355 million dollars has been the figure for which e.l.f Beauty has finally acquired Naturium. e.l.f Beauty made the news official in the last days of August by issuing a press release. The American cosmetics brand founded in 2004 wants to increase its visibility in the skin care market through this operation that will be closed at the end of September.
e.l.f Beauty has taken control of Naturium, which is a premium skin care brand and, as explained by sources within the company itself, it is a move that will allow the American brand to leverage its strengths and bring complementary capabilities to e.l.f. Beauty. "Naturium aligns with e.l.f. Beauty's vision of creating a different kind of company. Beauty to create a different kind of beauty company," said Tarang Amin, president and CEO of e.l.f. Beauty. Amin added that Naturium's principles are perfectly aligned with those of the US company, which is raising its guidance for the 2024 fiscal year.
Naturium is a brand that was born in 2019 by a Los Angeles-based brand accelerator programme that combines highly effective skincare formulas at affordable prices. The brand has experienced exceptional growth in its short history and expects to reach $90 million in sales this year. Naturium founder Susan Yara explained that they have been able to build a great brand that has succeeded because of its excellent formulas and added that e.l.f Beauty is an ideal partner to consolidate and expand into other markets.
e.l.f Beauty plans to continue to distribute Naturium's products through Amazon's marketplaces, its outlets and major retailers but will continue to control all operations from its headquarters in Los Angeles.