#25 Keeping things interesting.


  • Along my internet scrolls I saw someone mention the idea of “Cool Boredom”. I liked how it sounded, and typed it into google to look up later. I imagine it speaks to our shared experiences over the last few years. “We occupy ourselves with subconscious chatter because we are uncomfortable with any gaps in our conversation with ourselves. The purpose of the practice of meditation is to experience the gaps. We do nothing, essentially, and see what that brings — either discomfort or relief, whatever the case may be. At the beginning, the technique may be somewhat fascinating, but it quickly becomes boring. You get tired of sitting and breathing, doing nothing again and again and again — and again. You may feel like an awkward fool. It is so uninteresting. You might resent having gotten yourself into this situation. You might also resent the people who encouraged you to do this. You may feel completely foolish, as if the cosmos were mocking you. Your thought patterns, subconscious gossip, and all of your mind’s chatter become much less interesting. In fact, you begin to find them all very boring. However, this is slightly different than our normal experience of boredom, because behind the boredom, or even within it, you feel something refreshing: cool boredom. You’re bored to death, bored to tears, but it is no longer claustrophobic.”
  • I’ve read some great books, and taken a break from writing my own. I’ve been exploring the topic of forgiveness. I read this book about a man’s dive into vulnerability. It was ok. This book, on how our winner-takes-all culture infiltrates relationships was incredible. I’m now moving between the great words of Anthony Bourdain, a fictional account about a woman’s second home that changes her life, and this book about how art can translate loneliness.
  • Jessica Defino’s article on why beauty brand’s shouldn’t do merch — or at least scrutinise and change why and how they do. It’s so good. It will be interesting to see how bigger beauty brands (those who can afford it) are approaching the Metaverse and digital merch. It feels so far away for me. The only interesting and practical thing I’ve seen in beauty (even in AR) is Glossier’s lip filter. But I haven’t been looking closely, either.


  • I was on this podcast. We chatted about whether consumers should focus their energy on calling out bigger brands as opposed to smaller ones. I pushed back, and said it all counts. I recently got asked on a seperate podcast “What’s next for Fluff/you”? to which I replied, “I don’t know, and I’m stoked about that.” I’m finally understanding that letting go of control creates possibility.
  • Our drop model is still in its infancy, and we’re learning a lot. It was an incredibly strange shift to not having a daily revenue figure to validate our efforts; not having a daily sales story to tell; not having a daily meeting to attend; not having a structured to-do-list to manage. We’re discussing whether to focus on makeup only and whether to go into wholesale next year. We’ve systematised most of our business, and might be in our best position yet, comfortably managing this with our small team, on one condition: we can’t rush this. Not only do I become a useless container of adrenaline, but my increased pace causes me to make mistakes. So while in this new way I often feel a bit bored, I know it’s an investment.
  • I’ve been writing for other brands — it’s felt nice. It has a to-do list of its own. It’s made me reflect on how insular my views have been, being so tied to the beauty industry. And on the one hand, while the D2C world is entirely not important — if I didn’t have Instagram I could exist not knowing about the latest toothpaste to go viral — on the other hand, brands can mean so much more. As Harry Styles says: this is a sign of the times — what we value, what we think about, what we prioritise. All of this is grounded in identity and expression, or homogeneity and oppression, however you like to look at it.



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Erika Geraerts

Erika Geraerts

I write an infrequent newsletter about the overlap of business and personal life.