Interview: The Founder of Fluff Cosmetics

Meet Erika Geraerts

Welcome to the first of a series of interviews where I chat to interesting people that challenge the status quo. Through these discussions, I aim to encourage intellectual exploration, curiosity, and critical thinking. I love to learn. The best ways to learn are to read and ask questions, so what better way to combine my two loves: interviewing cool, smart people for this newsletter?

I recently had the pleasure of interviewing Erika Geraerts, the founder of Fluff Cosmetics. Close to six years ago Geraerts, the co-founder of million dollar skincare company Frank Body, left the business to create and build a brand that spoke to a younger generation, simplify beauty products and routines, and speak to a more conscious consumer.

I have been following Fluff on Instagram for a few years. I’ve never actually bought anything though. As an influencer I am gifted a lot of product, but mostly I am gifted a lot of skincare. If you know me well, you’ll know I love trying new things. I read that it’s not actually the new things I like trying but the release of the old things. Oliver Burkeman, author of Four Thousand Weeks, the book of the month, writes:

You let go of some framework that was supposed to be helping you wrap your mind around the world, and you relax instead into the only thing we can ever really depend on completely, which is doubt. 

So 2019 Madalin, wrapped in doubt (and a sprinkle of crisis for good measure) found *skincare*. And throw herself into it, she did. Skincare become an obsession. 12 step night-time routines, everything K-beauty, Tretinoin prescriptions, hydrocolloid star shaped pimple patches… I dived in head first. But eventually I realised, (with the assistance of beauty journalist Jessica Defino’s work - The Unpublishable) I had simply replaced Diet Culture with Dewy Skincare Culture. Since then, I’ve made an effort to severely cut down on the level of skincare products I accept and use.

Now a lightbulb went off in my dear over-stimulated cerebrum. AN IDEA! I would use/gift most of my skincare products, and then embark on a journey of simplicity. I love me a journey. New! Exciting! Huzzah! I would begin a simple routine that worked. I read this post by Defino, she doesn’t recommend buying much, the majority of her work is based on what not to buy, as opposed to what to buy. But, I am on a journey. Defino suggests a simple routine of Manuka honey, rose water, and jojoba oil. That’s it! I was hooked.

When I thought where to purchase these products, Fluff instantly came to mind. I love the approach Fluff takes to beauty, their roots in sustainability and simplicity, and refillable vegan/cruelty free/palm oil free products. I particularly resonated with the ethos of founder Erika Geraerts.

I was intrigued by the honesty and integrity in Geraerts writing, (you can read Geraerts’ musings here), it’s rare for business owners to be transparent about the challenges involved in the process of building a business & brand. I genuinely believed in her and her business model, and I wanted to support her. I promptly purchased the Floral Water and Facial Oil #1, and the magpie in me couldn’t resist the Lip Oil packaged in a cute compact stainless steel pan.

My haul of Fluff, photography by me

All intros asides, without further ado, I present, the interview:

Interview #1: Erika Geraerts on meditation, ego, and pink suits

MG: Based on reading many of your interviews and blogs, I get the vibes you are a deep thinker. I wonder if you ever get stuck in a cycle of over analysis regarding business decisions for Fluff? If so, how do you pull yourself out, and re-centre yourself?

EG: Your vibe is right - I think a lot, sometimes too much. At some point I realised that I couldn't make these decisions alone, and that I needed to lean on a select few people whose advice I trust. They know me (perhaps better than I know myself) and my previous business endeavours, and motivations, so they help pull me out of analysis paralysis when I need to. Secondly, I meditate. My practice has been up and down for almost 10 years, and is probably in its best place - I have greater clarity and make my best decisions when I have started my day this way.

MG: As an influencer who influences people to consume, I am often considering how I sell products to people in a world that needs to consume less. How do you reconcile creating a profitable brand with integrity and authenticity, for a conscious consumer and selling to them at the same time? As you said here, “how do we keep pushing our message of consuming less, when the truth is, we need sales so that we can grow more?”

EG: This is a really tough one and represents an ongoing internal battle for myself. At the end of day, if consumers are going to consume in the beauty industry (in this capitalist world) I would prefer if people bought our product over another company who didn't have the same values, or didn't promote a healthy or responsible message around beauty, or commit to practices like refillable products. We back ourselves, our product, our brand and our message, and based on the feedback from our audience and customers, we know what we're doing is important. We know that Fluff is so much more than makeup, and we believe we're leaving a legacy outside of profiting for ourselves. 

MG: I’ve found my best work comes when I am in my flow state, no specific plan, just being in the moment. Do you practice mindfulness when running Fluff? How do you approach mindfulness combined with operating a business when usual practices require planning, structure, and routine?

EG: There really are two sides to Fluff - the business and the brand. I lean towards the brand, to the creative side, and this requires a different kind of energy to the admin involved in running and growing the business (which I'm not very good at). So much of our brand stems from writing, which I do every morning, before I do anything else (after meditating). It's where my ideas come from in their purest state, to which I can later tweak, adjust or manipulate. 

MG: You described, “an internal battle with my ego” in your blog post, referring to when you decided to move with greater integrity & intention. I’m fascinated by this. Can you describe this process in more detail?

EG: We launched Fluff two years after I had left my previous brand, but I had been working on it a year before that. I had so much energy (and ego) (and funding) and I wanted to prove things to the industry, my previous business partners, but most importantly myself. But I wasn't thinking properly. These were decisions (and mistakes) I had to make, and learn from. Spending money quickly on things we didn't need to, and not prioritising our product pipeline, or planning. And expecting our business to grow at the same rate as my last business, while not doing the same strategies, was foolish. But the reality check that followed was incredibly humbling and worthwhile. When we paused, and took stock, and realised that:

Moving slower would be our greatest lesson and reward, we started to enjoy things a lot more. Of course, it delays financial gratification (which we all want), but we believe we are building something bigger and more important than that. 

MG: You’ve spoken previously wishing that founders discussed their biggest challenges or questions in business, what do you wish founders were more open and vulnerable about?

EG: I wish more founders would speak openly about the typical enmeshment of personal and business life. How it's hard for the two to work/grow together. That we don't always have the answers and that we often get things wrong, and that's ok. If this was easy, everyone would do it. It's not about throwing a pity party but it's not about promoting hustle culture or being a girl boss either. The pink suits and handbags and blow waves don't equal happiness, I can tell you that.

Shop Fluff Cosmetics here and read more musings from Erika here.

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I hope you loved Erika as much as I did!

Hugs,

Madalin