Nudestix

Three siblings in Toronto launched a makeup brand in 2014, where every product was sold in a twist-up pencil format, regardless of category. Foundation in a pencil, blush in a pencil, eyeshadow in a pencil. The design discipline was the differentiator. Taylor, Jenny and Ali Frankel co-founded New Destics in Toronto in 2014 with a specific design brief. Makeup application was a morning task that most customers wanted to complete in under five minutes and the proliferation of brushes, sponges, compacts and tubes had slowed the ritual rather than simplified it. Every product had to apply directly from the stick to skin with no tool, brush or applicator required. The product range grew across lips, cheeks, eyes and complexion, but every format remained a twist-up pencil.