Naturium
Mid-Range“Clinically-effective skincare from the YouTube generation.”
Naturium launched quietly on Amazon in 2019 and then formally re-debuted in early 2020 as the official skincare brand of beauty journalist Susan Yara — the Mixed Makeup founder who had spent six years building a YouTube audience that wanted exactly this: high-percentage actives, clean labels, biocompatible formulations, and Target-tier pricing. Yara built the brand with co-founders Sarah Pringle and Aimee Yang; in October 2023, E.L.F. Beauty acquired Naturium for $355 million in what became one of the most-cited modern beauty exits.
The range is anchored by the Multi-Hyaluronic Acid Serum (5 forms of HA), Niacinamide Serum 12%, BHA Liquid Exfoliant 2%, and the Mineral Skin Tint SPF 50 (the brand's bestselling complexion launch). People buy Naturium because the actives are well-formulated, the prices sit between The Ordinary and Drunk Elephant, and the brand survived its E.L.F. acquisition with formulas intact. It's the modern skincare brand most likely to live in the medicine cabinets of dermatologist-followers and Reddit SkincareAddiction veterans alike.
Known For
Flagship Products
- Multi-Hyaluronic Acid Serum
- Niacinamide Serum 12% Plus Zinc 2%
- Mineral Skin Tint SPF 50
- BHA Liquid Exfoliant 2%
- Plant Ceramide Rich Moisture Cream
Brand Philosophy
Biocompatible, clinically-effective skincare — high-percentage actives with clean labels at accessible prices, designed to actually work with your skin.
FAQ
For Brands & Creators
VerifiedPublic collaboration and press contact channels for Naturium. Researched from official brand sources — always confirm before sending.
- Website
- naturium.com
- General inquiries
- [email protected]
- Press & PR
- [email protected]
- Creator & UGC collabs
- [email protected]
- Contact form
- Open form
- HQ address
- Oakland, CA 94607 USA
- Sold at
- UltaTargetAmazon USBrand.com
Acquired by E.L.F. Beauty in October 2023 for $355M. All contact channels now route through E.L.F. Beauty corporate. General email [email protected] and influencer email [email protected] confirmed on official Naturium contact page. Press handled by LION VIP Relations (Juliana Pires Johnson, [email protected]) — external agency, confirmed on Naturium contact page. HQ is E.L.F. Beauty corporate HQ in Oakland, CA (601 12th Street). Susan Yara remains as Founder per LinkedIn and continues to lead brand voice in 2026.