In February 2011, LVMH purchased 70 percent of Nude skincare. The following year, Hewson said that being part of a much larger corporation gave them research and development resources that they previously lacked and a more focused approach to marketing. She added, "It took us much longer to get here than we anticipated. But we still have very big ambitions for the brand to go much farther." Hewson herself has pale skin and very dark hair, wears little jewellery, and has eschewed cosmetic surgery. The "Evening Standard" described Hewson's style as "the antithesis of bling" and columnist Amanda Brunker wrote that at age 50 her attractive appearance "seems to defy all the odds" given her hectic lifestyle.