5. Frasé Skin

Detailed summary

Two Dubbo tradies were told blokes wouldn't buy skincare. Frasé Skin's $3.2 million in revenue suggests otherwise. The post 5. Frasé Skin appeared first on SmartCompany.

Revenue: $3.2 millionGrowth: 173%Founders: Beau London and Zachary LondonHead office: Newcastle West, NSWYear founded: 2020Employees: 4Industry: Consumer GoodsWebsite: fraseskin.com.au

Brothers Beau and Zachary London weren’t exactly skincare experts when they started Frasé Skin. Growing up in Dubbo, Beau became a plumber and Zachary a carpenter, and between them they spent 16 years working on job sites.

The idea came during the COVID lockdowns, when Beau tried his mum’s pink clay mask and was surprised by the results. When the brothers went looking for something similar for themselves, they found plenty of skincare marketed to women but little that seemed made for blokes like them.

They began developing Frasé from their parents’ home in 2020, working with Australian cosmetic experts for almost three years before launching in May 2023. The name is a tribute to Beau’s late best mate, Sam Fraser, who died in 2016.

Skincare for tradies wasn’t an idea everyone believed in. The brothers poured their life savings into the business and, at different points, worked as many as three jobs to keep funding it.

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Rather than market Frasé like a traditional beauty brand, they leaned into the world they knew. Products were designed around problems faced by people working outdoors – sun exposure, sweat, dirt and breakouts – while marketing used job sites, humour and straightforward demonstrations.

Eventually, both brothers left their trades to work on Frasé full-time. Since launching, the company says it has served more than 40,000 Australian customers and sold more than 100,000 products.

Frasé has already begun its push into the US through its own online store and Amazon. Following a $1.2 million equity crowdfunding raise, the company plans to invest in inventory, its team, marketing and content as it targets America’s blue-collar workforce.

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