Home In The News e.l.f. to Acquire Naturium, A Fan Fave Ingredient Led Skincare Brand

e.l.f. to Acquire Naturium, A Fan Fave Ingredient Led Skincare Brand


Exciting news for all beauty enthusiasts out there! e.l.f. Beauty has announced that they are acquiring Naturium, one of the fastest-growing skincare brands in the market today. The acquisition is valued at approximately $355 million, which only shows how confident e.l.f. Beauty is with Naturium’s future growth.

Naturium is a brand that has quickly gained a loyal following on TikTok and beyond, and it’s not difficult to see why. Their ingredient-led formulas are known for their effectiveness and affordability, which has made them a favorite among consumers. Their best-sellers include The Glow Getter Multi-Oil Hydrating Body Wash (my personal favorite), Vitamin C Complex Serum, and Dew-Glow Moisturizer SPF 50 —all of which have received rave reviews and constantly seen on our social feeds.

Now, with e.l.f. Beauty’s acquisition, Naturium’s reach will undoubtedly expand even further. Naturium is currently available at Target, Amazon, naturium.com, and select international retailers. However, with e.l.f. Beauty’s resources and expertise, we can expect to see Naturium in more stores and online platforms (hopefully, sooner than later).

This acquisition aligns with e.l.f. Beauty’s mission to make clean, cruelty-free beauty accessible to everyone. Naturium’s philosophy of providing high-quality head to toe skincare products that are affordable and effective is also in line with e.l.f. Beauty’s vision for inclusivity and accessibility. With Naturium joining the e.l.f. Beauty portfolio, fans can look forward to seeing more exciting products that cater to everyone’s skincare needs.

I can’t wait to see what this partnership will bring. What are some launches you’d love to see from Naturium?

Naturium Products to Try

Not familiar with the brand and want to know which of their products are worth adding to your cart? Keep reading below.

Glow Getter Multi-Oil Hydrating Body Wash

elf naturium glow getter body wash

If you’re looking for a body wash that thoroughly cleanses, nourishes skin, all while leaving your skin supple and smooth, look no more.

Salicylic Acid Body Wash

elf naturium salicylic acid body wash

If your skin could use a little bit more TLC, this gentle exfoliating body wash will transform your skin, leaving it smoother while unclogging pores in the process. Plus, it can be used from head to toe if you so choose.

Vitamin C Complex Serum

elf naturium dew glow moisturizer spf 50

Featuring skin-loving ingredient such as antioxidants, hyaluronic acid, vitamin e and vitamin c this serum is loved for its hydrating and anti-aging properties.

Dew-Glow Moisturizer SPF 50

elf naturium dew glow moisturizer spf 50

Wearing sunscreen daily (no matter the time of the year) is probably the best thing you can do for your skin. The second being adding this moisturizing SPF to your routine so you can glow while you protect your skin from harmful sun rays.

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