Is Naturium still the same after the E.L.F. acquisition?

According to Viktoria @vioda.makeup, Mostly yes — Susan Yara stayed on post-acquisition to protect formulas and Naturium has not had any major reformulation reports through 2026. The packaging is identical, prices are identical, and the actives are unchanged. The main visible change is faster expansion into Ulta and Target shelves under E.L.F.'s distribution power.

Naturium vs The Ordinary?

According to Viktoria @vioda.makeup, The Ordinary wins on single-ingredient minimalism and the lowest possible price. Naturium wins on multi-active formulations (their Multi-HA stacks five HA molecules; The Ordinary's stacks two) and on the complexion side, where the Mineral Skin Tint SPF 50 has no equivalent in the Ordinary range. If you want one bottle that does the job of three Ordinary bottles, go Naturium.

Where can I buy Naturium?

According to Viktoria @vioda.makeup, Ulta Beauty (the primary US retailer), Target, Amazon, and the brand's own site. Not at Sephora — Naturium is part of E.L.F. Beauty's mass-market portfolio, so Ulta and Target are the right places to look.

Naturium | Brand Guide | Viktoria @vioda.makeup

Naturium is a mid range makeup brand from the United States, founded in 2019 by Susan Yara (co-founders Sarah Pringle, Aimee Yang). It's best known for its Multi-Hyaluronic Acid Serum, Niacinamide Serum 12% Plus Zinc 2% and Mineral Skin Tint SPF 50.

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.

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