When we were offered the opportunity to speak to the founder of Nudestix Jenny Frankel, chemical engineer and the the brains behind some of the biggest beauty launches ever, we jumped at the chance to discover the secrets behind her success and score some prized beauty tips for you. Here it is…
How did you come up with the idea to produce a range of cosmetics housed in pencil form?
“My daughters Ally and Taylor want makeup to be fun fast and easy. They love pencils because it’s artisan and intuitive since they have been using pencils their entire life. Ally and Taylor don’t love brushes, they just want to draw and smudge with their fingers, so that’s how pencil makeup for the face, lips and eyes was created! They also thought pencils were more compact, portable, cool and modern than traditional makeup compacts.”
Do Ally and Taylor have much of a contribution to the colours or products you create?
“Yes, Ally and Taylor have final veto. We all collaborate on product ideas and shades, but ultimately if they don’t love or wouldn’t wear the shades then the products don’t get launched. They have a brilliant vision for products.”
Did being a chemical engineer have much of an influence to creating each product?
“Yes, I develop product ideas, select ingredients to create function, payoff, and texture. Being an engineer allows us to push the limits and be super innovative with pencils.”
You’ve been the brains behind so many successful beauty launches and product creations – MAC Lipglass, Cover FX, and now Nudestix. What drives you?
“Maybe it’s the engineer in me… every time I see a challenge or have an idea, I’m driven to create a solution and product. I love being creative and creating an idea or product that doesn’t currently exist. I love to think outside the box and do something differently.”
What’s your best advice for people looking to start their own beauty brand?
“To start a beauty brand you need to have an emotional and rational reason that is unique and differentiated. Everyone loves a great story that creates emotion and brand advocacy. Everyone also love a rational reason for a brand – ask yourself why your product ideas are better, different, more innovative than any other beauty product. Know the market. Make sure you have a strong brand story, product quality and a mission that you believe in. Then start telling your story through your products. Partner with a cosmetics lab to develop your products, and start to dream of your retail strategy. The pieces start coming together.”
What’s your best-selling product, and why do you think that is?
“Nudestix Lip/Cheek Pencil in shade Mystic is our best selling product. This is a must-have beautiful neutral shade that works on every skintone, and flatters every woman. Women love multitasking products and this is a lip color, pencil, balm and cheek blush all-in-one.”
Are there any secret ways to use the product that we should know about?
“It’s so easy, just draw and smudge to create natural runway-ready lips.”
What’s your signature beauty look, and what products do you use to achieve it?
“I love the no-makeup makeup look for my everyday beauty look. I’m 43 and I find I have less time in the morning and that I look younger with neutrals. My everyday products include: concealer, mascara, Lip/Cheek Pencil in Mystic, Magnetic Eye Color in Lilith and Immortal for a soft smokey luminous eye. Lilith can also be used to highlight my cheekbones for radiant looking skin.”
What’s your opinion on the latest beauty trends, such as contouring and overdrawing your lip shape?
“Beauty and makeup products allows self expression and creativity, and we love that. At Nudestix we believe everyone is beautiful in their own way and should embrace their natural self. We prefer the runway trends you’re seeing with natural subtle contouring and strobing effects to add dimension to skin. A soft nude natural lip is created by using the same colour to line and colour in your lips for a polished soft lip.”
Nudestix is available in Sephora Australia.