Brand Profile: Naturium

You’ve seen it — sleek, neutral bottles lining the shelves at Target, promising results that sound more “derm office” than drugstore. Naturium is that brand that makes you do a double-take when you see the price tag — because how can something that good be that affordable? Let’s break down the brand that’s all about serious skincare without the serious markup.

Date Founded:

2020

Founded By:

Susan Yara — skincare expert, YouTuber, and founder of Mixed Makeup

How It Started:

Susan Yara wanted to create a brand that offered high-performance, science-backed skincare without the premium price. Naturium was built on the idea that good skincare should be accessible, effective, and based on real ingredients that deliver results. The brand launched with a focus on transparency and has quickly grown into a go-to for skincare lovers looking for actives that work.

Fun Fact:

In August 2023, Naturium was acquired by e.l.f. Beauty for $355 million. This strategic move doubled e.l.f.'s presence in the skincare market to approximately 18% of its retail sales. Despite the acquisition, Naturium continues to operate independently from its Los Angeles headquarters, maintaining its commitment to high-performance, affordable skincare .

Brand Positioning:

Naturium is ingredient-first skincare, designed for people who want formulas that deliver — but don’t want to break the bank. Think of it as the approachable cousin to luxury clinical brands. The line features high concentrations of proven actives like niacinamide, retinol, vitamin C, and azelaic acid, all designed to be layered and personalized to your skin’s needs.

Their audience? Skincare-savvy consumers who care about efficacy, simplicity, and value — with a love for clean aesthetics and real results.

Price Point: (💸 = Budget, 💸💸 = Mid, 💸💸💸 = Premium, 💸💸💸💸 = Luxury)

💸 Budget Friendly

Products generally range from $10 to $25 USD, available at mass retailers and online, making it a standout for accessible, ingredient-driven skincare.

Best-Selling Products:

• Glow Getter Multi-Oil Hydrating Body Wash

• Vitamin C Complex Serum

• Multi-Peptide Moisturizer (and serum!)

• Dew-Glow Moisturizer SPF 50

  
  

Where to Find Them:

Available at:

• Target

• Ulta

• Naturium.com

• Amazon

My Personal Take:

Naturium was one of the first to establish the trend that skincare doesn't have to break the bank. They emphasize ingredients over packaging and marketing, however gained a strong following through their influencer marketing. I love that their founder is still very involved in the brand and didn't clock out after the e.l.f. acquisition.

My Favorite Product(s):

Where do I begin!?! Naturium was one of the first brands I discovered when I started to take my skincare journey more seriously...so I have a lot of favorites!

I start every day with their Vitamin C Complex Serum. Its got a great consistency and none of that hot dog water smell that some have experienced with other brands. Also a BIG FAN of their Azelic 10% Topical Acid, it gives you the slight tingle you need to know its working. Their Multi Peptide Advanced Serum feels like pure luxury and makes your skin feel the same. And finally the Ninacinamide Cleasing Gelee will make your face feel like a clean slate but also glowy and moisturized.

And that's just their products for your face! I will have to do a part two of their body care products, as they deserve their own post!