Sincerely Nude is a range of inclusive boob tapes – the brainchild of Michelle Asare – born and raised in London with her family originally from Ghana – and the idea came about due to Michelle’s frustration with the very narrow definition of ‘nude’.
She tells us her back story: “I launched Sincerely Nude in 2018 out of frustration with the fashion industry’s narrow definition of ‘nude’. Growing up, I always loved the colour brown, as I felt it beautifully complimented my skin tone. However, I quickly realised that in the fashion world, ‘nude’ was predominantly associated with beige or pale tan shades, leaving many individuals feeling excluded. This realisation sparked important conversations among my friends and family about representation in fashion, and I was determined to change that.”
“Before the emergence of brands like Skims, my focus was on creating inclusive nude outerwear that truly represented the diversity of skin tones. I wanted to provide options that made everyone feel confident and seen. This vision drove me to launch Sincerely Nude, aiming to fill the significant gap in the market.
During the pandemic, we introduced our viral body tapes, which resonated with a wide audience and gained tremendous popularity. This success reaffirmed the need for inclusive products, and after another wave of recognition on TikTok and going viral again in 2023, we decided to pivot the brand’s focus more closely to body tape and related products, aligning perfectly with our mission of inclusivity. This journey has been both challenging and rewarding, and I’m excited to continue advocating for true representation in beauty and fashion.”
One of the biggest challenges was deciding whether to pivot my brand toward its current focus. In 2021, we recognised a significant demand for inclusive body tape, yet I was still invested in designing clothing collections. For two years, I wrestled with the idea of shifting our direction, fearing that moving into a new area might mean neglecting the original vision. It wasn’t until 2023, when we went viral on TikTok, that I felt confident in focusing solely on our inclusive body tapes and nipple covers. This decision proved fruitful, resulting in a 70% growth in our following. At the start of the New Year, we fully embraced our identity as a boob tape brand.”
Michelle’s brand has gained quick recognition as she happily shares: “There have been many proud moments throughout this journey, from being featured in prominent magazines to becoming a finalist for the Great British Entrepreneur Awards in 2020 and hosting our first “How to Tape” event with Nars Cosmetics during the summer. However, my proudest moment thus far has been securing a partnership with Superdrug. We launched online on November 4th, 2024, and I couldn’t be more excited! I’ve always shopped at Superdrug, so knowing that my brand, Sincerely Nude, will be available there fills me with immense pride. The success we’ve experienced since pivoting last year reinforces that I made the right decision.”
But like the launch of any new brand, the path has not always been easy. “One of my biggest mistakes has been collaborating with agencies that overpromise and under-deliver. I learned the importance of vetting partners to ensure they align with my brand’s vision. Additionally, I underestimated the resources needed for effective marketing, which limited our visibility. I also hesitated to pivot quickly in response to market demands. Each of these experiences has been a valuable lesson, reinforcing my commitment to building an inclusive brand that truly serves our diverse community.”
The Superdrug launch has been absorbing most of Michelle’s time with a blend of meetings and strategic planning, brainstorming, project management and networking opportunities. Whilst talking to her, she is getting ready to exhibit at Stylist Live (8th-10th November).
Michelle has big plans for the future: “In 10 years, I envision my brand thriving in multiple retail locations across the UK and internationally, especially in the US, where we have a dedicated fan base. We aspire to expand our product range and eventually open our own store. Likewise we’ve received numerous requests from customers to explore shape-wear, and it’s definitely something we’re considering for the future. Many consumers are looking for true nude options, and while brands like Skims have made strides in inclusivity, their offerings often don’t represent the full spectrum of skin tones. At Sincerely Nude, we believe in providing products that genuinely reflect the diverse shades of our community. Our aim is to create shape-wear that not only fits well but also celebrates and embraces every individual’s unique skin tone. This aligns with our mission of inclusivity and empowerment, ensuring that everyone feels confident and represented in their choices.”
In the more immediate future Superdrug is the first major stockist but Michelle is working hard to secure additional partnership and plans to be live on Amazon by the end of the year. And although signs are very optimistic Michelle summarises the problems facing new brands to the market: “Our greatest challenge is visibility. We aim to reach a broader global audience, which means investing in a larger marketing budget to enhance our brand presence.”
The Sincerely Nude website gives all sorts of useful information on how to affix your boob tape with videos demonstrating the difference they can make.
You can find out more about Michelle and her brand info@sincerelynude.com
