557: She Went From $0 to $100M Selling Coffee Scrubs | Jessica Hatzis (Best of Foundr) [VIDEO]

The Foundr Podcast with Nathan Chan

Nathan Chan

Marketing, Business, Entrepreneurship

4.8 • 662 Ratings

🗓️ 28 March 2025

⏱️ 40 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In this episode, Jess Hatzis shares the journey of how she and her co-founders built Frank Body into a $100M skincare brand with just $10,000. Jess dives deep into the power of brand voice, why traditional beauty marketing was broken, and how Frank Body pioneered influencer-driven marketing before it became mainstream. She also reveals how the brand navigated copycats, expanded into retail, and evolved beyond its Instagram-famous coffee scrub. Entrepreneurs will gain insights into creating a standout brand, scaling without losing authenticity, and adapting to market shifts over time. Listen to Nathan and Jessica discuss: - How Frank Body’s first Instagram marketing campaign changed the beauty industry - The power of crafting a unique brand voice and treating brands like people - Why Frank Body stopped sending free products to influencers and pivoted to a structured ambassador program - The strategy behind shifting from an "Instagram brand" to a serious player in the skincare market - The challenges of growing a team, defining co-founder roles, and learning to delegate And much more branding advice… Click here to start your business for $1. You’ll get all-access foundr+, where you’ll find more in-depth, proven strategies from founders like our guest today and support and advice from our global community of 30,000 founders. If you loved this conversation and learned something new, rate and review this episode. Stay in touch with us, follow foundr on your favorite platform: Foundr.com Instagram YouTube Facebook X LinkedIn Magazine

Transcript

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0:00.0	We wanted to create a brand that was like nothing that people had seen before.
0:03.5	And so we bounced around a whole bunch of different ideas.
0:05.6	And came up with this concept of Frank the character that changed everything.
0:09.5	She's one of the masterminds behind Frank Badi.
0:11.8	Turning a simple coffee scrub into a hundred million dollar skincare empire.
0:15.3	With bold marketing and a brand voice that broke through the noise.
0:18.3	She's built a cult favorite brand.
0:20.0	Selling over 30 million products in 179 countries.
0:23.2	You guys kind of went viral on Instagram.
0:26.3	Can you tell us a little bit more about that?
0:28.2	We knew the power of word of mouth.
0:29.9	So we sent product out to anyone and everyone that would take it
0:33.1	because we need everybody talking about this to build that groundswell.
0:36.7	Ariana Grande that notoriously copied you guys. There were a few interviews where she was talking about this to build that groundswell. Ariana Grande meant notoriously copied you guys.
0:39.3	There were a few interviews where she was talking about Frank Body.
0:41.9	Fast four, six months.
0:43.1	It's like, Ariana Grande has released her own coffee scrub at Alter.
0:45.8	And I thought, we're done.
0:48.0	What are the key elements to building a successful brand?
0:51.8	You have to make a strong statement as a brand.
0:53.8	You have to stand for something. You have to make a strong statement as a brand. You have to stand for something.
0:55.4	You have to be unique.
	...

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