Nudestix is taking its skincare line, Nudeskin, to latest heights. 

The road, which launched in 2020 and was developed with the assistance of dermatologist Jason Emer, will probably be landing in 626 Ulta Beauty doors and 364 Ulta and Goal shops-in-shop, starting July 31. 

Based on Jenny Frankel, who’s the chief executive officer of Nudestix and cofounded the brand alongside her daughters, Taylor and Ally Frankel, in 2014, the launch is among the many brand’s key focuses for the yr, and a part of its larger effort to extend its brick-and-mortar penetration. 

“We actually are in full COVID-19 recovery,” Frankel said. “What’s really fueling us, I feel, is that this minimalist approach to beauty that, before COVID-19, was more of a trend, and now COVID-19 just really accelerated people’s love and understanding of minimalist beauty.”

Having previously launched online at ulta.com in 2020, Nudeskin’s eight-product range will now be available in-store at Ulta, and ranges in price from $18 for its Gentle Hydragel Face Cleanser to $38 for the Citrus-C Mask & Each day Moisturizer.

Ulta stores can even carry an exclusive face mask, in addition to the brand’s first SPF product, the Nudescreen SPF Each day Mineral Veil in shades cool, warm and hot, which launched in March and retails for $35.

“For us, skincare is the true foundation — especially while you’re a less-is-more makeup brand,” said Frankel, who launched Nudeskin with the aim of simplifying skincare all the way down to 4 key components: cleansing, exfoliating, toning and moisturizing. 

The road’s key retailers include Macy’s, Nordstrom and Selfridges, and in 2023, Nudeskin will join Nudestix’s cosmetic line on sephora.com for U.S. and Canadian shoppers. Nudeskin can even launch at Harrods’ H Beauty in 2023. 

Frankel said Nudestix and Nudeskin’s online presence at Ulta comprises roughly 30 percent of the brand’s global business, and that Nudies, that are the brand’s hero, multipurpose cheek, lip and eye makeup sticks, make up 40 to 50 percent of its overall business. 

Frankel didn’t comment on sales expectations, but industry sources estimate Nudeskin alone could do between $5 million and $6 million in retail sales over the subsequent yr, with somewhere between $1.5 million and $2 million of that total stemming from the brand’s online and in-store presence at Ulta. 

“Taking our digital presence and partnerships to the subsequent level is at all times top-of-mind, but stores are still, for us, how most classic brands are built, and we still truly consider in that,” said Frankel.

Nudestix has also set its sights on an expansion into body care, which the brand will probably be launching this fall: “We have what we call Skin Sticks, which will probably be an expansion of our Nudies collection, and will probably be skin-focused on vegan-powered actives and efficacy,” said Frankel, who noted that a yet-to-be-named celebrity will front the upcoming launch.