What is Fluff?

Fluff is a Casual Cosmetics company that makes and sells makeup. Our products are all about keeping it simple: good for your skin, your thoughts, and the planet. We believe in made up, not made up: because makeup doesn’t define who you are, it lets you build on yourself. And we don’t think there’s anything wrong with that, so long as it never hides who you are. It’s ok to feel more with makeup, so long as you don’t feel less without it.

Who is Fluff?

Fluff is currently six girls and a boy, with many more behind the scenes and on the internet. Fluff was founded by Erika Geraerts who has spent 7 years in the beauty industry and thinks that makeup is great, but not essential.

Fluff is for anyone who thinks that the world doesn’t need more products, just better products. Anyone who’s sick of bunny testing. Anyone who can’t understand why makeup isn’t vegan. Or why there’s palm oil in everything. Anyone who is over ‘empowertising’ from faceless brands who don’t care. Anyone who thinks that the future can be better than what we have right now. Anyone who thinks that beauty can be more than makeup.

Why is Fluff?

We want you to create and accept beauty, making it up for yourself. And 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 them what they’re thinking. How do they perceive the world around them? What do they do about all of this? So, with your help, we created a magazine and our Issues platform. We're always looking for contributors, so please DM or email us.

What Does Fluff Care About?

Refillable Products, Cruelty-free Certification, 100% Vegan (No Lanolin, No Beeswax, No Wool, No Carmine), A Commitment to No, Palm-Oil (Sourcing natural alternatives or RSPO where traceable), The Orangutan Project, Compostable and Recyclable Packaging, Responsible Messaging, Diversity & Inclusion of the BIPOC & LGBTQI Communities.

Fluff is committed to joining 1% for the Planet, PETA, & BCORP by the end of 2020.