Over the course of the last nine years, coffee-scrub brand Frank Body has become one of the leading skincare brands in Australia, combining an irreverent sense of humour with quality products to reach its target consumer. Now, following its recent expansion into China after completing a raise on a valuation of over $100 million, the business is preparing to broaden its reach in Asia. “We like to partner with people, whether they are brands, platforms or retailers, who are unique to the
to the market,” Frank Body co-founder and chief marketing officer Jess Hatzis told Inside Retail.
“Every region we operate in is different – the consumers, the competition and landscape shift significantly everytime we move markets, and so our strategy has to shift accordingly. Our launch into Asia has been wonderful, we’ve only very recently become operational, but the response to the brand has been very positive.”
Although the brand is carried in a number of large beauty chains worldwide, such as Ulta Beauty and Target in the US, and Boots in the UK, Hatzis said Frank Body’s direct-to-consumer offering will continue to be the heart of the business.
According to Hatzis, the online DTC channel is where Frank Body can interact closest with its customers, and “customers are the reason we exist.”
“Bricks-and-mortar stores are incredible, because they give our customer the chance to touch and feel our products, but direct-to-consumer is great in a different way – we can offer perks through our loyalty program and deliver a great one-to-one connection to the brand,” she said.
Climate positive by 2023
Beyond its expansion plans, Frank Body is also on a mission to make its products as ethical as possible – going as far as to sever ties with retailers it feels aren’t trying hard enough to make their own operations sustainable.
“We haven’t been afraid to cut ties with these retailers in favour of those who are engaged in initiatives or action that supports a more sustainable world,” said co-founder Alex Boffa last year according to Cosmetics Business.
“The onus to improve the livelihood of our planet ultimately falls back on brands and consumers because governments like Australia are doing very little.”
The business has also committed to be climate positive by 2023 – going a step further than simply offsetting its emissions, and instead working to provide a benefit for the environment through its operations.
The business’ Australian office turned over to 100 per cent renewable energy in August of 2021, while its New York office uses a green energy provider, and it is working on delivering more refillable and recyclable options through its product line moving forward.
From the ground up
Frank Body was created nine years ago by Hatzis and Boffa, as well as Bree Johnson and Steve Rowley.
“For myself and Bree, we wanted to create a brand from scratch that pushed the boundaries and really connected with consumers, [and] Steve and Alex wanted to expand into e-commerce and global operations,” Hatzis said.
“Together we knew we could create a brand around wellness, creativity and social media and turn it into something wonderful.”
The result was an honest brand that did away with many of the trappings of skincare businesses that had been approaching the agency for help with their own creative work.
“To be frank, we felt so disconnected from what brands were offering us – beauty was so scientific, stale or corporate,” Hatzis said. “We wanted to inject some fun and humour into the skincare world and it turns out, that’s what customers wanted too.”