Frasé Skin founders Zac and Beau London on their sellout skincare business
After noticing tradies get ‘bagged out’ on job sites for this one habit, brothers Zac and Beau London came up with a plan that would change the game.
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Dubbo brothers Zac, 28, and Beau London, 23, grew up using their parents’ skincare products despite “copping a few side-eyes from peers”.
But it wasn’t until they started working as tradies did they really struggle to care for their skin after spending long hours under the harsh Aussie sun. This got them thinking: Why wasn’t there an uncomplicated and affordable skincare brand specifically tailored for blokes, especially those who are out on job sites every day?
“We know from the tradie industry how much you get ‘bagged out’ for doing something different and doing something that’s predominantly a female thing to do,” Beau told news.com.au.
They understood men “love using skincare secretly” but it wasn’t perceived as “cool” or “something they could be proud of doing”.
So, in October 2020, the brothers decided they wanted to be the pioneers in destigmatising male skincare in Australia, and Frasé Skin – a range of simple products designed to care for and improve men’s skin – was born.
‘IT TOOK CLOSE TO THREE YEARS’: FROM IDEA TO LAUNCH
With no prior background in skincare – apart from being consumers – the siblings knew they needed to invest quality time and effort into gaining as much knowledge as possible to avoid creating just “an average product and average idea”.
“We had done a tonne of research online through skincare courses with numerous dermatologists, had consulting courses with experts, entrenched ourselves in learning through podcasts and then found top chemists to work with and went back and forth with them until we reached something we were happy with,” Beau explained.
It took close to three years of continuous research and consulting before they were confident they had produced something that would “provide value and make our customers’ lives better”.
“We probably could have launched in six months but we wanted to take our time, learn what we needed to and make sure we did it right,” Beau noted.
In July 2022, they relocated from the country to the Gold Coast to focus on expanding their e-commerce business. A year later and they were ready to officially launch. But what they weren’t expecting was to see their patience and hard work pay off from the very get-go.
Only three weeks after officially launching Frasé Skin in May 2023, Zac and Beau made “around $100,000 in revenue and $75,000 in profit”.
“(The) launch has really hit the ground running and we really haven’t had the chance yet to take it all in,” Beau said.
They used their social media skills to market their products and have already amassed over 28,000 followers on Instagram and more than 230,000 likes on TikTok.
“It really started to kick off when we were posting our more authentic tradie videos, a few viral TikToks, working with creators and our mass micro influencer gifting strategy,” Beau said.
THE ‘LIFE-CHANGING’ YET AFFORDABLE MEN’S SKINCARE PRODUCTS
The skincare range currently consists of three products — the Lazy Man Mask ($49.99), Daily Facial Cleanser ($29.99) and Daily Moisturiser ($39.99). All are affordable, easy to use and deliver fast results — the winning trifecta that has made Frasé Skin a huge success.
Zac and Beau also ensured only the best Aussie ingredients were used throughout the range.
For instance, the mask contains marine silt and Tasmanian sea kelp — two ingredients that are incredibly effective at clearing the skin, gently exfoliating and reducing sebum production and acne swelling.
The cleanser is made from niacinamide and green tea and grapefruit extract, to thoroughly clean the skin without drying it out.
Then, the moisturiser consists of a nutritious blend of hydrating and anti-ageing ingredients. It boasts macadamia oil, which is rich in fatty acids to keep dry skin moisturised, as well as Tasmanian sea kelp and hyaluronic acid, which are both super ingredients for providing and retaining moisture in the skin.
To simplify skincare for men one step further, there’s also the option of purchasing Frasé Skin’s bestseller, Cop The Lot — a package deal of all three products, retailing for $119.97.
“We have sold around 800 units of this bestseller,” Beau explained. “People just see the value in what each product can bring them and want to try them all out.”
Countless five-star reviewers have described Cop The Lot as the “must-have for any man”.
One person wrote: “The Cop The Lot bundle has truly transformed my life. Post-shaving breakouts disappeared like magic.
“This bundle has worked wonders on my skin, banishing fine lines and wrinkles to the past. The results are simply astonishing! I can 100 per cent say that Frasé Skin has given me the confidence to face the world confidently again.”
Another person added: “The Cop The Lot Bundle has simplified my morning and evening skincare routines. It’s a comprehensive solution that covers all the bases, from cleansing to moisturising.”
Reviewers have also noted improvements to their skin in a matter of days after making the switch to Frasé Skin products.
“The products are actually very good,” a happy customer wrote. “It’s only been just over a week since I started and already people are making comments on my skin.”
Of course, if you’re not prepared to invest in all three or you’re still unsure of which product is right for you and your skin needs, Zac and Beau have designed a skin quiz on their website that allows you to find out which products are most suitable for your complexion type.
THE FUTURE OF MALE SKINCARE
With so much interest in Frasé Skin products, the entrepreneurs are already working on expanding their range.
“We have an SPF50+ moisturiser sorted and ready to go,” Beau said.
Then, customers can expect the release of “an undereye roller for dark circle defence and crow’s-feet” in the near future.
The brothers admit it’s been challenging trying to juggle their full-time jobs as tradies with maintaining and growing their budding e-commerce business.
“While we expected to make a few sales with how much time and effort we put into all aspects of the launch and getting our name out there, we didn’t expect how much time picking and packing orders would take,” Beau explained. “Some days we were up until 3am packing orders just to get them out.”
However, the goal to become full-time entrepreneurs is on the horizon and the flourish of positive feedback from their supportive online community only continues to motivate them to work harder.
As they stand at the forefront of the male skincare industry Down Under, Zac and Beau also have plans to stock Frasé Skin internationally, expand into the retail market, hire their first staff member and relocate to a designated office.
It’s truly an exciting time for the young Dubbo tradies who are on a mission to achieve one ultimate goal: to “make it trendy for blokes to take care of their skin”.
$1 from every Frasé Skin sale will go towards not-for-profit mental health charity Speak & Share.
Frasé Skin is offering an exclusive discount code for news.com.au readers. Use code ‘NEWS’ at checkout to redeem 25 per cent off your order.
Looking for more best-selling items to shop? Discover the genius ‘sellout’ item this Channel 7 star created, as well as how one woman’s ‘huge’ hair problem led to a $100 million collagen empire.
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