Beauty Boss: Steve Rowley, Co-Founder and CEO of frank body, Discusses the Australian Beauty Brand's Origin Story, Favorite Products and Wellness Tips, and More
Steve Rowley.
Our latest Beauty Boss is Steve Rowley, Co-Founder and CEO of frank body—an Australian skincare brand that first became known for its best-selling coffee-based body scrub. Founded by a group of friends, the company has since expanded its line to include a variety of scrubs for the body and face, in addition to body creams, lotions, washes, serums, lip balms, and more.
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All of their products are vegan and cruelty-free; feature nourishing ingredients including roasted coffee grinds, coconut oil, grapeseed oil, and jojoba beads, among others; and offer numerous skin-loving benefits ranging from smoother complexions to reduced acne, and more. We chatted with Rowley who shared the inspiration behind the brand, secrets for success, best advice, and much more.
frank body’s Glycolic Body Scrub ($22) exfoliates skin, reduces KP and redness, and clears and tightens pores with witch hazel and niacinamide.
When was frank body founded and what does the name mean?
The brand was founded in 2013 by five friends out of a Melbourne cafe. The name originated from an idea of being frank, upfront, and honest. This translated across all aspects of the brand—how we talked about our products and how we talked to customers. Our approach was to cut through the hyperbole of the beauty industry and we had immediate cut through doing that.
What inspired the creation of the brand?
Two women walked into a cafe I owned and was working in at the time. I was making coffee and they asked for the used coffee grinds. When I took the grinds out to the women I enquired on the planned use, with my initial thought being for the garden. Turns out they were using it for an at home body scrub, apparently it was good for stretch marks and cellulite. That interaction inspired some at home testing and from there the brand was born.
frank body’s Firming Body Cream ($38) helps reduce the appearance of cellulite and stretch marks, leaving skin firmer as you sculpt.
Do you have a hero product?
Our first product was the Original Coffee Scrub; this has been our hero product for many years until recently. This was the product that has made the brand globally recognized and built our loyal community of customers, who we call frankfurts.
More recently the Original Coffee Scrub has been overtaken by our Glycolic Body Scrub. This product is quite different from the coffee-based scrubs: less mess, in a tub, and targets acne and KP skin concerns. Although a completely different product, we launched with the same cheeky tone of voice and fun, relatable marketing. This product took off globally and sold out five times.
What’s your favorite product from the line?
My shower contains the Ceramide Barrier Body Wash (the smell is incredible), Original Body Scrub, and Original Face Scrub.
Where are your products sold?
On our website, ULTA, Amazon, TikTok Shop, and Costco.
Future plans for the brand?
We have found some great traction as a brand leaning into new product lines we call “stories.” Our stories work from the basic premise of taking facial skincare active ingredients and applying them to body care formats. We like to think of ourselves as tackling skin problems for the other 90% of the body. The stories represent different life stages of our customers, whether it’s acne, KP, postpartum or aging, we offer a solution with products that feel good, smell good, and actually work.
frank body’s A Clear Body Routine ($33) includes Clearing Body Wash, Body Lotion, and Body Scrub to prevent and tackle body acne.
Who inspires you?
I have a very strong female leadership team (95% of the frank body team are female) who continue to show resilience, ingenuity, and real desire to do incredible things. They are a great source of inspiration for me.
Secret to success?
I’m a bit old school in that for me nothing beats hard work to generate success.
Best advice?
You have brains in your head. You have feet in your shoes. You can steer yourself in any direction you choose.
Beauty secrets?
Your readers or my team are probably better positioned to give me beauty secrets than I am!
*Team: Invest in good sleep, fresh veggies, sweating, and a night out dancing with friends. And never forget that aging is a privilege.
Wellness tips?
Every Thursday night my wife and I do an infrared sauna, ice bath, and go out for dinner. It’s a great reset moment.
How do you like to relax?
I like to spend time in our vegetable garden. We’ve just moved into a new house and have a little more space so I’m looking forward to planting that in the near future.
For more information about frank body, visit their website and follow on Instagram: @frank_bod
[Images courtesy of frank body]
Kamala Kirk is a University of Southern California graduate and has been an editor/writer for more than a decade. She has written for E! Online, Total Beauty, TravelAge West, Malibu Times Magazine, and many more. She resides in Los Angeles and is a proud pug mom. Follow her on Instagram: @kamalakirk