If anyone still doubts that clean beauty is here to stay, just look at Nude by Nature, which recently notched up a decade of winning hearts.
When a company is selling one of its key products every 77 seconds, you know it must be good. But could it also be good for you? After more than a decade at the top, Aussie natural make-up brand Nude by Nature has proven clean beauty has a permanent place in our make-up bags.
When it started out in Sydney, Nude by Nature was a capsule collection of three mineral foundations, a bronzer, a finishing veil and a make-up brush.
“[Women] were becoming more conscious of their health, lifestyle and environmental choices,” recalls Mark Thompson, the company’s CEO.
This was before clean beauty was in our everyday lexicon, and well before natural alternatives to the mainstream were readily available.
Nude by Nature was offering something new: natural make-up that not only made skin look good but was good for it, too. The local label quickly gained traction with women who were increasingly focused not only on what went into their bodies but what went onto their skin. Nude by Nature shot to the number-one-selling mineral make-up brand, a position it holds to this day.
“Natural ingredients are some of the most powerful in the world, and every single ingredient within the make-up range has been selected to deliver exceptional results,” says Thompson. “[Our] products are made with 100 per cent natural ingredients and formulated without synthetic ingredients or preservatives.”
On the banned list are additives such as silicones, siloxanes, phthalates, sulphates, petroleum-based thickeners, triclosan and phenoxyethanol and parabens. The company also shuns carmine, talc and bismuth oxychloride.
The beauty house has extended its offering to include make-up for eyes, brows and lips, including a recently launched collection of easy-to-wear shades of lip glosses, lipsticks and lip pencils. The beauty brand is also now housed in rose-gold packaging, because “natural doesn’t have to be bland,” says Thompson.
To celebrate its milestone, a limited-edition 10 Year Anniversary Collection was released, which stars the cult-followed mineral foundation.
Another addition is make-up artist Max May, who’s come on board as an ambassador. The collaboration is a good fit for May, who has used the brand on top models and influencers. “It’s natural, Australian, ethical and, on a performance level, it works,” says May. “I’m about that quintessential bronzed, dewy, natural-to-glam style that’s everything Nude by Nature is.”
One celebrity face May will now work on regularly is LA-based Sydney-born model Elyse Taylor, who has been with the natural beauty brand as an ambassador for almost four years.
“I love [that it] is 100 per cent cruelty-free and has been right from the start,” says Taylor. “Being a mother [daughter Lila is five] has really made me more conscious about what I put in and on my body.”
Nude by Nature has come a long way since its beginning. It’s now sold in more than seven European countries, as well as through more than a thousand retail doors in Canada, with the US up next.
“Consumers now expect products that are good for their skin,” says Thompson. “We are proud to say our brand has become more relevant as the years have rolled by.” Consider clean beauty much more than a passing trend.