Cosmetics wholesaler HiLife Health & Beauty, the company behind Nude by Nature and Rapid Loss, has topped this year’s BRW Fast Starters list after nearly doubling its turnover in the last year. The company recorded a turnover of $42.2 million in 2010-11, a 93.39 per cent growth on the year before.
The Nude by Nature make-up range makes up to 60 per cent of the total turnover of HiLife Health & Beauty, BRW reports. The brand’s Natural Mineral Cover foundation is so good, chief executive Peter Nicholas admits to wearing it himself. You can’t tell. It’s almost invisible,” he says. That’s been the eternal success of the product.”
Much of HiLife’s success can be attributed to the trial periods allowed to its customers. Nicholas admits, The success of the company has been based on the fact that it’s a free trial.”
