At Good Studios, we’ve spent the last decade crafting with care—building a made-to-order hemp clothing, homewares and bedding business that prioritises quality over quantity, and slow over fast. Its not easy, but along the way, we’ve met some incredible brands doing the same.

Enter A Good Wayfinder—our journal of discovery, where we celebrate other brands and people making things good different. No PR spin, no marketing fluff (unless it’s It’s All Fluff!), just honest conversations about business, making beautiful things, and what it means to create with intention.

Recently, Good Studios founder Bing Rowland sat down with Erika Geraerts, the force behind Fluff, to talk about rewriting beauty norms, questioning industry narratives, and why doing things differently often means making people uncomfortable.

The Future of Beauty is More Than Makeup

Beauty is an industry built on transformation—change your skin, your look, your self. But what if beauty was about acceptance, not reinvention? Enter Fluff, the Melbourne-born brand rewriting the script.

Founded by Erika Geraerts in 2018, Fluff is the antidote to beauty brands that sell insecurity disguised as empowerment. It’s for those who believe the world doesn’t need more products, just better ones. And better, in Fluff’s eyes, means vegan, refillable, plastic-free, and responsibly messaged.

It’s a brand built for people who like makeup but don’t need it—who see skincare and cosmetics as self-expression, not self-worth. Their mantra? "It’s ok to feel more with makeup, so long as you don’t feel less without it."

But Fluff is more than just a beauty brand—it’s a conversation. Their Pretty Hard podcast dives into the complexities of beauty culture, their Issues platform asks “what are you thinking?” instead of telling people how to think, and their quarterly drop model is a direct rejection of fast beauty’s constant churn.

I’ve been using Fluff for about six months now, and it never fails to lift me up. There’s something about holding those Cloud Compacts in my hand that feels equal parts grounding and indulgent (the good kind). The weight of them, the way they feel like a considered object rather than just another disposable thing—I love that.

I recently had the pleasure of sitting down with Erika to talk about her true north, what she’s unlearning, and what it really means to make something good different.

BR: What’s your true north in business?

EG: I may not have realised this at the beginning of Fluff, but I’m really driven to change—or at least offer an alternative narrative within—the beauty industry. I love creating, I always have and hope that I always will. To create a conversation, a product, and a brand that people haven’t experienced before, and to encourage self-reflection and self-awareness within the consumer, I think is a pretty big deal. It’s a responsibility I don’t take lightly, and I’m extremely grateful for.Also, we’ve all got to do something with our hours. Might as well be something interesting.

BR: How do you know when you’re making something good different?

EG: Usually when people don’t like it. When there’s conflicting dialogue, it means people are uncomfortable. You’ve challenged them to think outside the box, outside the norm, outside the industry standard.

BR: What’s one beauty industry norm you’d love to dismantle for good?

EG: Anti-aging.

BR: What’s something you once believed about beauty that you no longer do?

EG: That I feel better/am better with makeup.

BR: What’s been your most moving customer story?

EG: We often hear from customers that we have changed their relationship to beauty. That they finally found a brand that told them, “It’s ok to feel more with makeup, so long as you don’t feel less without it.”Some tell us they no longer wear foundation. Others say they feel comfortable wearing no makeup in front of their partner or friends for the first time. That our brand makes them feel good about themselves, like they want to be themselves—not somebody else. Not like they’re not enough.

BR: What’s a piece of advice that’s stayed with you in your business journey?

EG: You never get what you deserve, only what you negotiate.

BR: What song never fails to bring you back to yourself?

EG: I listen to The Last Best Place by John Hayes every morning.

BR: What’s your most witchy ritual?

EG: I am forever curious about anything witchy—Shamans, Akashic Records, psychics, you name it.

BR: What’s a daily habit or ritual that keeps you creatively sharp?

EG: Meditation, walking, writing.

BR: What’s your idea of a bloody good day?

EG: Time to myself in the morning. Walking, black coffee, writing, yoga. A solid workday, discussing ideas, meditating, a dinner party. Time at the beach.

Beauty Without the Bullsh*t

Fluff doesn’t just sell products—it challenges an entire industry to rethink its messaging, its priorities, and its impact. From refillable packaging to slow-release product drops, from honest conversations to real community engagement, Erika and her team are proving that beauty can be better—without the bullshit.

If you’re looking for makeup that’s good for your skin, your thoughts, and the planet—Fluff is the real deal. And if you want to go deeper, listen to Pretty Hard, contribute to Issues, or just join the movement.

Because as Fluff proves, sometimes the most radical thing a beauty brand can do—is tell you that you’re already enough. - BR

Discover Fluff:
🌎 itsallfluff.com
🎧 Pretty Hard Podcast
📖 Issues Platform