Interview with Georgia Luzi, founder Nudha Beauty

INTERVIEW

Every brand is born from a spark. Could you tell us about the moment you realized you had to bring Nudha Beauty to life?

Covid was the turning point in my life. The chance to slow down and stop allowed me to realize that it was time to reflect on what I was doing and how unhappy (or rather, not happy) I was with my old job. Nudha Beauty was there, locked in a drawer for a long time; I never thought I would be capable of “opening it.”

The name of your brand, Nudha Beauty, is beautiful. What is the story or meaning hidden behind it?

The term “Nudha” aims to recall the concept of unfiltered skin, without makeup, free from any “tricks”... simply nude. And in its nudity, therefore, a skin that is beautiful, real, authentic, and natural. I took the liberty of adding an “h” just to make it more elegant...

What story did you feel was missing in the world that you wanted to tell with your products?

To tell the reality, the possibility of wearing one's own face with pride, with all its potential imperfections. By now, what is shown to us by any communication channel is a completely artificial idea of beauty. Taking care of yourself doesn't mean having perfect skin; it means having healthy, luminous skin. It is looking in the mirror and recognizing yourself; this has nothing to do with perfection.

Who were you before becoming a founder? How does your past experience influence the work you do today?

I worked for about 25 years in the television industry. That world taught me to have a very thick skin; I’ve seen and heard things that you humans... 🙂 Everything I experienced in TV allowed me to build a strong armor, so much so that I am no longer afraid of anything; every problem is faced, every obstacle is overcome, every challenge is fought. For me, the worst is over; the best is yet to come.

The word "sustainability" can have many meanings. What does a sustainable and ethical practice mean to you personally, and how does it manifest in your work?

Living in an era like this requires a great sense of responsibility, which is why I believe everyone, in their own small way, must embrace their own “cause.” I chose to create a totally sustainable cosmetic line, with everything that entails in terms of costs and investments. But for me, it wasn't just necessary, it was non-negotiable. You cannot think of producing products that have a heavy environmental impact on our system; it is outdated.

Could you walk us through the life cycle of one of your products? From the initial idea or raw material to the moment it reaches the customer?

It always starts with the idea of the product we want to create: active ingredients, benefits, functionality, main characteristics, etc. Only at that point are all departments activated; from graphics to the materials selected for packaging, from strategic communication to marketing, from packaging to shipping. Every sector depends on the other, which is why maximum collaboration is always fundamental.

What is a core value of your brand that you would never compromise on, regardless of growth?

Credibility.

Your website is often the first "hello" a customer receives from your brand. What sensation or emotion did you want to evoke with your online "home"?

I would like for the customer, when they “land” on the site, to understand immediately where to go to find the “answer” to what they are looking for. So, first and foremost, it should be intuitive, welcoming, clear, simple, and possibly transmit a sense of well-being (given my sector).

How do you use your website to tell your brand story and share your values, beyond simply being a place to shop?

We tried to include some “spaces” where we told the brand's story, its birth, and its mission; this is to make the customer a participant in our history. I didn't want just a commercial site for buying, but also a space where one could “step inside” Nudha Beauty, for purchases that are as conscious as possible. Furthermore, we also included a Blog where we give information and skincare tips, with the idea of building a 360-degree self-care platform.

What role did quality photography and curated design play in building trust and connecting with your online community?

A lot of importance. Being an e-commerce business without physical stores, the end user can see and get to know the products only through a photo or a video. For this reason, it becomes fundamental to convey an image that is as truthful and real as possible, and capable of conveying an evocative emotion.

What was the biggest challenge, or perhaps the most surprising lesson, you faced in creating your brand's online presence?

The biggest challenge was finding the courage to change my life at 45: quitting a job that gave me many privileges in exchange for a future entirely to be built, in a sector where I was a complete stranger.

A founder's journey is full of both immense joys and unique challenges. What has been a significant learning moment for you on this trip, so far?

It was in November 2021 when I had a bad accident just a few days before the launch of the line (which I had worked on for almost two years). I destroyed my face (head trauma, broken nasal septum, 40-day prognosis, and various contusions)—that very same face that was supposed to be the business card of my line shortly thereafter. It was a difficult challenge. But I understood from that fall that I also had to learn to enjoy the beauty of this new challenge of mine. For almost two years I was “holding my breath,” just running to try to make this new dream come true, and most likely I was running too fast (even on that day...); I wasn't enjoying everything this new adventure could give me.

Are there daily or weekly rituals that help you stay grounded, inspired, and connected to your purpose?

My family. Always and forever, my family.

How do you cultivate beauty and calm in your life outside of work?

And who said I am calm? 😃 Jokes aside, I try to carve out 20 minutes for myself every day: whether it's a walk, an herbal tea, or a face mask. They are my 20 minutes, and no one can take them away from me.

What advice would you give to another woman/man starting their journey as a conscious entrepreneur?

That it is not easy at all to turn your life upside down, that it takes a lot of courage, and that they will face many moments where they will say, “Why on earth did I do this??!!”. But it is equally true that the moment will come when everything makes sense, where the time reclaimed will have a value as priceless as the personal fulfillment. So, was it worth it? Yes, it was worth it.

What are you currently dreaming of for the future of Nudha Beauty?

Oooooh, a ton of things... too many!!!

For you, what does a "successful" company ultimately look and feel like?

The ability to enjoy one's own time. This is true success (and true wealth).

What is one thing you feel particularly grateful for in your business right now?

That the people I love are healthy.