In a expand its skincare portfolio, a definitive agreement to acquire Naturium, valued at approximately $355 million, combines cash and stock and is expected to close around September 30, 2023.
Tarang Amin, Chairman and CEO of e.l.f. Beauty, expressed his excitement about the acquisition, stating, “We are thrilled to welcome Naturium to the e.l.f. Beauty family.” He further added that Naturium aligns with e.l.f. Beauty’s vision of creating a different kind of beauty company that disrupts norms, shapes culture, and connects communities through positivity, inclusivity, and accessibility.
Naturium was launched in 2019 by Los Angeles-based brand accelerator, The Center, and gained momentum in 2020 when skincare authority Susan Yara joined as a founder. The brand, which believes in providing clinically effective, skin-compatible, and affordable high-performance skincare, has seen exceptional growth over the last two years, with net sales growing…
at approximately +80% CAGR. It is expected to generate approximately $90 million of net sales this year. Naturium’s product line, known for its powerful ingredient-led formulas, includes best-sellers like The Glow Getter Multi-Oil Hydrating Body Wash, Vitamin C Complex Serum, and Dew-Glow Moisturizer SPF 50.
Available at Target, Amazon, naturium.com, and select international retailers, Naturium has become one of Target’s fastest-growing skincare brands and was awarded Beauty Vendor of the Year in 2022. Amin further emphasized e.l.f.
Beauty’s disciplined approach in pursuing strategic extensions that leverage their strengths and bring complementary capabilities to the company. He compared Naturium’s spirit, values, and growth characteristics to those of e.l.f. when he became CEO over nine years ago. Susan Yara, Naturium’s Founder, admired e.l.f.
and their commitment to being a different kind of beauty company. She stated, “With our complementary missions and cultures, I know e.l.f…
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