While the Nude by Nature brand is revered more for what’s not in it – think parabens, phthalates, silicones, sulphates, bismuth, to name a few – than what is, CEO Mark Thompson takes a different approach when it comes to the business.
A veteran of the beauty industry with more than 20 years’ experience working for big brands like L’Oréal and Unilever, he knows that it’s what you put into an organisation that matters the most.
“You need to employ top people,” he stresses. “You’re only as good as the people around you. And we take pride in the fact that we employ top professionals we can rely on to add value to the business. It’s not just about whether or not they can do the job; it’s more about what they can bring to the team to help us win in all markets.”
And that includes winning during an unprecedented health pandemic too. COVID-19 took the world by surprise and seemingly overnight, everything changed. For Nude by Nature, a company reliant on bricks-and-mortar stores, it meant thinking outside of the retail store box and coming up with a plan to keep the company afloat.
“With imposed lockdowns, we knew that people would be spending more time online, and we saw it as an opportunity to build our online community and come up with new initiatives,” Mark shares.
“So with the help of a company called Perfect Corp, we created a virtual try-on tool for our customers to fulfil their beauty needs from the safety of their own homes – they could literally try on make-up and see it on their own faces. Now that it’s in the market, we’ve experienced a 55% increase in revenue.”
Nude by Nature got its start in Sydney in 2008 with only three mineral foundations, a bronzer, finishing veil and make-up brush. Today, the natural beauty brand boasts a full line of cosmetics with a product portfolio brimming with natural lipsticks, eye shadows, mascaras, concealers, blushes and more. And every single ingredient that goes into the products is thoughtfully chosen to deliver results.
“Performance is key,” Mark says. “If the product doesn’t perform, consumers won’t buy it again, whether it’s natural or not. If you look at the brand here in Australia, all of the original products launched back in 2008 are number one in their category today, which is a phenomenal result.
We take pride in the fact that we employ top professionals we can rely on to add value to the business.
We have the number one selling face powder, bronzer, finishing powder in the market and we are Australia’s number one selling brush brand. The reality is, our products work, otherwise people wouldn’t continue to purchase them.
“Retailers were insistent that we bring the international packaging here to Australia because it’s so beautiful,” Mark says. “It’s slightly more elevated, positioning us as a more aspiring range in a crowded market.”
Thanks to the relaunch of Natural Mineral Cover foundation this year, consumers can’t help but be swayed by the products’ new, on-trend, rose-gold aesthetic. To continue thriving in the saturated beauty industry, Mark says new product development is absolutely crucial.
“The reality is you have to keep innovating in this space. As a brand, we have to stay at least 18–24 months ahead to make sure that we continually come up with the best and the latest and greatest.
“Natural isn’t a trend. It’s here to stay,” he continues. “People almost demand it now in every area of their lives, whether it’s the food they eat or what they put on their faces – and luckily, we’re in a fantastic position because we’re one of the key players in that natural space.”
Mark, who took the brand from its infancy to a strong position in markets across the globe, says the beauty of Nude by Nature’s success is that it shows the world that Australian brands can compete on the world stage.
“If you have a fantastic USP and highperforming products, it’s amazing how successful Australian brands can be overseas,” he beams. “Take our position here – we’re a brand competing against all the big multinationals, some of which have been around for 100 years, and the reality is, Australian brands can really compete with international brands.”
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