A waitlist for a new and ever-popular La Mer skin-care serum wouldn’t faze me. But I did a double-take the other day in C.O. Bigelow when I saw a woman adding her name to the list for the launch of a totally natural beauty product. Viva la revolucion!

Natural beauty brands tend to play up their great ingredients (taking the moral high ground approach to marketing?). But the anticipation brewing around the new serum by Nude, a London-based line that touts the power of probiotics—yes, the live bacteria cultures found in yogurt—feels like the approach of a big-deal department store brand. It’s too soon to say if my press sample is pulling this off, but the ingredient list looks promising.

In fact, Nude’s new Nude Advanced Cellular Renewal Serum ($92) kind of reminds me of Estee Lauder’s Advanced Night Repair (only without the chemicals). Both are designed for use at night during the skin’s natural cycle of repair and renewal, and tout the presence of hyaluronic acid, a super-hydrating ingredient. And both put the price tag at upwards of $100.

The buzz-generating waitlist for Nude's new night-time serum, at C.O. Bigelow

I might be the only one who sees it this way, but I’m glad to see a beautifully packaged all-natural line take a department-store marketing tactic. When there are high-quality natural and organic substitutes for traditional beauty products getting the attention of a bigger audience, it’ll make the choice perfectly clear. Or in this case, naked.

Nude Advanced Cellular Renewal Serum, $92, launches on Sunday, September 12th, 1pm – 4 pm at Barney’s New York, Madison and 60th Street, Lower Level. Attendees can receive a mini Nude facial  and meet Nude’s co-founders (Ali Hewson, of the organic fashion label Edun, and Bryan Meehan, of the UK organic grocer Fresh & Wild).