NZ mum behind FrulaBeauty lands major Woolworths deal
A 35-year-old fed up with paying too much for a common item has just landed a massive supermarket deal with her affordable version.
A New Zealand woman has landed a major Woolworths deal after she created an “affordable” version of an expensive skincare product.
Erna Basson was fed-up with spending hundreds of dollars on natural skincare, so despite having zero experience in the industry, she set off on a quest to see if she could create a cheaper alternative.
With her husband Nellis’ support, FrulaBeauty – a line of clean skincare and haircare products that are free from harmful ingredients – was born, with prices ranging between just $10 and $30.
It’s been a huge success, leading the mum-of-two to sign a major deal with Woolworths that has seen it stocked in supermarkets across Australia as well as in 300 Countdown stores in New Zealand.
“As we wanted to make the brand accessible to everyone, we knew that we needed to get our brand stocked in supermarkets,” Basson, 35, told news.com.au.
“I remember the moment when Woolworths Australia confirmed that they are exclusively going to range us so clearly
“I jumped up from my computer and did the longest happy dance ever.
“This really showed that we are onto something and that there is a gap in the market for what we are offering.”
Basson, who appeared on New Zealand’s version of The Apprentice in 2021, has been blown away by the response, but stressed it hasn’t come easily.
“Growing a brand is amazing as it makes the long nights, early mornings and sacrifices worth the while, but it is definitely not easy or as glamorous as social media perceived it to be,” she explained.
“We experienced plenty of problems and were learning at the speed of light about what works and what doesn’t, all while increasing production capacity, stabilising our supply chain, growing our team, staying customer focused and creating new products.
“It’s a big ask for a husband and wife team.”
Despite the hiccups along the way, Basson – who is originally from South Africa – knew there was a gap for locally made natural products.
But FrulaBeauty contains one big difference, its core ingredient: aloe vera.
“Aloe vera is known as the ‘magic plant’ in skincare as it is super soothing for sensitive skin,” she explained.
“FrulaBeauty is the first skincare brand in supermarkets to use aloe vera as the primary ingredient; a formulation that is traditionally only found in products sold at high price points in high end beauty retailers.
“Other brands use water as their first main ingredient. I wanted the products to work their magic from the very first ingredient.”
After initially launching with only 6 products on shelves in NZ the brand now has 16 items in over 1000 supermarkets and is set to add even more to the line-up soon – a feat Basson said she “couldn’t be more happy” about.
“We have so much more to learn, but I am so proud of what we have created over a short space of time,” she said.
“When we first started thinking about the idea, I had this dream of creating a natural, premium beauty brand that is affordable and accessible to everyone.
“I knew we would expand over time, but we have reached that 3 year goal in the first nine months.
“Now we are focusing on stabilising our supply chain, increasing our sales rate and are consistently looking for ways on how we can improve in all aspects of the business.”
As the range continues to evolve, Basson explained there were a few products that were firm favourites among their existing customers.
“Our ‘Foaming Face Cleanser’ and our ‘Micellar Water’ are the clear winner in our skincare range,” she revealed.
“We have the most wonderful customers that send us emails to tell us how much they enjoy our products and how well it works for them on their journey to confident skin.
“One of the best reviews we received was from a customer who has been a beauty therapist for 32 years and has worked with very expensive skincare products, and for her to say that our vitamin C serum is equally as good one eight times the price was the most amazing feeling.”