The wait is over: Frank Body anticipates boost from SEA launch of viral body scrub

Frank Body’s Glycolic Body Scrub, which launched a year and a half ago, was an instant bestseller.

Today, it is the top-selling product in Australia and the US, and the company has no reason to doubt it will be a hit in SEA when it launches in April.

“The reason it’s taken so long to get here is because we just couldn’t keep it in stock. It’s flying off the shelves. It’s constantly been selling out the moment we brought it out,”​ said Ellie Christiansen, global retail account manager, Frank Body.

According to Christiansen, the scrub accounts for around 20% to 30% of the brand’s total sales today.

Christiansen was speaking to CosmeticsDesign-Asia​ at a recent Sephora press showcase in Singapore, where the product attracted considerable interest.

“This product is so amazing because it's actually a chemical exfoliation as well as a physical exfoliant – glycolic acid and pumice – and that gives you the smoothest skin of your entire life. It gets rid of every single bump on your body from acne to [keratosis pilaris] and has niacinamide to reduce redness.”​

Keratosis pilaris (KP) is a skin condition caused by the overproduction of keratin, which results in rough and bumpy skin. It is also known as strawberry skin or chicken skin.

“This product is amazing because it works. And speaking to people here in Singapore and Malaysia just last week, it seems like everyone has either one of those concerns. I am expecting big growth from the launch of this,”​ said Christiansen.

Return to SEA

Frank Body was founded in 2013 by Jess Hatzis and Bree Johnson.

It expanded to SEA with retail partner Sephora in 2019 “with a bang”, ​but the COVID-19 pandemic hindered the company’s progress in the region, said Christiansen.

“It’s taken awhile to rebuild and come back to our international markets.”​

The company believes it can tap into what it has observed to be the growing demand for body care and self-care in the market.

“Our whole brand is about making body care like skin care. We want to treat your body like you treat your face because your body is ageing as well so you got to take care of it,”​ said Christiansen.

The brand is already well-known in the market for is Original Coffee Scrub, which has continued to be in demand.

“So far, everyone I’ve spoken to seem to have our coffee scrub and I’m so excited for them to try [Glycolic Body Scrub],” ​said Christiansen.

In addition to its body products, Christiansen revealed that the brand will soon be launching its facial care products in SEA in bid to reinforce its position in the market.