Tell us about Fluff.
Fluff is a Casual Cosmetics Company that sells a minimal approach to makeup and an anti-establishment approach to the industry. We have a simple but refined selection of makeup and skincare products in beautiful, refillable packaging which allows consumers to still look like themselves: pretty. Fluff is for anyone who thinks that the world doesn’t need more products, just better products. Anyone who’s sick of bunny testing. Anyone who can’t understand why makeup isn’t vegan. Or why there’s palm oil in everything. Anyone who is over ‘empowertising’ from faceless brands who don’t care. Anyone who thinks that the future can be better than what we have right now. Anyone who thinks that beauty can be more than makeup.
What inspired you to start Fluff?
While at frank body (and also through Willow & Blake) I met so many beauty founders, consumers, influencers, and marketers, and learnt so much about the industry. I began to notice a growing sentiment of distrust, dissatisfaction, and disheartenment with content and messaging. I saw a gap for an Australian brand that spoke to a younger generation (without speaking down to them) and products that spoke to a more conscious consumer. When I decided to leave frank body I said to myself, “Fuck it. I’m young, I’ve got one more brand in me, let’s do this.” My six years of industry experience (fast tracked through frank body) provided an incredible stepping stone for me to build Fluff. Without such I would not have had the learnings or credibility to raise funds, and build the team and brand and company that we now have.
Tell us about your career and background.
The Twitter version? I studied Journalism and worked in a marketing agency as a copywriter for just under two years before I started a writing agency (Willow & Blake) of my own with two friends. We developed tone of voice, social strategy, and marketing campaigns across various industries for hundreds of clients before starting our own side project which would later be known as frank body. After three years in my role as co-founder, I decided my energy was moving elsewhere – and that brings me to founding Fluff.
Describe a typical (if there is such a thing) work day for you.
My day is totally boring but incredibly fulfilling, with flickers of excitement thrown in every now and then.
-I start my day between 5.30-6.30am, doing the things I need to personally do, before I can face the day.
-We have a team ‘Stand Up’ at 8.45am each day where we discuss what we’re working on and what we need help with.
-I usually have 10-20 emails overnight which I need to reply to.
-My day to day tasks are a mix of financial admin, product planning, liaising with our manufacturers and suppliers and working with our content team. I also jump on our DMS and customer service emails from time to time because I think it’s important for me to understand our audience and customers’ needs.
What advice do you have for those wanting to start a business?
-Have a purpose other than profit.
-Know how much you need to make to stay alive.
-Understand your audience and your market.
-Spend like a poor person.
-Hire like your life depends on it.
-Know your product pipeline.
-Iterate.
-Be patient, persistent, kind and curious.
Has COVID-19 affected the way you are currently managing your business. If so, how?
We are currently working remotely which has been a mix of emotions. I miss our team greatly – and our Fitzroy Studio. We all feel like we are getting more work done, with more time to focus on our online sales and content, which is challenging and stimulating – everyone is online right now and brands are scrambling to create meaningful, intelligent content. We’ve had to change our communication methods and processes for streamlined work. We’ve had delays with product shipping, however it’s given us a chance to reach out and get really close to our customers and get to know them better.
https://www.instagram.com/p/B-6VAtjn6k9/
What’s next for you, and Fluff?
More products – with a focus on skincare, and doubling down on our online conversations and Issues platform, something we feel really strongly about and are constantly seeking new writers and contributors. We’ll look to expand into the EU over 2021/22, if the world allows for it.
Explore fluff here.
