Skin Care Brand Naturium Finds a New Home at Ulta Beauty

By Alice Ruby On May 24, 2024

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The TikTok-loved skin care brand Naturium has swiftly gained popularity among beauty enthusiasts since its launch in 2019. Now, the brand is set to reach even more customers with its upcoming expansion into Ulta Beauty stores this summer.

This development was announced during e.l.f. Beauty’s 2024 Q4 earnings call on May 22, as reported by Glossy. Its expansion marks yet another significant milestone for the brand, which was acquired by e.l.f. Beauty for a whopping $355 million in August last year.

Under the ownership of e.l.f. Beauty, which also manages brands like e.l.f. Cosmetics, e.l.f. Skin, Keys Soulcare, and Well People, Naturium has seen considerable growth. Tarang P. Amin, CEO of e.l.f. Beauty, highlighted the brand’s broad distribution and success during its call: “From a distribution standpoint in the U.S., Naturium is currently available in Target, Amazon, and on Naturium.com. We’re pleased to announce that we’ll be launching Naturium in Ulta Beauty for the first time in summer 2024.” He also noted that e.l.f. Beauty has brought in over one billion dollars in net sales and experienced “21 consecutive quarters of growth.”

Founded by Susan Yara, a NewBeauty alumna and a well-recognized figure in the beauty industry, Naturium is known for its commitment to affordability, ingredient transparency, and biocompatible formulations that focus on active ingredients and botanicals. However, the brand initially encountered controversy when Yara did not initially reveal her co-ownership, despite promoting Naturium’s products to her followers, which led them to believe they were receiving unbiased recommendations.

But now, the brand’s turned a new chapter. One of many things Naturium is doing differently than most is offering jumbo-size versions of its best-selling products. “The consumer is savvy and they always want more value—a jumbo [product] is a great way to give them that,” Yara told Glossy last month.

“We can see when a product is becoming really popular,” she continued. “We get feedback from our customers that they want more or they hate when it’s out of stock, or we can see that they’re purchasing bundles constantly. [At that point] it makes sense to create a jumbo version for them.”

While we eagerly await Naturium’s arrival in the Ulta Beauty skin-care aisle, you can currently scoop up the brand at Target and Amazon. Below, we’ve spotlighted some of the brand’s best-sellers that are worth adding to your shopping cart.