The Foundr Podcast with Nathan Chan

449: Moving Beyond “That Brand on Instagram” with Jess Hatzis of frank body


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Jess Hatzis is the co-founder of frank body, the world's leading coffee-based skincare company, and ad agency Willow & Blake. In 10 years, Jess has built frank body from “that brand on Instagram” to a global beauty brand with over 6 million customers. Learn the origins of the #frankeffect brand voice, starting a business with friends, and shifting from ecommerce to retail.


Listen to Nathan and Jess discuss: 

  • Quitting her job and starting Willow & Blake with her best friend
  • Starting frank body as a case study
  • Creating the first-person #frankeffect brand voice
  • Does influencer marketing still work?
  • The challenge of adapting to TikTok 
  • Mixing business and friendships
  • When Ariana Grande copied them
  • Moving from the “Instagram brand” stereotype 
  • Advice for working founder moms 
  • Copywriting fundamentals
  • And much more beauty business advice…

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