Welcome to a mini episode of Female Startup Club. In these mini eps I ask successful female founders 6 easy questions and today I’m chatting to Erika Geraerts, the founder of Fluff and ex Frank Body co-founder.
The Why Behind Fluff
When we asked Erika about the motivation behind Fluff, she shared that the brand was created to spark real conversations about beauty. “We want to encourage everyone—girls and guys alike—to talk about their experiences with the beauty industry. Beauty is so much more than just makeup. It’s about how we feel and the messages we send,” she explained.
Fluff aims to create a safe space for discussions that go beyond traditional beauty standards. Erika emphasized that people want to be heard and acknowledged. Many beauty brands talk a big game about being democratic and inclusive, but Fluff genuinely listens to its audience. It’s all about addressing the issues people face and the real impact of beauty standards in our lives.
Real Conversations, Real Impact
As we chatted, Erika shared that one of the biggest issues she sees is how people often feel their worth is tied to how much they buy or wear. Fluff flips that narrative, reminding everyone that it’s perfectly okay to embrace your natural self. “We named our brand Fluff because we want to convey that beauty isn’t all about excess—it’s nice to have, but it’s not necessary,” she said. This refreshing message encourages people to buy what they need rather than falling for the endless cycle of consumption.
A Steady Growth Mindset
Transitioning to the business side of things, Erika reflected on the growth trajectory of Fluff. “We’re not chasing that meteoric rise; instead, we’re focused on building something sustainable. We want our products to become staples in people’s routines,” she shared.
Erika emphasized that Fluff is about meaningful engagement rather than just quick sales. She’s seen that the connection with their community—especially with girls sharing their beauty issues—is what truly sets Fluff apart from other brands.
One of Fluff's standout features is its luxurious packaging, which has become iconic in its own right. “We invested time and resources into creating packaging that feels good to hold and looks fabulous. People are loving it, and it’s become part of the Fluff experience,” Erika noted.
Morning Rituals and Mindset
Switching gears, we dove into how Erika maintains a positive mindset while juggling life and business. She shared her love for early mornings, waking up at 5:30 AM to fit in yoga before her day starts. “It’s a game changer for my mental state. I arrive on the mat with all my worries, and by the end, I’m left with just one or two key things to focus on,” she said.
Erika is also passionate about meditation, despite the challenges of maintaining a consistent practice. “I try to give myself grace. It’s about accepting that I’ll dip in and out of it, but the benefits are worth returning to,” she reflected.
When it comes to staying grounded, she emphasizes breaking tasks down. “I keep my to-do list manageable. Focusing on just three significant things each day helps me stay focused and productive,” Erika advised.
The Learning Mindset
Curiosity drives Erika, and she loves exploring new ideas. She spends her free time reading a mix of business and philosophy books, noting that some of her favorites include The Hard Thing About Hard Things by Ben Horowitz and The Courage to Be Disliked. “These books remind me that challenges are a part of the journey,” she explained.
She also values time spent outside, which fuels her creativity and allows for inspiration to flow. “Sometimes, we just need to daydream and let our minds wander. That’s when the best ideas come,” Erika said.
Embracing Failure
We couldn’t end our chat without touching on how Erika handles failure. She acknowledges that in the startup world, setbacks are inevitable. “Every crisis is an opportunity to learn and grow. I embrace those moments and reflect on what went wrong. It’s all about being proactive and ready to adapt,” she explained.
For Erika, every experience—whether it feels like a success or a failure—adds to her toolkit for the future. “I want to be a business owner for decades to come, and I’m excited to see how I’ll evolve through all these experiences,” she said.
Investing in the Team
Finally, when asked where she’d invest if she had $1,000 left in her business account, Erika didn’t hesitate. “I’d put it into my team. A good idea in the hands of a mediocre team won’t go far, but with a great team, it can flourish. It’s all about collaboration and leveraging our collective strengths,” she shared.
Wrapping Up
Erika Geraerts is a breath of fresh air in the beauty industry, and Fluff is a testament to her passion for meaningful engagement and authentic conversations. If you’re curious about Fluff and Erika’s journey, check out their Instagram and website for more inspiring content.
