1957, from no + frills. The expression no thrills meaning "without extra flourishes or ornamentation" is in use from 1870s; the original notion probably is of plain clothing.
Man with no frills (American) a plain person, a man without culture or refinement. An amiable term to express a vulgar fellow. [Albert Barrere and Charles G. Leland, "A Dictionary of Slang, Jargon & Cant," Ballantyne Press, 1890]