From fresh-faced runways to celebrities posting #nomakeup selfies on Instagram, embracing natural beauty is not only empowering, it’s also really trendy. But while we can’t all wake up looking quite as flawless as Beyoncé, we did stumble on a beauty brand whose sole mission is to help you fake it. Get acquainted with Nudestix, a line made up entirely of "no-makeup makeup."
Genius idea? Yes. But we’re even more impressed by the brains behind the concept: Teenage sisters and models Ally and Taylor Frankel (below) and their longtime cosmetic engineer mother Jenny, who previously worked for brands like MAC and was the co-creator of Cover FX.
Turned off by the endless range of colors, tools, and formulas available in the makeup world, the girls, 15 and 18 respectively, were in need of a few products that would fit their “less is more” lifestyle, ones that they believed others would benefit from too. “No one has time for makeup anymore. Everyone’s on the go, going to school, work, or has children,” Ally tells InStyle. “I think we’d all rather sleep in or scroll Instagram.”PHOTOS: Bare-Faced Celebs: The Best No-Makeup Selfies on Instagram
Thus, Nudestix was born in 2014 and can already be found in stores and online at retailers like Sephora, Space NK and Urban Outfitters, where everything is priced at $24. The line, which is mostly comprised of easy-to-use pencils, only carries universally flattering colors containing moisturizing ingredients like shea butter and vitamin E. “These are neutrals that everyone needs,” Ally says. “You can’t go wrong, no matter your skin tone." As for their favorite product? “For me, it’s the concealer,” Taylor says. “It’s the perfect no-makeup makeup. But if I’m going out, I’ll wear the eye pencil, which gives a sheer wash of color.”
Other items they’re excited about include a nourishing lip and cheek combo, a strengthening mascara, and a clean-up pencil that instantly erases mistakes with just one swipe. Each product comes inside a chic black tin that’s perfect for travel, complete with a mirror, sharpener, and a message from the sisters. Their tips for application? “Draw and smudge,” says Taylor. “There are no brushes or tools—just have clean fingers.”