Naturium

Naturium  is an American drugstore skincare brand founded in 2019 by Los Angeles-based brand accelerator The Center and beauty influencer Susan Yara, the creator of the Mixed Makeup YouTube channel.

• Acquired by Oakland, California-based Elf  Beauty for $355 million (Aug 2023). The deal is expected to double  Elf’s share of retail sales in skincare to about 18%..
• Hero products include The Glow Getter Multi-Oil Hydrating Body Wash, Vitamin C Complex Serum and Dew-Glow Moisturizer SPF 50. 
• https://naturium.com/