e.l.f. Beauty has agreed to acquire skincare brand Naturium for USD 355 million in a combination of cash and stock.
Naturium first came onto the scene in 2019 thanks to brand accelerator, The Center. In 2020, beauty and lifestyle YouTuber Susan Yara signed on as founder, and in 2021, equity firm Prelude Growth Partners helped to fund its growth.
The skincare brand has gone from strength to strength, with the business expected to generate approximately USD 90 million of net sales this year.
“Naturium aligns with e.l.f. Beauty’s vision to create a different kind of beauty company with brands built to disrupt norms, shape culture and connect communities through positivity, inclusivity and accessibility. Nearing two decades in business, we continue to deliver exceptional results. In August, we raised our Fiscal 2024 outlook after posting quarterly net sales growth of 76%, marking 18 consecutive quarters of more than 20% sales growth on average. e.l.f. SKIN is one of the fastest growing skin care brands, and Naturium joining e.l.f. Beauty presents a unique opportunity to significantly accelerate the potential we see in skin care,” said Tarang Amin, e.l.f. Beauty’s Chairman and Chief Executive Officer.
The deal will help e.l.f. Beauty build authority in the skincare space.
e.l.f. Beauty’s portfolio currently includes e.l.f. Cosmetics, e.l.f. SKIN, Well People and Keys Soulcare.
