Behind the brand: Frank Body’s co-founder on creating the coffee scrub that took broke the internet
The beauty brand Frank Body is synonymous with it deliciously messy coffee body scrubs. No one else does it like the Australian brand, not in real life nor on social media. And it’s co-founder Jess Hatzis says the team at Frank Body never expected the level of success that came with the product, which till today, is the brand’s best seller even after almost eight years: the Original Coffee Scrub.
Years ago, five friends had the idea of creating a coffee-based scrub after noticing in cafes that customers would ask for leftover coffee grounds for that very purpose. The digital agency Core DNA reports that that the founders invested just $5,000 (about RM1,5203) to create their coffee body scrub, launching it on social media with no budget but instead, a brilliant plan.
The recipe to Frank Body’s Instagram success starts with a coffee scrub that is 100 per cent natural, and real, honest feedback from its demographic of female Gen Z and Millennials. Apparently, the team was a pioneer in influencer marketing, but with a twist. They sent their scrubs to micro-influencers, whose honest reviews set Frank Body apart with a more authentic, relatable feel.
“Our goal has always been to make great quality products for babes all over the world, that will never change,” Hatzis shares with us. “The Original Coffee scrub is made with skin-loving ingredients like sweet almond oil and vitamin E and of course, coffee. Babes love this combo not only to make skin smooth but also to tackle stretch marks, cellulite, and even body breakouts.”
Since then, the little company of five has taken on the real and online world by storm, extending its skincare range while successfully tackling haircare too. Hatzis takes us through the rise of Frank Body in a modern world.