Ep 93. Fluff | Growing a Global Skincare Brand, Beauty vs the Beauty Industry, Challenging Overconsumption, Celebrating Natural Beauty with Founder Erika Geraerts

One Wild Ride with Pru Chapman

Erika Geraerts is the founder of cult beauty brand Fluff. Fluff was created in 2018 as an antidote to the current beauty industry narrative, for anyone who thinks that the world doesn't need more products, just better products, and responsible, transparent messaging. Their products are all about keeping it simple: good for your skin, your thoughts, and the planet - while questioning the beauty industry and uncovering the hidden influences creating and reinforcing unrealistic beauty standards.

Prior to creating Fluff Erika co-founded content agency Willow & Blake, which launched Frank Body, which went on to become an international beauty brand. She left to start Fluff in 2016, and simultaneously consults on social strategy under the name Napkin, writes for Medium, hosts the Hard Things podcast, and has written a childrens book.

Explored in Conversation:

• Beauty versus the beauty industry, uncovering the hidden influences creating and reinforcing unrealistic beauty standards

• The complex relationship between makeup and self-esteem and finding the balance between empowerment and disempowerment.

• Erika’s personal journey from Frank Body's success to the creation of Fluff, challenging overconsumption and embracing a minimalist philosophy

• Celebrating natural beauty, and insights into making informed beauty choices

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