What’s all the hype about with nude and why is nude different to other natural skincare companies?

Newby Hands, beauty editor for Harpers Bazaar UK set the record straight in her groundbreaking review on nude and natural products in June 2007. Newby believes nude is the first natural skincare range with visible anti ageing effects. That’s worth a little bit of hype.

Its not easy choosing an age defending skincare range. On one hand if you go for the synthetic based ranges you are concerned about their chemicals and ingredients and what long term impact they may have on your health. On the other hand, if you use a natural range you are not sure they will work at all… so why compromise your beauty by choosing natural?

That’s where nude, with clinical trials and now a proven advanced range, can meet that need. Beauty editors from around the globe have complemented the brand on its philosophy, the efficacy of the products, the environmentally advanced packaging and quality of nude’s ingredients which are 99% synthetic free (aside from preservatives which every product has, including organic ones).

In addition, nude uses natural milk peptides and are the first range to promote pre and probiotics in skincare as a way of strengthening the skins acid mantle and helping the body to defend itself against the impact of premature or accelerated ageing.

In 2008 nude introduced our probiotic range of skin supplements in partnership with New Chapter in Vermont, USA. The completion of this range helped nude provide our customers with a natural range of skincare and body supplements that would work with the body to defend against premature ageing.

How did you evolve from running Fresh & Wild organic food stores in London to creating your own beauty product range?

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.

Who else is involved with nude?

My partner in nude is Ali Hewson. She has been my muse and inspiration since we thought of creating the range in 2005. Ali is dedicated to ethical business and has been instrumental in designing and testing the range and pushing us to ensure our packaging and environmental impact were as responsible as possible. That led to the introduction of biodegradable sleeves, packaging that’s 50% post industrial recycled polypropylene and a range that is completely recyclable.

Ali also called in the help of the Hewson family and friends like Christy Turlington and Helena Christensen, who helped to test and informally advise on the range. Christy loves the Facial Scrub and Hydrate Supplements and Helena is quite addicted to the Miracle Mask.

What’s your biggest seller?

The award winning nude Cleansing Facial Oil and Advanced Eye Complex with instant smoothing results.