brand noticed, and for free.
Frank Body has now expanded into a full products range of skincare, which include lip scrubs, lip balms, face masks and moisturisers.
And the best part, all products are priced under $25.
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