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29 Aug

E.L.F. Beauty Will Acquire TikTok-Viral Brand Naturium for $355

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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:

Naturium Vitamin Vibrant Illuminating Eye Cream

Naturium Azelaic Topical Acid 10%

Naturium Dew-Glow Moisturizer SPF 50 PA++++

Naturium Skin-Renewing Retinol Body Lotion

Naturium The Purifier Niacinamide Body Wash

Naturium KP Body Scrub & Mask

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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