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Nature’s body washes flooded TikTok in late 2022 as folks rushed to their local Targets or computers to get their hands on its viral The Glow Getter Multi-Oil Hydrating Body Wash and The Smoother Glycolic Acid Exfoliating Body Wash. The skin- and body-care brand can be known for its other best-sellers, Vitamin C Complex Serum and Dew-Glow Moisturizer SPF 50. After making such big waves in such a brief period of time, the brand will likely be joining Well People and Keys Soulcare under the E.L.F. Beauty umbrella; the parent company announced on August 29 that it can be acquiring Naturium.
In accordance with a press release from E.L.F. Beautythe corporate signed an agreement to accumulate Naturium for $355 million. “Naturium has built something special,” Tarang Amin, E.L.F. Beauty’s chairman and chief executive officer said in an announcement. “With efficacious products at accessible price points and a community-first mindset, Naturium jogs my memory of where E.L.F. was after I became CEO over nine years ago. Naturium demonstrates the identical spirit, values, and growth characteristics we discover in E.L.F.”
Los Angeles-based business accelerator The Center launched Naturium in 2019 and brought on Susan Yara as a founder one yr later. “We’ve built an incredible brand, with quite a few superstar formulas, a dedicated community, and a world-class team in lower than 4 years,” Yara shared within the statement. “With our complementary missions and cultures, I do know E.L.F. Beauty will likely be the perfect partner as we expand our reach and proceed to make high-performance skincare accessible for all.”
Underneath E.L.F. Beauty, Naturium’s operations will likely be run out of the corporate’s Los Angeles headquarters. The deal officially closes around September 30, 2023.
Shop a few of our favourite Naturium products here:
Read more stories about body care:
- Yes, There Is a Correct Order for All the things You Do within the Shower
- 21 Best Body Lotions That Your Skin Will Love Just as Much as We Do
- 13 Best Bath Oils to Elevate Your At-Home Spa Regimen
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