Meet Erika Geraerts. As one of the co-founders of communications agency Willow & Blake, Erika also co-founded skincare company frank body, which went on to become a huge international beauty brand. In 2016, Erika left Willow & Blake and frank body, and has since been working on her new venture in beauty, Fluff. This one is her favourite. Erika likes to spend her time around plants, dogs, good friends, and good food and coffee.
Fluff was founded by Erika Geraerts who thinks that makeup is fun, but not necessary. We want you to create and accept beauty, making it up for yourself.
Where did your love of beauty and skincare come from, has it always been there and did this help create Fluff? I would say I am the least beauty obsessed person I know. My entry into this industry came through writing – I love people and connecting with them through brands, and the stories they tell. It’s only in the last five years that my interest in clean formulas and better packaging experiences has really come into focus, however Fluff’s message — of beauty being more than makeup — has a far greater meaning for me.
What are your favourite skincare ingredients, and why? What are your favourite beauty treatments? I am obsessed with oils; jojoba, coconut, olive. I strongly believe they are the foundation for every beauty routine, and perhaps, all we need.
In terms of treatments, I am quite passionately against anything that strips or peels away the skin, laser, needling, or drying ingredients like clays. I believe our skin experiences moisture imbalances, and this is always the focus of any treatment I have or product I buy.
In regard to skin therapists and dermatologists, whose opinion or knowledge do you trust and believe in? My go-to skin therapist is Stacie and her team at Little Company in Melbourne and Byron Bay. They know what my skin needs, they don’t push any unnecessary treatment on me, and I trust that they want me to look like me, not someone else.
What are your thoughts on Botox and fillers etc? I personally do not like Botox or lip fillers. I believe society and social media (both brands and influencers) have placed an increasing amount of pressure (of which I have felt), particularly on young people to conform to this unrealistic standard of beauty, and as a result we have a group of people looking increasingly more like each other, instead of themselves. Age gracefully – it’s beautiful. Lines tell stories.
What would you like to try next; product, service or treatment? Fluff is working on a moisturising mask which I am excited about. I just bought Josh Rosebrook’s Antioxidant Cacao Mask and Nourish Shampoo and Conditioner and Serum Spray. I go to Little Company every few months (I wish more often) for a treatment. I love their LED light therapy and I am looking forward to doing that again.
What is your favourite beauty magazine? Who are you listening to in podcasts, or watching on Instagram or Youtube? I don’t really read beauty magazines, I usually find out about products by browsing in a few stores I like, e.g. The Lab Organics, as I trust their product selection and offering. I love Gemma Watt’s podcast on beauty, as well as Beauty Island. But my favourite podcasts are Mark Groves, Tim Ferris, and Ezra Klein. I’m not really across Youtube but on Instagram I love Balenciaga, Ijeoma Oluo, Jena Covello, NY Times, and of course, Britney Spears.