From discarded coffee beans to a $20million business, this is the story of Frank Body, a skincare brand with a personality that wants to get down and dirty...

Credit: Frank Body.

Frank Body is an Australian skincare brand, known for its coffee scrub, humble beginnings (using the by-product of coffee granules picked up from local cafes) and cheeky brand personality.

Founded by 5 friends who were on a mission to remove the hyperbole that saturates the skincare industry and make clean skincare fun.

Frank Body is Vegan, and Cruelty-free and “tested on babes, not bunnies”.

Credit: Frank Body

Frank Body’s biggest success comes down to its brand. The founders built an identity, a persona, that stands out and became instantly recognisable. Whenever and however a consumer comes into contact with the brand, its naughty, playful tone is consistent. And most importantly it a tone that resonates with its customers. It knows what they want, and what they care about.

As Frank Body has scaled from D2C to now be stocked in major retailers in Australia, UK and USA, it has not lost sight of the unique identity that it has become known for. Retail partners have been chosen because they complement the ethos of the brand and allow them to be themselves.

Credit: Frank Body

Whilst Frank Body did use ‘influencers’ as a means to drive initial awareness, most of the success has been organic, via a strategy that tapped into micro-communities. Consumers are incentivised to share product usage, “getting dirty with Frank”. Harnessing the power of social currency has been extended into a tiered loyalty program that grants access and deals based not only on purchase but also social sharing. It is this inherent understanding of their customer's behaviour that continues to propel the growth into new markets.

Frank Body is a case in point of the power of investing time and energy in building brands and not selling products.

Whilst we have no affiliation with Frank Body, other than a deep-seated love and admiration if you are looking to scale your product-based business, get in touch and let us discuss how we can grow you into a recognisable brand.