Nuda Est: Great Experiences Through Logistics and Unboxing
Estimated reading time: 10 Min
Nuda Est is a Latin phrase meaning "to bare the being"—to be authentic, real, and honest. That philosophy drives this brand to transform one of the world's most closed-off and complex industries through science and integrity, creating solutions with and for the consumer as its main focus. Nuda Est creates multi-ingredient solutions that comprehensively address skin problems—and does so safely and in the shortest time possible.
Today we speak with Eduardo Ramón, Director of Operations at Nuda Est, a company founded by América Fernández and Sergio Alanis, to discover how this Mexican cosmetics brand was born—one that bets on honesty and comprehensive solutions as its only marketing tools.
An innovative cosmetics brand that chose Cubbo as an ally for sincere, flexible, and fast logistics.
A healthy response to an abandoned industry
Frank: Let's start by telling the story of how Nuda Est was born. Because I understand that from the very beginning you had a very clear idea of what you wanted to offer and why you were entering the market. Right?
Eduardo: Yes. Nuda Est was born in 2017 when our founders realized there was a huge business opportunity in the cosmetics industry because it was being handled very poorly. Products were being sold that weren't what was advertised—and they were also very expensive. And when it comes to ingredients, there are products that use ingredients that aren't really appropriate or good for the consumer; they actually harm people's skin.
Frank: And some of the ones that don't cause harm don't really do much good either, right?
Eduardo: Exactly. There are also products that use the right ingredients but not in the right amounts to actually be effective. Companies sell you the idea that you need a five- or ten-step routine for your skin to be healthy and for their product to work. That's not true. With two or three products that have the right amounts of compounds, you can see real changes and have healthy skin.
Frank: Being in a sector as complex as cosmetics, you'd think you're a company with many employees. But that's not the case. How many are you now, and how many people did Nuda Est start with?
Eduardo: We started operations with a team of four people, and our first goal was to research the market—see what was needed, what was trending, what products were trending in Asia, and so on.
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Operating across different cities
"The company operates throughout Mexico, with offices in Mexico City and Mérida. The team is spread across several places in the country... We are pioneers in remote work in Mexico".
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Frank: Where are you currently distributing?
Eduardo: We distribute throughout Mexico, the United States, and Latin America. We've also had organic presence from our e-commerce in Spain, but mainly in Peru, Chile, Colombia, Argentina, and other Central American countries.
Frank: How would you define the products Nuda Est offers?
We mainly offer treatments for your skin health. These aren't cosmetic products as people normally understand them, but rather treatments for complicated, complex skin problems people may have.
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Quality and accessibility
"We've had customers with serious problems who received dermatological treatments and couldn't resolve them—but using our products, they were able to. Routines costing 2,000 pesos that made incredible changes where other brands or treatments had failed".
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Frank: Why do your products actually work when others from major pharmaceutical and cosmetics companies don't get results? Because this seems hard to understand.
Eduardo: I think the reason lies in a combination of factors: the research we do on ingredients, that we have excellent suppliers, and that we don't skimp on ingredients—our products contain the right amount so the compounds are truly effective.
Frank: What does it mean that they're vegan and cruelty free?
Eduardo: Our products are vegan and cruelty free. That's because many ingredients in cosmetics are extracted from animals. The traditional industry gets squalane from shark fins. That causes enormous ecological damage. We look for alternatives, and we extract our squalane from plants. That's why we say we're vegan—because our entire product is biotechnological. We also don't do farm-to-face. In other words, we don't take products straight from the field and put them directly in our consumers' hands—all our compounds go through a scientific process. That helps us be innovative and truly efficient.
We've never carried out those scientific processes on animals. We're completely against that. And in fact, it's been part of this company's heart since it was founded: we believe we have to be something better for society and for the world.
Also read: E-commerce in full swing with Nowma, a strategic ally
Seeking the unboxing experience
One of the biggest logistical hurdles Nuda Est faced was being able to maintain that unboxing experience with its products. Something that for the brand was a fundamental part of its concept. An unboxing experience that requires creating personalized packages for its customers—something many logistics providers didn't look favorably upon, because of the added complexity it brings.
However, this honest brand committed to its customers found a logistics provider that was also honest and committed to its customers: Cubbo.
Frank: How was Nuda Est born—as e-commerce or did you start as a physical store?
Eduardo: We were born directly as e-commerce. We're a company created from scratch as an online store. And our products have always been designed for e-commerce. But now, in fact, retail is pulling us in. Because companies are approaching us and saying "hey, we want your products in our stores".
Frank: And how did you get to Cubbo?
Eduardo: We came to Cubbo because in 2018 picking was something very few companies did. The concept didn't exist that an e-commerce business needed help controlling the packaging process—and that process also took a huge amount of time. Checking that the right product and the right shipping label were included seems easy, but it isn't.
Frank: Did you have difficulties at the beginning?
Eduardo: Yes. In fact, we have an anecdote at Nuda Est—in the first shipments, once we had to send about 40 orders at once and we all had to pack, prepare, and review everything, because it's a time-consuming process, and we were racing against the clock with the courier and shipping company that was already on its way. Because of that rush, the process didn't go so well, and three customers received the wrong orders. That lesson led us to look for an ally who could professionally handle this operational part for us. And that's how we came to Cubbo.
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Smart partnerships
"As a start-up, you don't have all the technology to ensure a logistics process goes correctly. That's why it's important to find an ally who provides this, so you can focus on the things that will actually grow your business".
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Frank: That, besides being inefficient, caused you a human resources problem. Because you had to put trained people to work on tasks that weren't what they were hired for at the company. Right?
Eduardo: During peak seasons we had to go to the warehouse to help the team. And that takes you away from being able to do other things that are what actually grow the company.
Frank: And how did you get to Cubbo?
Eduardo: The first logistics partner we had in Mexico unfortunately couldn't deliver. The service wasn't the best. But then we came to Cubbo through a contact I'm very grateful to, Susana Arévalo. Through her we got to know Cubbo and saw the team they had—very professional, with a lot of technology, and that builds confidence.
Frank: Tell me a bit about that approach. What convinced you?
Eduardo: We went to Mexico to visit their warehouse, listened to their proposal, saw they were very capable and eager, and with Josu we also saw a hunger for growth—which for a start-up is also very important and desirable. Because that desire for growth from Cubbo also helps us grow. That's how we gave them our vote of confidence, and now we're very happy.
Frank: Has Cubbo worked out, have they delivered on their promise?
Eduardo: So far they've provided quality service, and Josu has given us a closeness and hospitality that's very pleasant—they've been very attentive and very open to collaborating and helping with everything. They also know we need to be very fast and very flexible, because both Cubbo and we understand that operations aren't perfect. And that's why the flexibility Cubbo has was very important to us.
Frank: Was there something you asked Cubbo for that would have been a deal-breaker—if they didn't do it, you wouldn't work with them?
Eduardo: Yes. There was something we were looking for with many providers and they wouldn't give us. They put up a lot of obstacles: we've always tried to have outstanding customer service. And that's a competitive advantage of Nuda Est. For us, that was vital. Our customer is number one, and comes above everything. This philosophy is part of the heart of Nuda Est: our success metric is how many people we make happy.
Also read: D&H Home, conquering Colombia with efficient logistics
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Creating experiences through unboxing
"We asked all providers that opening a Nuda Est box should be an emotion, a joy—and that unboxing should be an experience. And no provider gave us that. They put up so many obstacles. This is what we asked Cubbo for: keep our process. And Cubbo agreed. That's what finally convinced us to work with them".
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An honest present, for a successful future
The heart of Nuda Est is its honest proposition and its absolute dedication to providing real, effective solutions to its consumers. This dedication to the consumer fits perfectly with the way Cubbo operates—a customer-driven logistics provider that Nuda Est expects to be its ally for expanding throughout Latin America.
Frank: What would be Nuda Est's competitive advantage? What defines you as a brand?
Eduardo: We tell you everything: the exact ingredients, the exact amounts, how to use them, the real results. We want you to know the truth about the products we sell. There are countless products on the market, and we're not going to lie to you by saying we're the only good ones—we're among the best, but there are others and we respect that. What we do want is to be the most honest. With us you can talk, seek advice, truly know what might work for you, and what real compounds we use.
Frank: What plans do you have for the next five years?
Eduardo: In five years our plans are to keep growing, be one of Mexico's challenger companies, and conquer the industry. We want to be the alternative to traditional cosmetics brands—with a different, innovative culture.
Frank: And in Latin America—do you plan to expand?
Eduardo: We hope to expand to Latin America in these coming years with an ally like Cubbo. And so far Josu has given us excellent openness. It's also a market very similar to the Mexican one, and we believe it will work very well for us.
Frank: And in the United States and Canada?
Eduardo: In the United States we've had very good results with the Latino segment, the US-Hispanic market—especially near the border. But we've also reached Mexicans in Canada. In the United States, shipments are already more consistent. We're not handling logistics with Cubbo yet, but the idea is to centralize everything with them in the future.
Frank: Eduardo, would you give some advice to an entrepreneur who wants to launch into the online market in Mexico or the world?
Eduardo: Nuda Est means "to bare the being." Be honest—always be honest with your product, your brand, your customers, and your life. If you're honest and passionate about what you do, things will work out.
Looking for a partner to boost your delivery process, fulfillment, and customer satisfaction? Don't hesitate to contact us—we're the best fulfillment center for e-commerce in Mexico, Colombia, and Brazil. Just click here.
During 2021 at Cubbo:
* Our clients recorded 21% savings in operating costs
* 97.1% of products received were processed and ready to sell within 24 hours.
* We achieved a 99.7% shipping fulfillment rate
* We recorded order preparation accuracy of 99.9875%—that is, 1 error every 8,000 shipments.
* 60% of our deliveries in Mexico City were made the same day
* We made nationwide deliveries in an average of 1.3 days
Preguntas Frecuentes (FAQs)
Nuda Est is a Latin phrase meaning "to bare the being"—to be authentic, real, and honest. Founded in 2017 by América Fernández and Sergio Alanis, the Mexican skincare brand creates multi-ingredient treatments that comprehensively address complex skin problems through science, integrity, and transparency.
After early fulfillment mistakes—including three wrong orders from a rushed batch of 40 shipments—Nuda Est sought a professional logistics ally. Cubbo stood out for its technology, flexibility, and willingness to maintain Nuda Est's custom unboxing process, which other providers had refused to support.
Nuda Est asked every logistics provider that opening a Nuda Est box should be an emotion and a joy—a true unboxing experience. This requires personalized packaging for each customer. Cubbo was the only provider that agreed to maintain Nuda Est's custom packaging process.
Nuda Est distributes throughout Mexico, the United States, and Latin America—including Peru, Chile, Colombia, Argentina, and Central America. The brand has also seen organic e-commerce presence in Spain and is exploring expansion to Canada and broader US markets.
Nuda Est focuses on treatments for complex skin problems—not conventional cosmetics. Products use the right ingredients in effective amounts, are vegan and cruelty free, and go through scientific biotechnological processes rather than farm-to-face formulations. The brand is fully transparent about ingredients, quantities, and expected results.
In 2018, Nuda Est struggled with picking and packaging—once shipping 40 orders at once with the whole team, resulting in three wrong deliveries. Their first Mexican logistics partner also underperformed. Through Susana Arévalo, they connected with Cubbo, visited the warehouse, and were convinced by the team's professionalism, technology, and growth mindset.
Nuda Est plans to grow as a challenger brand in Mexico's cosmetics industry and expand across Latin America with Cubbo as its logistics ally. The brand also sees strong US-Hispanic market results and aims to centralize all logistics—including US and Canada shipments—with Cubbo in the future.
