Retail in Asia

In People

Nudestix plans China entry, poaches ex-Sephora Asia exec

Beauty newcomer Nudestix has poached Sephora’s Shereen Holland and appointed her chief marketing officer of the Canadian cosmetic brand.

Holland was poached from French cosmetic retailer Sephora. She was based in Southeast Asia working for Sephora’s digital division, where she headed regional buying.

The Toronto-based Nudestix said Holland is set to play an integral role in shaping the growing brand’s digital strategy, as it ramps up its digital efforts to engage younger shoppers and lift sales.

However, Nudestix is not stranger to digital platforms and social media. Holland’s appointment comes as the brand gears up to launch their latest lip product, Magnetic Matte Lip Tattoos, and her appointment could be the brand’s answer into pushing new products further into the Chinese market; an arena currently obsessed with Korean beauty.


captureNudestix’s Magnetic Matte Lip Tatoos

“We are launching in China, and we needed someone with experience internationally, and has a lot of experience in video content, paid social, digital merchandising and dot-com,” Jenny Frankel, Nudestix’s co-founder told local media when speaking of Holland’s appointment, noting Southeast Asia as Nudestix’s most productive market.

“Because of that, she will be really relevant to our video content and digital strategy.”


Founded in 2014, Nudestix is the brainchild of Jenny Frankel, a former M.A.C product developer and co-founder of Cover FX and Fenkel’s daughters, Ally and Taylor, who are the brand’s chief information officer and chief inspiration officer, respectively.