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

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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