Skincare company Frank Body has made a business out of selling the stuff as a body scrub and expects to make over $19 million this year.
The Australia-based company was launched in March 2013 by five friends. They put up a total of $3,000 -- and recouped it in one week.
The secret to the company`s success? Instagram.
In its first year, Frank Body made over $3 million in sales. By year two, sales hit $9 million.
This year it`s already made over $3 million in its first quarter -- the Australian financial year starts on July 1.
The company has 530,000 online customers and is planning to expand into Russia and Dubai.
It`s original scrub is made of coffee, sweet almond oil, water, salt, brown sugar, orange oil, vitamin E and natural fragrance.
The inspiration behind the company came from co-founder Steve Rowley`s first love -- his three coffee shops in Melbourne.
"I had these women come in asking for coffee grounds," Rowley said. "At first, I didn`t find the request odd -- people use the grounds in their gardens -- but then they said they wanted to use them on their bodies."
The founders decided to forgo traditional advertising and instead launched a targeted social media campaign.
The strategy worked -- Frank Body has over 664,000 followers on Instagram. There`s even a spinoff account, Frank Feedback, where customers can share their impressions about the products.
How this company earns millions with Instagram
09 November 2015
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Coffee grounds are the new black.
