ITS ALL FLUFF – the future of beauty

JWC chats with Erika Geraerts

Fluff was founded by Erika Geraerts who has spent 7 years in the beauty industry and thinks that makeup is great, but not essential. Fluff is for anyone who thinks that the world doesn’t need more products, just better products

How did Fluff Cosmetics come about? 
Fluff was founded by Erika Geraerts who has spent 7 years in the beauty industry and thinks that makeup is great, but not essential. Fluff was born from the idea that beauty could be better. We wanted to set a new standard for the industry. Our products are all about keeping it simple: good for your skin, your thoughts, and the planet. We think it’s ok to feel more with makeup, so long as you don’t feel less without it. 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.

The future of beauty is more than makeup, what does that statement mean to Fluff? We exist to discuss this very idea, with our audience. The world, our industry, and consumers are changing at a rate faster than ever. It’s not enough for a beauty brand to just offer products, we need to offer thoughts, opinions, and shared value systems. People are voting with their dollars. They are wearing their hearts not just on their sleeves, but also their faces. 

What does the future of beauty look like from a product perspective?
Refillable beauty. No single use plastic packaging. Vegan & cruelty-free formulas as a baseline. A reduction in the use of Palm Oil, and increase in Palm Oil alternatives. Less contouring. Simpler routines. 

When creating content for your brand what do you keep in mind and how does the way we are moving forward as a society alter that? How can we do different differently? Why as a beauty brand, do we feel pressured to only talk about products? Can we change that? We want our content to make people feel like being themselves, not someone else. We are conscious of our influence and take it very seriously. We think about how every post can be perceived, and how we want it to make the viewer/reader feel. Society is wanting more from brands – they want to see behind the scenes to the people working and bringing these products to life. Who are they, and what do they care about? No filter. 

Future of beauty what does that mean for beauty business brands? They need to centre the consumer. They need to respond to their demands. They need to think about everything they say and do, deeply. They need to be more human. They need to get intimate. 

What are 3 Fluff products our JWC consumer cannot live without?
Fluff Lip Oil.Truly the best lip balm you’ll ever own.
Fluff Face Oil #1. 100% Pure Jojoba Oil. An all rounder, must have.
Fluff Bronzing DuetThe perfect base for a subtle, healthy glow. 
Also available as The Cloud Collection or Foundation Set. 

What are 3 Fluff wellness must haves?
Water.
The Class.
Writing. 

What is instal for the future of Fluff Cosmetics?
We’re about to relaunch our website and a few more products which we are super excited about. Fluff is growing up a little, and we’re excited to offer our customers, and new audiences, a glimpse into our refined world. We’re also working on updating our Issues Page and extending our discussions into beauty and news. 

Tessa James

Tessa James

Australian Actress & Founder of James Wellness

@tessacharis

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