In this episode, Marty and Shura sit down with Jess Hatzis - co-founder of Frank Body and Willow & Blake.

They go behind the $5K startup story that turned coffee scrubs into a cult skincare brand, the tone of voice that rewrote the rules, and the moment Ariana Grande name-dropped Frank Body in Elle Japan, sending the site into meltdown. Jess unpacks how a cheeky, irreverent voice stood out in a market that had gone stale - and why nailing that personality was the reason they scaled.

They also dive into the early days of WHITEFOX - and how Willow & Blake helped shape its bold, polished and matter of fact tone of voice, creating the foundation the brand still builds on today.

From creative conviction to viral moments, from tone-led strategy to long-term impact - this is the story of a brand that didn’t follow trends, it set them