What It's Like to Start Your Own Cult Brand

Amy Lawrenson

There are few beauty brands that have won at Instagram, and indeed the beauty business, quite like Frank Body and its hashtag #thefrankeffect. The small Australian company seemed to appear from nowhere onto our feeds and into our bathrooms at lightning speed.

We called on the brand’s co-founder (not called Frank) to find out what it’s like to be one of the brains behind one of beauty’s biggest success stories in recent years. And to find out the hard-earned advice she has for budding beauty entrepreneurs. Keep scrolling for our exclusive Q&A with Frank Body co-founder Bree Johnson…

Constantly reinventing itself, Frank Body has a new look, and we got a sneak peek behind the scenes at their latest shoot…

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