In the midst of a global pandemic, Lukas Derksen and his family made a decision that would change their lives - and potentially the skincare industry. What was meant to be a three-month escape to Nicaragua turned into a three-year odyssey, and the birthplace of a revolutionary idea with surfing legend Kelly Slater.
Join Bora Celik as he chats with Lukas Derksen, the co-founder of Freaks of Nature.
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"We all love to surf and love to be in the outdoors," Lukas reminisced. But as he spent countless hours under the intense Nicaraguan sun, he noticed something was missing. "I was just really surprised that there is not a skincare business that's really catering to an outdoor consumer."
This realization coincided with two emerging trends: a surge in outdoor activities and growing concerns around skin health. Lukas saw an opportunity, but he knew he couldn't do it alone.
Enlisting a Legend
Enter Kelly Slater, the iconic surfer known not just for his prowess on the waves, but for his meticulous approach to health. "Kelly is incredible about doing his own research," Lukas explained. "And obviously he's created an immense longevity in his career as an athlete."
Kelly wasn't brought on as a mere spokesperson. He became a co-founder, deeply involved in the product development from day one. With Kelly on board, Freaks of Nature had the athlete's perspective they needed to create something truly revolutionary.
The Science of Skin
But Lukas and Kelly knew that to truly innovate, they needed more than just athletic expertise. They needed science. Enter Dr. Elsa Jungmann, a PhD holder in skin barrier function, specifically the skin microbiome.
"We're more microbial and fungal than we are actually human cells," Lukas shared, highlighting a fact that would become central to their product development.
The team set out to tackle three major challenges:
- Creating water-resistant sunscreen without harmful microplastics
- Developing a 100% mineral sunscreen without the typical white cast
- Mitigating the antimicrobial effects of zinc on the skin microbiome
Their solution came in the form of B-Silk, a biosynthesized spider silk exclusive to Freaks of Nature for sunscreens.
Trial and Error
The journey to the perfect formula was far from smooth. "I believe the count for the sunscreens was at 52," Lukas recalled. "In the beginning days, I think we've gone through at least 10, 15 formulas that we pretty much thrown away and started all over again."
Lukas turned Nicaragua into his testing ground, enlisting tourists, friends, family, and professional athletes to try each iteration. It was a grueling process, but each failure brought them closer to success.
What's in a Name?
As the product took shape, so did the brand. The name "Freaks of Nature" was inspired by a headline about Kelly Slater: "Kelly Slater, freak of nature, won pipeline again." It perfectly encapsulated their approach of using natural ingredients or mimicking nature through biosynthesis.
But naming a brand is never simple. When they acquired freaksofnature.com, they thought they'd struck gold. Little did they know, the domain's past life as an adult website would cause their website to be blacklisted by corporate security systems at launch. It was a setback that took three stressful days to resolve.
From Waves to Shelves
With the product perfected and the brand established, it was time to go to market. But Lukas knew that in today's world, a single-channel approach wouldn't cut it.
"I think in today's context, there is no more DTC brands," Lukas stated. "I think it's incredibly hard in the current context to grow a consumer business DTC."
They started online but quickly expanded into specialty retailers like running and surf shops. Even Amazon was on the table, recognizing the need for last-minute purchases before a beach trip or outdoor adventure.
Building a Community
Freaks of Nature wasn't just about selling sunscreen; it was about building a community of outdoor enthusiasts who cared about their skin and the environment. They focused on runners, climbers, and of course, surfers.
For collaborations, they looked beyond follower counts. "We've seen people that have just a tiny fraction of some of the bigger influencers can move the needle in terms of real business as much as some of these bigger influencers," Lukas noted.
Facing the Elements
Even after launch, the challenges kept coming. Their commitment to sustainability led them to create packaging from 100% ocean-bound plastic - a first in the industry. But innovation comes with risks, and some of the pumps malfunctioned at launch.
It was a painful lesson, but one that only strengthened their resolve. "This was very costly, very painful," Lukas admitted. "And it goes to show that doing innovative things, doing them sustainable as well, where a consumer actually doesn't always care about, is a big undertaking and it's not without risk."
The Road Ahead
As Freaks of Nature looks to the future, two priorities stand out: educating their community about skin health and continuing to innovate. They're already working on a bug repellent solution and exploring other microbiome-based products.
"We live and die by the community of athletes," Lukas emphasized. It's this community-first approach, combined with their commitment to science and sustainability, that sets Freaks of Nature apart.
From a pandemic-induced move to Nicaragua to a innovative skincare brand for outdoor enthusiasts, the Freaks of Nature story is one of perseverance, innovation, and a deep understanding of their community's needs. As they continue to grow and evolve, one thing is clear: for Lukas, Kelly, and the entire Freaks of Nature team, this is just the beginning of their adventure.
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