When you look at the beauty industry today, there are so many brands, products and founders out there, each standing for something beyond the label. As someone who absolutely loves makeup and skincare, I’ve tried my fair share of products over the years. But if you ask me what my favorite beauty brand is, my answer will always be: Frankly Good! You might not have heard of it yet, as it’s still a newer brand based, sold and made in Croatia – but that’s exactly why I’m here to tell you all about it.
Frankly Good was founded in 2023 by the incredible Croatian pop singer Franka Batelić, and is about way more than just beauty products and skincare. It’s built on the idea that how we take care of ourselves daily – whether that’s drinking more water, getting enough rest or just making time for a little self-care moment – is where real beauty begins. I’ve been a fan of Franka’s since her time on Eurovision in 2018, so when she launched Frankly Good, I expected to like it, but had no idea I would love it as much as I did – and still do.
Supporting the brand from day one has honestly been one of the best decisions I’ve ever made. Not just because I love their products, but because the team behind it is one of a kind. When I reached out to them about organizing a little surprise pre-party for my sister’s bachelorette weekend, they didn’t just say yes – they went above and beyond. They hosted the sweetest, most fun beauty event for us. It was such a special day and it really showed me that Frankly Good isn’t just a business. It’s full of heart, with amazing people behind it who genuinely care.
What I love most is that the brand reflects Franka’s belief that beauty should feel good, inside and out. It’s about balance, small daily rituals and treating yourself with kindness. Every product is made in Croatia, using clean, skin-loving formulas with thoughtful ingredients – like olives, goat’s milk, a mixture of herbs, grape seeds, figs and hyaluronic acids. As it says on their website:
“Beauty comes from the inside and the outside. It comes from nature, but also from laboratories and science. It comes from adapting to the times we live in, but also from centuries-old habits.”
You can really feel the love and intention in every detail. Everything is crafted to be gentle, effective and kind to both skin and the environment. No harsh chemicals, no empty promises – just honest, high-quality ingredients that really work.
Frankly Good stands for simplicity, transparency and authenticity – it’s not about chasing perfection, but about showing up for yourself a little every day. And how would you call that? Simply habulous – a lifestyle that represents the beauty of good habits.
You can trust that the quality of all products is top-tier as Franka personally tested all of them; she participated in their creation and today they are part of her daily skin care routine from the lip products to the Habulous Bottle she was literally carrying with her when she joined us on Saturday. Did I have to order a bottle as well? Yes, I did.
Since the launch, the liquid lipsticks have been my all-time favorites. They last throughout the day without drying out your lips or causing flaking. Isn’t it great to not have to worry about your lipstick all day? Everyone I’ve lent one to has loved it and asked to use it again. That’s always the best feeling – being able to recommend something I genuinely love, and seeing others enjoy it too. I’ve ended up trying more and more from their collection – not just from the beauty range but from their lifestyle line as well and everything has exceeded my expectations. I’m not gonna lie, I’m slowly building my own Frankly Good corner at home at this point.
Some of my other go-to’s? The Berry Smooth tinted lip therapy! It’s a dream as it does not only provide exceptional pigmentation and hydrate my lips, but it can also be used as a blush for a natural, fresh glow. The Milky Smoother lip therapy is the perfect addition to keep your lips protected and moisturized. I’ve recently added one of the lip crayons to my new Frankly Good makeup bag – it’s super easy to apply and gives the perfect finish. And let’s not forget the Nutty lip liner! It has been my go-to and is just the perfect shade I can’t live without. Honestly, every product I’ve tried has become a staple in my routine.
When I stand behind something, it has meaning. Franka has been such an inspiration to me throughout the years and she is a huge part of why I love this brand. I still remember the nerves I felt when I met her for the first time back in 2019. She truly is as lovely, kind and even more beautiful in person than she is on TV and online. When I reunited with her last weekend, I still felt those same excited nerves. If you know me, you know how much I adore her and that the only Croatian music I listen to is hers. Even my grandma knows that.
As Frankly Good celebrates its second birthday this month, I honestly couldn’t be prouder of everything they’ve accomplished. The care, the creativity, the hard work – it all shows. I will keep shouting my love for this brand from the rooftops because it truly deserves it. Frankly, I just placed another order yesterday – and if you’re looking for a new beauty brand that feels good and does good, you should too.
ROARA Magazine 