Fluff x Shopify Masters. A (re)introduction to the brand, with founder Erika Geraerts.

Pretty Hard

An interruption to our usual podcast schedule, to (re)introduce Fluff to new listeners, customers, and followers, on behalf of Shopify Masters and host Shuang Esther Shan.
​​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.

​​Founded in Melbourne, Australia, we ship our refillable Cloud Compacts around the world, for anyone who wants natural, vegan ingredients and refillable, plastic-free packaging without animal testing.

We operate on a quarterly drop model, meaning that our website is only open for a week, four times a year, to purchase the iconic Cloud Compact - designed to last a lifetime, as a heirloom piece that can be passed on. Existing customers can log in with a password at any time to purchase refills.

This allows us to manage supply and demand, and ultimately, determine the pace at which we do business, and the content we deliver to our audience. We believe it's a better outcome for our customers, our industry, our brand and our team.
Fluff was founded by Erika Geraerts who has spent 10 years in the beauty industry, previously co-founding international beauty brand Frank Body, and thinks that makeup is great, but not essential, and that the idea of skincare and makeup as a form of self expression, and taking care of oneself is a beautiful thing that should be celebrated, never exploited.

We believe that it's ok to feel more with makeup, so long as you don't feel less without it. Our products are all about keeping it simple: good for your skin, your thoughts, and the planet.
Find Erika on IG @erikageraerts
Listen to Shopify Masters here: https://open.spotify.com/show/77uc0yX736H3nBx8r9GdUG