In 1998, I co-founded Fresh & Wild in London with Hass Hassan.  During that time, I noticed that many of our customers were buying all their organic food from us, but going down the road to Space NK to get their skincare products. When I asked them why, they told me that they didn’t trust that natural & organic beauty products were going to have any effect on getting rid of their wrinkles. These natural ranges were completely overshadowed by other highly effective conventional brands. Whilst the conventional approach relied on a chemical cocktail, it was hard for the ‘natural’ brands to be a credible alternative when their packaging was archaic and the creams were oily with few active ingredients. At best, their effect was neutral.

With nude I’ve combined all the values and principles of my experience in organic food with the careful understanding that skincare, even when it’s this natural, needs active ingredients that will address concerns like premature ageing.