NA-KD is one of the fastest growing fashion brands in Europe. Now there is an expansion of the products. Not only fashion, but also make-up is now officially produced by NA-KD and a nine-piece series NKD / BTY, suitable for Christmas, is launched on the market.
The range includes eyebrow gels and pencils, eyeliners, neutral eye shadow palettes, bronzers, lip liners and liquid lipsticks in various shades. Whether you are a cosmetic expert or not – these products can be used by everyone without any problems. The product prices range from 12 € to 39 €. NA-KD plans to expand the product range in 2020.
Fashion & Buy beauty products: The beauty of the woman
In a world of filters, additives and artificial beauty products, NKD /BTY takes its own approach to beauty: individuality comes before perfection. With a brand ethos that focuses on acceptance of one’s own personality, the NKD / BTY concept underlines the conviction that beauty means much more than just looking good. It is about feeling good in your skin and confidently showing your natural beauty.
“Just like with our fashion, we wanted to create a positive experience in the cosmetic field. NKD / BTY stands for the idea that there are no imperfections but only opportunities to show our individual uniqueness. Make-up should enable you to express yourself without hiding your own natural beauty, so that you can express your individuality in your look.”
NA-KD: sustainable and without animal testing – new products
In view of the increasing awareness of the brand’s target group regarding sustainability and animal welfare, NA-KD advocated that NKD / BTY was developed without animal testing and with vegan ingredients. As a social first brand NA-KD uses its strong influencer relationships to bring NKD / BTY to the market. NA-KD works with 300 macro and micro influencers to create content and test the products with another 1000 influencers and customers. The goal is to have real people tell the brand story. With an ethos that focuses on individual beauty, it was important for the brand to show what this means to different people. This concept is also highlighted in the official launch campaign, which involves well-known influencers and NA-KD customers from all over Europe.
“Entering the world of cosmetics is a natural extension of our brand. This is a product area that perfectly complements our current fashion range and fits perfectly with our target group. For us, the customers are always at the centre of what we do. As one of the most watched video categories on YouTube, the cosmetics section also gives us the opportunity to further inspire, educate and entertain our customers.
– Chief Growth Offcer, Bjorn Bergstrom</block quota>
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