Name: Erika Geraerts

Age: 29

Where are you right now- tell us what you can see? The Fluff Studio – I can see Shelby, who works for Fluff, staring out the window, trying to write… something. It’s hot and I’m hungry. I can’t see either of those things but I feel them.

What did you have for breakfast? A long black.

What are you usually doing at 11pm? Working. Or drinking wine. Or combining the two.

What is something most people don’t know about you? I really like to be alone.

Tell us a bit about your story? What defines you? My work has defined me for so long. And that’s something I’m proud of. This is my second brand in the beauty industry – I previously co-founded frank body. It was an amazing three years but I wanted to challenge myself to create something of greater value. Which is Fluff. We don’t believe that buying makeup is the problem. Selling the wrong idea about beauty is. We think the best way to change this is if we all start sharing our issues. Our issues with beauty. With the beauty industry. With Selfiesteem. With ourselves. We believe that if you don’t feel beautiful, makeup is not the answer. Covering up won’t fix how you feel. We believe that products should be good for your skin, and good for the planet. They should be simple to use, simple to wear. Less is more. We believe that the world is full of makeup brands, and not enough beauty companies. We want to change the face of the beauty industry, not the face of girls. We want made-up to feel real. Where girls can make up beauty for themselves. Where they can feel more in less. And we’re doing this by being a mirror to our audience; a reflection not just how they really look, but how they really feel. By making products that are good, simple, and all just fluff anyway.

What has been the biggest challenge you have faced in your life? Understanding my own thoughts.

How did you overcome that challenge? Practice (mostly Vipassana meditation). That being an awareness that it’s not about overcoming, it’s about seeing things for what they really are.

What is the biggest lesson you have learnt? “Between stimulus and response there is a space. In that space is our power to choose our response. In our response lies our growth and our freedom.” Viktor E. Frankl

What would you tell your 15 year old self? One day (sooner than you think) you won’t remember much about how it was to be 15. So write it down.

What is your biggest life tip? Try to seperate your experiencing self from your thoughts.

What do you think is the biggest issue facing women today? Personal doubt in their ability and choosing their own path in life.

What do you think is the biggest opportunity for women today? Thinking for themselves.

Finish the sentence This Is me …Teach me things, help me grow, but don’t try and change me.

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@itsall.fluff