Nudestix built a beauty brand around the 5-minute routine—multi-use crayons that do it all, founded by a mother and her two daughters, positioned where simplicity is the luxury.
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See all ads on AdLibrary →Nudestix is a Toronto-based minimal makeup brand co-founded by Jenny Frankel and her daughters Taylor and Ally Frankel in 2014. The brand sells multi-use makeup crayons designed for a fast, no-makeup-makeup look, distributed through Sephora and Ulta.
Nudestix's paid ads center on ease, speed, and the 'you look like you're not wearing makeup' outcome. Tutorial creative showing how one stick serves as lip, cheek, and eye color is both an education and a conversion tool—it removes product confusion and demonstrates the kit's value in a single 15-second video. The family founding story (mom and daughters) adds authenticity that resonates with multiple age demographics. See Nudestix's ads at AdLibrary.
Instagram and TikTok are Nudestix's primary organic and paid environments, where no-makeup tutorials naturally perform well. Facebook retargeting supports Sephora and Ulta consideration for audiences who have browsed but not purchased. The brand's Canadian roots give it slightly different positioning in the US market—European-influenced minimalism at Sephora accessible pricing.
Core themes: no-makeup makeup with minimal products; the 5-minute morning routine; multi-use products that simplify the makeup bag; clean vegan formulas; and the mother-daughter founding story. Copy is warm, confident, and practical—the brand sells freedom from complexity, not just cosmetics.
Nudestix proves that positioning against the category norm (elaborate multi-step routines) can itself be a complete brand strategy. By naming what their customer is tired of—complicated morning routines—and solving it elegantly, they created a reason to exist that no product feature list could communicate. Lesson: sometimes the strongest ad hook is naming the exhaustion your customer feels before showing them the relief.
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