NudeStix’s brand of barely there make-up resonates with women who want easy, effortless, and natural beauty products. With its versatile on-the-go makeup crayons catering to all skin tones, this newcomer brand promises to be a trailblazer in India. A report
As social media continues to revolutionise beauty trends, authentic everyday makeup, namely, the ‘less is more’ approach is seeing a comeback. A no-fuss fresh-faced look is the order of the day. Minimalism in make-up has become mainstream and products that are relatable, organic, and authentic, are seeing a global demand and a global market.
The India-market trends
Enter NudeStix. This Toronto, Canada-based cosmetic brand is the latest to foray into the Indian market in collaboration with the global cosmetics retailer Sephora. Jenny Frankel, President and Founder of NudeStix, feels that the sheer size of the Indian economy and the modernization of women in this country, makes India market a huge draw for international cosmetic brands. The way women are evolving in India, makes the market very interactive for the beauty business says Frankel.
The contemporary Indian woman is empowered, independent, a multi-tasker and has money to spend on herself to look and feel good every single day. Frankel feels that Indian women have a very western approach to beauty, which is essentially a ‘less is more’ philosophy unlike other regions such as the Middle East where a little more is the norm. Indian women are keen on natural looking tones, and NudeStix’s USP is its easy-to-use crayon format of make-up that can be used for skin, eyes, lips and cheeks — all in neutral shades.
NudeStix: A historic perspective
In the year 2014, the cosmetics industry veteran, Jenny Frankel, the co-founder of beauty brand Cover FX and a former product developer for MAC Cosmetics, launched NudeStix along with her then adolescent daughters Ally and Taylor Frankel, who are now Chief Inspiration Officers for NudeStix. With their shared passion for beauty and makeup, the trio wanted to create natural and easy to use make-up products which accentuate women’s features, where you ‘look like yourself but a little better’. All shades of neutral is part of the brand DNA, hence the name NudeStix.
When originally developing NudeStix, a brand that is born in and headquartered at Toronto, the founders developed nudes in natural shades for all skin tones based on the multicultural Toronto’s population, which also has a sizeable number of Indians. So when it came to launching the brand outside of Canada and going global, the company already had nudes that worked for all skin tones. Likewise, when approached by Sephora India to launch in the Indian market, NudeStix was ready with its streamlined range of lipsticks, eyeshadows, and face products for a range of skin tones.
The beauty industry, with its artistry in make-up, the profusion of colours, and the sheer paraphernalia of products can be an overwhelming space for the typical millennial consumer. Moreover, catering to every skin tone wasn’t even a priority for some established brands until a few years ago. Even beauty junkies, those who go glam with full coverage, the colour tones tend to be neutral.
The brand’s product portfolio
The brand specialises in all forms of nude hues; such as foundation, retouching pencils, lipsticks and eyeshadows, brow products and blushes. Lipsticks double up as cheek tints in cream and matte formulas, eyeshadow pencils make application effortless and base makeup stick can also be used to contour. Packaged in a matte black tin with a mirror inside and a sharpener with a cap, the stix are convenient to carry on the go with zero risk of spillage. According to the company, there is no such thing as one shade of nude; when it comes to nudes and neutral, the brand thinks of all skin tones — fair, medium, and deep. A nude on a deeper skin tone is different from a nude on a fair skin tone.
In addition, from a wellness perspective, women want to use less preservatives, less fragrance and less synthetic additives in their make-up which might be harmful. NudeStix’s entire product range is enriched with vitamins, antioxidants and moisturizers for everyday wear. It is devoid of parabens, gluten, preservatives and is cruelty-free.
The target market
NudeStix is currently available across 30 countries retailing via Sephora. Apart from US, Canada and Mexico, they have a presence in Europe, South East Asia, China and Australia, and GCC. Now with the launch in India, NudeStix continues to cater to an ever growing global community of consumers.
The NudeStix product range will be available at Sephora stores across the country starting from the end of October 2018. Consumers can also purchase these products online at sephora.nnnow.com.
Sources and References:
https://www.vogue.in/content/nudestix-is-all-set-to-debut-in-india-with-sephora/