If you’ve ever wondered what happens when a cruelty-free, eco-conscious haircare brand decides to dive into the world of makeup, the answer is Nude by Lust. Founded in 2022 as an extension of Lust Haircare NZ, Nude by Lust was born from a desire to fill a gap in the beauty market: Quality, vegan, cruelty-free cosmetics that don’t compromise on performance or style.
We spoke with Suzanne Andrew, account manager, to learn more about the brand, self-love, and the future of Lust Haircare.
Tell us more about Lust, including where and how it started, and what inspired the expansion into lipsticks with Nude by Lust.
Lust Haircare NZ is a NZ owned and operated brand, located in Hamilton, which creates cruelty-free, vegan, and eco-friendly products that do not contain harsh chemicals or any other potentially harmful substances. Nude by Lust was created in 2022 after noticing a gap in the market for quality cruelty-free and vegan cosmetics that addressed all of our frustrations, i.e., product longevity, colour payoff, blendable and non-cakey, catering to diverse skin tones, practical packaging, etc.
Initially starting with a range of ten long-lasting and conditioning luxury lipsticks that feature little elements such as a contoured tip for precise application and a magnetic lid so that it does not come off in your handbag. These proved to be very popular, and since then we have released another five lipstick shades, a luxury makeup brush kit, and a mascara, with more projects in the pipeline.
What excites you most about the future of Lust Haircare and Nude by Lust?
Our company is led by a really awesome and innovative team, who are always exploring fresh, on-trend ideas and products that align with our ethos and values. Because we are all so passionate about the hair and beauty industry, we thrive on bringing meaningful growth to it and are not shy to bring the best concepts to life. So, it is really hard to pinpoint just one thing, as there are always so many new and exciting things to look forward to!
What does self-love mean to you personally, and how do you practise it while leading and growing a beauty brand?
Self-love to me is basically living a life that genuinely makes you happy and taking the steps needed to do so (even though this can sometimes be easier said than done). I do this by surrounding myself with a great team, work and home environment, spending time with loved ones, as well as myself, and indulging in things that I am passionate about, which include makeup, skincare, food, art, travelling, etc. Most recently, I have started to really focus more on my nutrition and fitness, which is probably one of the hugest acts of self-love there is.
How do you see makeup, particularly lipstick, as a form of confidence and self-expression rather than something to “fix” ourselves?
That is an interesting question, as I have never thought of makeup as a tool to "fix" ourselves with, and I really hope other people don’t either. I’ve only ever seen it as a powerful form of self-expression, allowing people to present themselves to the world exactly as they wish to be seen. Again, when people use makeup, they are not “fixing” themselves. They are just revealing a more authentic version of themselves, shaped by their own personal vision, feelings, and preferences.
Experience love at first swipe with Babe’... the soft pink lipstick from Nude by Lust, available in MyTreat's February 2026 'Self Love' Wellness Box amongst other treats. Subscribe now for a gift to yourself (or others!).