122 - Taylor Frankel, Nudestix

Earned: Unlocking the Power of the Creator Economy

In Episode 122 of Earned, Conor sits down with Taylor Frankel, Co-Founder and Chief Brand Officer of Nudestix. To start, we dive into the founding story of Nudestix. Back in 2014, at the young age of 17, Taylor launched the brand in collaboration with her mother (Jenny Frankel) and sister (Ally Frankel) back in 2014. With a desire to create a product for those wanting “just enough” to feel more put together, the mother-daughter trio was armed with Jenny’s experience at beauty brand CoverFX. With Nudestix’s EMV surging 99% over the last four months, we learn about the data-driven strategy behind the brand’s growth—and Nudestix has utilized CreatorIQ to achieve this momentum. Next, we explore how Nudestix views relationship-building with creators, and how being community-driven has gotten the brand to where it is today. Taylor speaks to her personal goals as a founder, and how even as a public face of the company, she still finds balance when it comes to sharing her content. By enforcing boundaries, Taylor has built and maintained her own following, sharing some of the day-to-day tasks she performs as a founder and what it takes to build a business. We then learn about how Nudestix formed partnerships with high-profile celebrities such as Hillary Duff and Sophia Ritchie Grange, and how these partners truly immersed themselves in the success of the business. Between the virality of Sophia’s wedding and the collaboration that Hillary inspired, Taylor praises both partners for their investment in the brand from the start. Taylor then lets us in on Nudestix’s entry strategy for the skincare and bodycare categories, which includes making sure that each line has its individualized moment. To close the show, Taylor and Conor chat about their email inbox numbers, and the goal to have it at zero each day—which reminds me….

In this episode, you’ll learn:

1. How embracing viral moments can catalyze long-term brand growth and deeper community engagement. 2. How Nudestix leverages their social media community to drive product innovation and maintain a dialogue with consumers, reinforcing trust and loyalty. 3. The balance of personal branding and privacy with Taylor's candid discussion on the intersection of the founders' identity with the brand narrative in the digital age.

Resources:

• NUDESTIX - https://www.nudestix.com/

Connect with the Guest:

• Taylor’s LinkedIn - https://www.linkedin.com/in/taylor-frankel-0ab0b5102/?originalSubdomain=ca

Connect with Conor Begley & CreatorIQ:

• Conor’s LinkedIn - @conormbegley

• CreatorIQ LinkedIn - @creatoriq

Follow us on social:

• CreatorIQ YouTube - @TribeDynamics

• CreatorIQ Instagram - @creatoriq

• CreatorIQ TikTok - @creator.iq

• CreatorIQ Twitter - @CreatorIQ

Timestamps:

1. [5:31] Challenges Taylor faced in the initial stages of NUDESTIX

2. [15:02] The viral wedding look and revenue growth

3. [20:00] What led NUDESTIX into skincare

4. [25:03] How Taylor balances her personal and professional lives

5. [30:01] Strategies NUDESTIX employs to build and maintain trust within their community