Nudestix Acquisition Marks New Era for Iconic Canadian Beauty Brand
In a beauty industry obsessed with reinvention, few brands have stayed as true to their core as Nudestix. The Toronto-born brand, founded by mother-daughter duo Jenny and Taylor Frankel, has built a global following for its minimalist, multitasking makeup sticks — a brand philosophy that’s as much about less product as it is about more authenticity.
Now, Nudestix is entering a bold new chapter. The company has been acquired by a U.S.-based private group, a strategic partnership designed to accelerate its global reach, deepen its retail presence, and amplify innovation — all while remaining proudly Canadian-led. Both Jenny and Taylor will stay on in their leadership roles, ensuring the brand’s DNA remains firmly intact.
“What excites me most about the road ahead is partnering with someone who shares our vision and has the resources to help Nudestix reach its full potential as a legacy brand,” says Taylor. “We’ve built something special, and now we’re ready to scale it with the right partner who can amplify what we do best.”
Founded in 2014, Nudestix helped pioneer the “Nude Standard of Beauty” — an inclusive, minimalist movement rooted in enhancing, not masking. Its hero products, the Nudies blush, bronze, and glow sticks, became instant staples, inspiring countless cream-stick imitators and transforming beauty routines around the world. Today, Nudestix is available in more than 30 countries through retail giants including Sephora Global, Shoppers Drug Mart, Ulta Beauty, and Selfridges, among others.
The acquisition arrives at a defining moment for Nudestix — one that reflects both maturity and momentum. In its early days, the brand operated like any indie disruptor: fast-moving, fiercely ambitious, and determined to get its story in front of as many people as possible. “In our early indie days, we were laser-focused on growth — getting into as many markets as possible,” recalls co-founder and CEO Jenny. But with nearly a decade of global success and distribution secured, that goal has evolved. “Now, our strategy has shifted from wide to deep. We’re strengthening our presence in existing regions and meeting customers where they’re already discovering beauty — through platforms like Amazon Premium Beauty, TikTok Shop, and ShopMy.”
It’s a natural evolution for a brand that has always balanced artistry with strategy. The acquisition gives Nudestix the foundation to scale sustainably — not just bigger, but better. For Jenny and her daughter Taylor, success isn’t about changing who they are, but amplifying what makes Nudestix distinct. “It’s about finding someone who understands our DNA and gives us the freedom to keep innovating,” says Taylor. “The right partner helps you scale your identity, not change it.”
That sense of identity has always been deeply tied to home. Even as Nudestix expands its global footprint, its Canadian roots remain firmly intact. “Our Canadian identity isn’t just part of our marketing — it’s woven into our DNA,” says Jenny. “We’re proud to keep our headquarters in Toronto and collaborate with other Canadian brands that share our values. Being global doesn’t mean losing your roots; it means sharing them with the world.”
It’s a lesson the Frankels hope other Canadian entrepreneurs will take to heart as they scale. For them, longevity starts with purpose. “Your authenticity is your competitive advantage,” says Taylor. “Never lose sight of your ‘why,’ because that’s what builds a legacy brand — not just a successful business.”
With fresh capital, renewed focus, and a clear sense of direction, Nudestix is entering a new era — one defined not by rapid expansion, but by intention. It’s proof that minimalist doesn’t mean small; it means smart, strategic, and built to last.
