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

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

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Episoder(690)

689: I Sold ONE Product in ONE Color - Then Exited for Half a Billion

689: I Sold ONE Product in ONE Color - Then Exited for Half a Billion

Rob Ward exited Quad Lock last year for half a billion dollars. He never took a cent of outside investment to build it, was profitable every single month from day one, and ran the business with a sk...

30 Jul 54min

688: (Solo) I Lost Years Of My Life To This One Mistake (And You're Probably Making It Right Now)

688: (Solo) I Lost Years Of My Life To This One Mistake (And You're Probably Making It Right Now)

I have never said this directly on the show before, but shiny object syndrome did not cost me months. It cost me years. Entire years where the Foundr team was spread across five or six initiatives ins...

27 Jul 11min

687: I Broke Every DTC Rule and Built a $1 Billion Brand From My Garage

687: I Broke Every DTC Rule and Built a $1 Billion Brand From My Garage

Sandra Oh Lin walked away from running eBay's fashion business in 2011 to pack craft boxes in her garage. She raised just $11 million in total - and never needed another dollar. KiwiCo has now shipped...

23 Jul 52min

686: Claire Built The World's #1 Dachshund Brand From Home - Now Doing $140K/Month

686: Claire Built The World's #1 Dachshund Brand From Home - Now Doing $140K/Month

Claire Wolfson got her first dachshund at 20, became completely obsessed, and watched him get paralysed by the spinal condition that affects almost every sausage dog. The original plan was to design a...

22 Jul 28min

685: (Solo) The $500,000 Lesson I Had to Learn the Hard Way

685: (Solo) The $500,000 Lesson I Had to Learn the Hard Way

A few years ago I lost half a million dollars in 30 days. Not in crypto, not in a speculative bet. In the business I built from my parents' basement and launched on $3,000 from a credit card. And the ...

20 Jul 11min

684: She Bet Her House Deposit on Hair Gel - and Built an 8-Figure Brand

684: She Bet Her House Deposit on Hair Gel - and Built an 8-Figure Brand

Yasmina Elmerkaoui had one shot - use the house deposit to buy a home, or bet it all on a hair gel she'd spent two years formulating. She chose the hair gel. On launch night she packed orders until 5a...

16 Jul 51min

683: (Solo) The Expense Audit That Could Save Your Brand Thousands This Year

683: (Solo) The Expense Audit That Could Save Your Brand Thousands This Year

This is not a growth hack. It is not going to go viral on a Twitter thread. But I genuinely believe it is one of the highest leverage things you can do for your brand right now, and most founders neve...

13 Jul 12min

682: From $2M in Debt to a $250M Gum Company | Pur Gum

682: From $2M in Debt to a $250M Gum Company | Pur Gum

Jay Klein lost $2 million on a gum nobody wanted. He sold the remaining stock to a pig feed company for $13,000 - then used every cent of it to launch Pur. Sixteen years later, Pur is the fastest-gr...

9 Jul 58min

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