Fluff was created in 2018 as an antidote to the current beauty industry narrative, for anyone who thinks that the world doesn't need more products, just better products, and  responsible, transparent messaging.

We believe that it's ok to feel more with makeup, so long as you don't feel less without it.  Our products are all about keeping it simple: good for your skin, your thoughts, and the planet.

Join our movement.

Fluff was founded by Erika Geraerts who has spent 10 years in the beauty industry and thinks that makeup is great, but not essential, and that the idea of skincare and makeup as a form of self expression, and taking care of oneself is a beautiful thing that should be celebrated, never exploited.

Our podcast, Pretty Hard is all about discussing what we feel when we think about our relationship to beauty: what we've been and are currently influenced by, what we're trying to change, and finally how hard it is to run (and consume) a beauty brand in today's digital age. Listen here.

We want to talk about our issues with the industry, and hear your own. Instead of telling people what to think and how to do things, we ask, what are you thinking? With your help, we created a magazine and our Issues platform. Read submissions here. We're always looking for contributors, so please DM or email us.

100% Vegan (No Lanolin, No Beeswax, No Wool, No Carmine). We are committed to no Palm-Oil (Sourcing natural alternatives or RSPO where traceable), We use refillable & recyclable packaging.

We hold ourselves accountable for responsible messaging and diversity & inclusion of the BIPOC & LGBTQI communities.

Fluff is a member of 1% for the planet. This means that we have committed to donate the equivalent of 1% of gross annual sales through a combination of monetary, in-kind and approved promotional support directly to environmental nonprofits. In addition to this, Fluff has donated to and supported the following organisations: The Orangutan Project, Black Lives Matter, The Stand With Asians American Fund, Common Ground Australia, Change the Record, and the Balu Blue Foundation.

We acknowledge the Traditional Owners of our land on which we live and operate as a business, the Boon Wurrung and Woiwurrung (Wurundjeri) peoples of the Kulin Nation, and their connections to land, sea and community. We pay our respect to their elders past, present and future, to all Aboriginal and Torres Strait Islander peoples today. Always was, always will be.