Nude by Nature is 100% natural and 100% toxic free. Created in 2008 in Sydney, the brand was well ahead of its time when it was created from a demand by a society that was becoming more and more conscious of their health, lifestyle and environmental choices. Leanne Parodi, Head of Marketing at Nude by Nature, shares exclusively why 13 years on, the cult cosmetics brand continues to be Australia’s No. 1 mineral makeup brand, with one product sold every 19 seconds here in Australia.
THE HISTORY
Launching with a capsule collection of just three natural mineral foundations, a bronzer, finishing powder and make-up brush in 2008, Nude by Nature quickly became a household name. The iconic Natural Mineral Cover foundation soon became the go-to make-up essential for millions of Australians, with the natural formula and high performance leading to incredibly loyal customers. Over the past decade, Nude by Nature has taken the time to expertly create an extensive cosmetic collection, with an assortment of categories, formulations, finishes and shades that deliver an endless array of flawless makeup looks, all without unnecessary chemicals, synthetic ingredients or preservatives often found in cosmetics. With Nude by Nature, there’s no compromise.
NUDE BY NATURE’S PHILOSOPHY
In a world where everyone is striving for good – good food, good health, a good night’s sleep, our make-up should be good for us too. Nude by Nature is just that. It’s more than cosmetic, it’s good for you. “Since the brand’s inception, we’ve been committed to delivering 100% naturally derived, cruelty-free makeup, formulated without unnecessary chemicals, synthetic ingredients or preservatives often found in cosmetics,” says Leanne Parodi, Nude by Nature Head of Marketing. With nature’s power on the brand’s side, there’s no need for harmful toxins and chemicals such as parabens, PEGs, phthalates, silicones, sulphates, talc and bismuth, often found in cosmetics.
THE RELAUNCH
The Natural Mineral Cover foundation was relaunched in February, 2021. As one of the original make-up products developed in 2008, it has truly stood the test of time with sustained and overwhelming support. With a formula comprised of clean and natural ingredients, it’s no wonder that it is Australia’s No. 1 selling makeup product in dollar value, in the market. The Natural Mineral Cover foundation is not only cruelty-free, but entirely vegan. Dermatologist tested and suitable for all skin types – including sensitive skin and skin prone to breakouts, redness and pigmentation – the 100% natural formulas are lightweight, non-drying, fragrance and oil free. It’s the same trusted formula, with new luxe packaging. The natural pigmented powder is carefully packaged in a luxurious rose gold jar, complemented by a unique loose powder dispensing system, which results in minimal product waste during application and transportation. The flexible mesh sifter has been designed to allow the brush to effortlessly collect the powder and the lid locks in place to cover the sifter for mess-free travel and storage. The relaunch includes a diverse range of eight shades that allow for intuitive colour matching, sorted by an alphanumeric naming system: C1 Fair, W1 Light, C3 Light/Medium, N3 Beige, N4 Medium, W7 Tan, N6 Olive, N7 Dark. Plus, an extended shade range available on nudebynature.com.au. At the same time, the Natural Mineral Veil Foundation has been relaunched in the new rose gold packaging and a new range of Translucent Loose Finishing Powders have been introduced. The new Translucent Loose Finishing Powder collection now offers a fresh selection of shade options with soft hues perfectly suited to a wide range of skin tones, each delivering subtle radiance to naturally brighten the complexion for a lasting finish. 01 Natural (formally Natural Mineral Veil) is a universal, natural hue – suitable for all skin tones and any undertone. 02 Pearl is an ivory white hue – ideal for fair to light skin tones with neutral undertones. 03 Soft Rose is a rosy pink hue – suitable to fair to medium skin tones with cool undertones and 04 Banana is a golden yellow hue – ideal for medium to dark skin tones with neutral to warm undertones. Enriched with native Australian Kakadu Plum known for its abundant Vitamin C content and Kaolin Clay to help absorb excess oil and shine, the feather-light formula softens the appearance of fine lines and imperfections for a radiant air-brushed look.
INNOVATIONS IN TECHNOLOGY
The new, no-touch product testing Virtual Try On (VTO) solution, enables customers to experience natural beauty like never before. The introduction of the VTO tool provides a safe, hygienic and enjoyable shopping experience without the aid of physical testers. Customers can try on products virtually from the safety of their homes, or in store from by simply scanning the QR code that will be visible on Nude by Nature POS, directing them to the VTO solution. Kristina Kunkel, Nude by Nature Director of Marketing and NPD said: “With the accelerated shift towards online and contactless shopping, we saw a great opportunity to innovate, launching a series of digital initiatives including our Virtual Try On (VTO) tool. While our traditional product innovation was put on hold for a few months, we’re pleased we could innovate in a different capacity, and give our customers a new way of engaging with the products and brand.”
Other online tools we offer our customers to assist in the purchase decision are the Foundation Finder, the Lipstick Finder and an online Brush Finder.
THE FUTURE
Nude by Nature has continued to grow in popularity, range and distribution, expanding its success to New Zealand, UK, Europe, Canada, China and beyond, now being stocked by leading retailers across the globe. The brand will continue to innovate and offer customers new and exciting, 100% natural beauty alternatives that they can love and trust.
CULT FOLLOWING – All original products launched back in 2008 are No.1 in their category today, which is a phenomenal result for a local Australian brand. • Natural Mineral Cover foundation is Australia’s No. 1 Face Powder* • Mineral Bronzer is Australia’s No.1 Face Bronzer* • Mineral Finishing Veil is Australia’s No. 1 Finishing Powder* • Nude by Nature is Australia’s No.1 Brush Brand*
*Data sourced from IRI MarketEdge based on data definitions provided by Nude by Nature. Australia Pharmacy; No. 1 Face Powder: Category: Face – Powder, Dollars and Units, MAT 26/01/2020. No. 1 Bronzer: Category: Face – Face Bronzer, Dollars and Units, MAT 26/01/2020. No. 1 Finishing Powder: Category: Cosmetics – Finishing Powder, Dollars and Units MAT 26/01/2020. No.1 Brush Brand: Category: Cosmetics Brushes – Brushes, Dollars and Units, MAT 26/01/2020.