Nude by Nature sprays its message loud and clear across Sydney

Australian beauty brand Nude by Nature has been turning heads across Sydney this week, driving a spray-painted black Range Rover through iconic locations as part of a guerrilla-style teaser to promote its new Lift & Curl Serum Mascara.

The vehicle, marked with the word “CHEATER” in large white graffiti, was spotted in Bondi and other affluent eastern suburbs. Videos of the stunt and its suspicious driver have quickly spread across social media.

A QR code pinned to the windscreen directed curious passersby to a microsite asking them to have an affair of their own – sort of.

“It’s your turn to have a clean Lash Affair... No smudging. No clumping. No harsh ingredients... Try it now for just $1,” the site reads.

The campaign is the latest move from Nude by Nature, which has been ramping up brand activity under new ownership and a repositioned marketing strategy.

Last month, the brand hosted an invite-only event at a private residence in Coogee Beach, bringing together leading beauty influencers and media. The event coincided with the rollout of new campaign visuals - shot across rural Australia to reinforce the brand’s roots in clean, natural ingredients - and marked what the company described as its “biggest campaign yet.”

“This campaign is more than a milestone - it marks a new chapter,” the brand posted on LinkedIn. “It embodies everything Nude by Nature stands for: clean beauty, deeply rooted in Australia’s rich natural heritage.”

The campaign ran across high-profile outdoor sites including billboards, train stations and trams nationwide.

The marketing push follows a major ownership change last year. As reported by the AFR, billionaire Dennis Bastas, best known for building Arrotex Pharmaceuticals, acquired Nude by Nature and the fast-growing Makeup Cartel for a reported $60 million.

The brands have been folded into Bastas’ consumer health and beauty group, VidaCorp, which also houses MCoBeauty, SkinB5, MyAura and Brutal Truth.

Speaking to the AFR, Bastas said Nude by Nature would benefit from VidaCorp’s scale and marketing infrastructure.

“Nude by Nature needs what we already have, and that is a sizable marketing engine room that we can deploy to rebuild its presence.”

Bastas described the acquisition as a play into the “masstige” category, bridging mass-market and prestige and a key pillar of the group’s broader global growth strategy.