Nude By Nature

What Nude By Nature does

Nude By Nature is an Australian clean beauty brand that develops and sells cosmetics and skincare products formulated with native Australian botanical ingredients (including Kakadu Plum, Shea Butter, and Desert Lime) and positioned as free from carmine, petroleum waxes, silicones, carbon black, and coal tar. Founded in 2008 and headquartered in Sydney, the company operates a portfolio spanning foundations (its hero category, including Natural Mineral Cover Foundation, Skin Radiance Foundation, Perfect Skin Filter Foundation, Moisture Infusion Foundation, and BB Cream), lip products (lacquers, oils, butters, lipsticks, pencils, primers, and the Hydra Stick dual lip-and-cheek product), eye products (Absolute Volumising Mascara, Lift & Curl Serum Mascara, Awaken Lengthening Mascara, and Liquid Veil Eyeshadow), and tools. The technical foundation is formulation-led rather than platform-led: finely milled mineral formulas designed for sensitive, acne-prone, mature, and dry skin, supported by a Match My Makeup integration that powers virtual shade matching across a 101-shade foundation range.

The company operates a multi-channel go-to-market model. Direct-to-consumer e-commerce (nudebynature.com) is the primary channel, with separate regional storefronts for Australia, New Zealand, and the US, offering free ANZ shipping over AUD $70 and Shop Now Pay Later options. Distribution also flows through global third-party stockists via a store-locator feature and, most significantly, through a flagship retail partnership with Walmart that marks the brand's January 2026 US market debut. Pricing is unit-based at AUD $19.95–$42.95 per SKU, with frequent promotional discounting (e.g., 50% EOFY sale). The customer base skews toward clean beauty enthusiasts and sensitive-skin consumers in the ANZ region, with a US expansion under way targeting mainstream natural-aesthetic buyers via a Nicole Richie celebrity campaign. The company is privately held with 101–250 employees, led by CEO Mark Thompson, founder Peter Nicholas, Chairman Neville Buch, and CFO Luke Phillips. No revenue, funding, or ownership data is disclosed in available sources.

Name

Nude By Nature

Legal name

Nude by Nature AU

Website

https://nudebynature.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

101–250 employees

Short description

Nude By Nature is an Australian clean beauty brand that formulates and sells cosmetics and skincare using native Australian botanicals across foundations, lip, and eye categories, serving clean beauty and sensitive-skin consumers via DTC e-commerce, Walmart US, and global stockists.

Ownership category

akta.pro rank

Product category

Clean Beauty Cosmetics

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844)

akta.pro primary industry

Face Makeup (Foundation, Concealer, Powder, Blush, Bronzer, Highlighter) (CRABACAA)

akta.pro secondary industries

Clean/Organic/Natural Makeup (Positioning-based Color Cosmetics) (CRABACAJ), Makeup Brushes & Brush Sets (CRABAKAA)

Keywords

• Clean beauty cosmetics
• Natural makeup products
• Mineral foundation
• Skincare-infused makeup
• Cruelty-free beauty

Headquarters

HQ city

Sydney

HQ country

Australia

HQ region

Oceania

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Online sales through company-owned e-commerce platform (nudebynature.com) shipping to Australia, New Zealand, and US. Products sold at full price with seasonal promotional sales (EOFY Sale, 50% off foundations and lips)
2. Retail/Distribution: Partnership with Walmart for US retail distribution, marking the brand's US market debut through established retail presence
3. Wholesale to Stockists: Products distributed through third-party stockists globally via store locator feature on website

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels11 records

Core offering

Nude By Nature manufactures and sells clean, natural cosmetics and skincare-infused makeup formulated with native Australian botanical ingredients. Its portfolio spans foundations (mineral, pressed, BB cream, tinted serums), lip products (lacquers, oils, lipsticks, glosses), mascaras, eyeshadows, and application brushes, positioned as cruelty-free alternatives free from carmine, petroleum waxes, silicones, carbon black, and coal tar.

Product overview

Nude by Nature is an Australian clean beauty brand offering a diversified portfolio of high-performance, natural cosmetic products across multiple categories. The core offering centres on a family of foundation products — including the Natural Mineral Cover Foundation (the hero best-seller), Skin Radiance Foundation, Perfect Skin Filter Foundation, Moisture Infusion Foundation, Natural Mineral Cover Blemish Control Foundation, Flawless Pressed Powder Foundation, Sheer Glow BB Cream, Hydra Serum Tinted Skin Perfector, and the Radiant Loose Powder Foundation — all formulated with native Australian ingredients and positioned as clean alternatives free from carmine, petroleum waxes, and silicones. The brand extends across lip products (Lacquer Lip Serum, Nourishing Tinted Lip Oil, Tinted Lip Butter, Moisture Infusion Lipgloss, Moisture Shine Lipstick, Defining Lip Pencil, Hydra Stick Lip & Cheek Colour, Creamy Matte Lipstick, Perfecting Lip Primer, Peptide+ Lip Glaze), eye products (Absolute Volumising Mascara, Lift & Curl Serum Mascara, Awaken Lengthening Mascara, Liquid Veil Eyeshadow), and tools (Lip Brush 23, Mineral Brush 11). Products are sold through the brand's e-commerce site, with recent expansion to Walmart in the US, and supported by a Match My Makeup shade-matching tool.

Differentiator

Problem solved

Functional benefit

Products and services

• Natural Mineral Cover Foundation

Quantifiable outcome

• Finely milled formula allows skin to breathe naturally
• +2 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Three partnerships are on record, tiered flagship and core.

• WalmartflagshipChannel Partner/ Reseller/ Distributor · 22 January 2026Major retail distribution partnership marking Nude by Nature's US market debut. Products including Natural Mineral Cover Foundation and Radiant Loose Powder Foundation now available at Walmart. Strategic retail expansion for Australian brand's North American entry.
• Nicole RichieflagshipGTM or Marketing Partner · 22 January 2026Celebrity partnership for US debut promotion. Nicole Richie, who has very sensitive skin, promotes the brand's 'less is more' natural beauty philosophy. Conducted interview with Popsugar and participated in US market launch activities. Aligns brand with natural, clean beauty aesthetic.
• Match My MakeupcoreTechnology or IntegrationPartnership with Match My Makeup, the world's leading foundation shade-matching tool. Provides virtual shade matching, quiz-based recommendations, and ability to match shades to current brand products. Integrated into website's Foundation Finder page to help customers find their perfect shade.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• bareMinerals: bareMinerals is the original mineral powder foundation brand and the closest direct comparable to Nude by Nature: both lead with finely milled mineral/clean face makeup, both built reputations on ingredient-conscious formulations, and both distribute across DTC and mass/clean retail channels including Walmart.
• Jane Iredale: Jane Iredale is a mineral-based, clean color-cosmetics brand marketed for sensitive and problem-prone skin. Its positioning, foundation-led portfolio, and skincare-makeup hybrid value proposition directly mirror Nude by Nature's mineral cover and blemish control foundation SKUs.
• ILIA Beauty: ILIA is a clean, skincare-meets-makeup color cosmetics brand with a similar price-to-premium positioning and Sephora-tier retail presence. Comparable on clean ingredient standards, foundation/lip category depth, and serial product launches with skincare benefits.
• Tower 28 Beauty: Tower 28 is a clean, sensitive-skin-friendly beauty brand with strong Sephora and mass-channel distribution in the US. Comparable on clean-positioning, sensitive-skin claims, and a multi-category (face/lip/eye) portfolio targeting similar consumer personas.
• Kosas: Kosas is a clean color cosmetics brand built around skincare-makeup hybrid formulations (tinted lip oils, complexion products). Strong overlap with Nude by Nature's tinted lip oils and serum-infused foundations, and similarly competes for the same clean-conscious consumer.
• RMS Beauty: RMS Beauty is a clean, organic-focused color cosmetics brand led by foundation/luminizer SKUs. Comparable on clean ingredient positioning, ingredient-provenance storytelling, and a tight foundation-and-complexion hero SKU set.
• Juice Beauty: Juice Beauty is an organic, plant-based color cosmetics and skincare brand with a similar clean formulation ethos and a foundation-centric complexion range. Comparable on ingredient-led positioning, organic credentialing, and clean-beauty retail distribution.
• Physicians Formula: Physicians Formula is a mass-market mineral and clean-positioning color cosmetics brand widely distributed at Walmart, Target, and CVS in the US. It is the most direct US mass retail comparable for Nude by Nature's Walmart distribution strategy.

Broad incumbents

• Coty (CoverGirl / Max Factor): Coty owns mass-market color cosmetics brands (CoverGirl, Max Factor) distributed across the same mass channels Nude by Nature is entering via Walmart. Comparable as a broad incumbent whose mass-channel shelf real estate shapes the competitive environment for Nude by Nature's US expansion.

Regional players

• Dr. Hauschka: Dr. Hauschka is a natural and biodynamic skincare-meets-makeup brand primarily distributed in Europe and Australia via department stores and specialist retailers. Comparable as a regional natural cosmetics player with overlapping ingredient-conscious positioning and ANZ presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/nudebynaturemakeup
• Facebookfacebook.com/nbnmineralmakeup
• LinkedInlinkedin.com/company/nudebynature
• Instagraminstagram.com/nudebynature
• TikToktiktok.com/@nudebynature
• Pinterestau.pinterest.com/nudebynature
• Xx.com/nudebynature

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nude By Nature