An interview with Erika Geraerts, founder of Fluff Organic Makeup

Stephanie Audino March 31, 2021
An interview with Erika Geraerts, founder of Fluff Organic Makeup

With almost a decade in the beauty industry, Erika Geraerts was left feeling tired and slightly jaded. So, she decided to take all she’d learned – as well as her ethical and conscious principles – to create Fluff: a makeup brand for a younger generation being raised by the internet.

We talked to Erika about her goal for Fluff to provide an alternative narrative to the beauty industry, why it’s time to walk away from Millennial Pink and Instagram filters and why a makeunder is the new makeover.

You are the Founder and Director of natural and sustainable makeup brand, Fluff. Tell us about the brand.

I am very conscious of words like natural and sustainable, because in cosmetics, natural is a very abused word, and sustainable is a debatable term. We can be better, yes – we can be more responsible, definitely, but in my mind the most sustainable thing we could all do is stop producing.

The next best thing is committing to responsible practices and processes and producing products that encourage more conscious consumption. In our mind, slower is faster. Fluff is committed to better products: refillable, no single-use plastic, vegan, cruelty-free formulas, and finding alternatives to palm oil.

And better messaging: we think it’s ok to feel more with makeup, so long as you don’t feel less without it.

What was your initial inspiration behind starting Fluff?

I knew there was a market opportunity (both locally and internationally) for a brand that connected to a younger generation that was growing up on the internet. I wanted to provide an alternative narrative in the beauty industry – moving away from Millennial Pink and Instagram filters towards a more low-fi aesthetic and awareness that beauty is more than makeup. We exist to discuss this very fact.

Any top products from the Fluff range you’d recommend?

The Foundation Set (which doesn’t include a foundation product). It’s simply Fluff: Face Oil #1, Refillable Bronzing Powder & Kabuki Brush. It’s all you need. Also, actually – everyone in the world should own a Fluff Lip Oil. 100% Vegan, Cruelty-free, no Palm Oil – and refillable. Something we’re very proud of.

You’ve spent seven years in the beauty industry. Tell us about that journey so far.

It’s been long. And tiring. And aged me, ironically. It’s also been a fascinating experience to see how different people grow up and view themselves over time, in relation to beauty. My career started in writing, which led me to working with beauty brands, to co-founding a skincare company (frank body) and then leaving to start Fluff.

We hear you’re a big fan of Boody. What is it about our everyday essentials you love?

I have realised that I cannot wear clothes that aren’t comfortable. Which sounds obvious, but I have spent years in clothes that don’t feel like me, or don’t fit me properly, because I was trying to construct an idea of myself, through someone else. I also love bamboo – it really does feel different.

Any top picks from our ranges?

I love to wear the Downtime Lounge Top, Downtime Lounge Pants and Everyday Slip. I love basics that I can dress up and down – that I can go out to dinner in and then literally collapse into bed if I feel so inclined. I also have a fear of visible panty lines. I think they are lazy.

Sustainability is incredibly important to us at Boody. In what ways are Fluff products eco-friendly?

Our efforts towards sustainability include our weighted metal, refillable compacts – across our Lip Oils and Bronzing Powders. We’re really proud of these not only because they’re so different and visually beautiful, but because they’re pretty indestructible. We based the design of a cloud shape and Art Deco vanity cases, in which makeup was like jewellery – you can refill these again and again.

We are about to rollout refills for our glass, liquid skincare products, too. And we’re constantly looking at ways to improve our packaging, including working with Grounded and their compostable, secondary packaging and poly mailers. This is a long journey and process to replace outdated models, but one we’re committed to.

Fluff is also joining 1% for the Planet this month, in addition to our goal of becoming a BCorp by the end of the year.

Any top tips on how people can live a more sustainable lifestyle?

Read and start with the small things: your toothbrush, your coffee cup, compost, shopping bags, etc. Then start reading about the companies/brands you buy from, and what they stand for. If they don’t talk about it, that’s their answer.

Tell us about the Makeunders you guys run at Fluff.

Makeunders are our answer to Makeovers. Where you might pay $90 to have 50 products applied to your face, and walk out feeling like someone else, at Fluff Studio, you pay $20 to have less than 5 products applied, and you leave looking like you: pretty. We’re more interested in chatting to you than selling to you. And that’s what makes Fluff different.

What’s next? Anything exciting on the horizon you’d like to mention?

A few more products, a few more shades, and a lot more challenging conversations for the beauty industry.

You may also like

An Open Letter on Mother’s Day


An Open Letter on Mother’s Day

A letter to the women who gave me life and the daughters I birthed into this world. All having an impact and shaping me into the woman I am right now; the mother, the daughter and the granddaughter. My daughters Millie bobby & Lakey Boh, words can't describe the way I feel about you both and the unconditional love that fills my heart knowing you are mine. One of my biggest dreams growing up was to be a mum; to fall in love, have a family and live a happy, healthy, well balanced life. I feel so blessed that my dream is now a reality. Falling pregnant with you both brought me so much joy and excitement.To experience life dancing inside my womb was magic and birthing you was one of the most amazing moments of my life. I thank my lucky stars you girls chose me to be your mum. I promise to be there for you and help guide you through life, but allow you to find your own path.  I will teach you and encourage you both to live life to its fullest, dream big, stand strong for your beliefs, show kindness and love. Love life, love hard and love yourself. As girls who will grow into women, you may come across challenges, you may have your heart broken, you may question yourself, you may find yourself lost. Just know that I am here and you are capable of anything. My girls, I want you to know that You are beautiful You are smart You are worthy You are kind You are loved You are like no other  You are you And that's truly all you need to be. My world lies with you. Forever your biggest cheerleader. I love you with every part of me. Love your mummy My mum,Thank you from the bottom of my heart for everything you've done and continue to do for me. Only now as a mum myself I truely understand. All the sleepless nights, the cooking to ensure we ate well, the cleaning and never ending laundry, personal taxi driver, unconditional love and the worrying that comes with the role. I feel so blessed to have you and our family. You worked so hard to give myself and my brother so much growing up and continue to give as I have my own family. I appreciate you, your giving nature and willingness to help when needed. From minding my girls, picking up groceries, cooking for us or giving a helping hand around the house. Now a Nonna to my girls, I thank you for your guidance. Millie adores you and enjoys her days with you. Nonna being one of her first words it was evident you had a big impression on her early on. Millie and Lakey are so lucky to have you and I'm so happy I get to watch your relationship with them.  You areMy inspiration. My mentor.My friend . I love you To my grandma and Ma to my daughters,We have always just clicked; our love for arts and crafts, our love for a good chat, our love for outdoors and the ocean and our love for family. I've always felt special being your first grandchild and Pa's princess. I have so many good memories growing up at your house, outside playing with Ben (dog) or swimming in the pool. It was my second home and I loved it. You inspire me in many ways, You yourself, a mum of 6, it blows my mind. What a super woman you are. And now a grandma to 15 and a Ma to 2, such a big achievement. You should be so proud. You are a woman of routine, rain hail or shine. In the early hours of the morning you swim in the rock pool with your community of friends and fellow locals. I love this so much and enjoy telling others what a routine to have. What a way to feel alive within the ocean. Pure bliss. I'm so proud of you this last year after the passing of your loving husband, my pa.  You are so loved by everyone around you and know I'm always here for you. I love you deeply  Mother Nature,It seemed fit to include you in this letter as I have so much to thank you for. I am so blessed to have grown up and currently still live in a beautiful area called the Sutherland Shire. It is such an amazing area to live, grow up and watch my girls grow up in. After becoming a mother for the very first time, I was introduced to a natural way of living. Choosing plants over chemicals, choosing to become aware of ingredients and do research into the products my family use. Choosing safer natural alternatives where possible. Choosing health, wellness and happiness. Choosing to share my journey and build my community. Choosing to make a difference. The last 2.5yrs I have empowered myself and given my daughters a better start to life knowing I'm reducing their toxic exposure. I am connecting with like minded people and small businesses. It has been an eye opener and I am forever grateful.  LoveLara Lara wears our Shaper Crop Bra and Classic Bikini. Shop now Follow Lara at @theessentialcoPhotos by @tashwhittyphotography  

An interview with Marlee Silva, Tiddas 4 Tiddas Founder


An interview with Marlee Silva, Tiddas 4 Tiddas Founder

Marlee Silva, also known as the ultimate multi-tasker is the force behind Tiddas 4 Tiddas, a writer, a podcast host, and a published author. Marlee launched the Instagram platform Tiddas 4 Tiddas ('tidda' is an Aboriginal word for sister) in November of 2018 with her sister, Keely. 

International Women's Day | With Phoebe Ghorayeb


International Women's Day | With Phoebe Ghorayeb

To mark International Women’s Day this year, we asked women who are part of our community, how the official IWD 2020 theme #ChooseToChallenge speaks to them. Meet Phoebe Ghorayeb, a mum, a wife, a model, a presenter and a blogger at [MODEL] Appetite.