E.l.f. Beauty acquired Naturium, a skincare brand, in October 2023 for $355 million
“We believe Naturium joining E.l.f. Beauty, and complementing E.l.f. Skin and our existing brand portfolio presents a unique opportunity to significantly accelerate the potential we see in skin care.
This is expected to double our skin care presence to approximately 18%. With this acquisition, we’re adding a distinct yet complementary brand that we expect to be accretive to both our growth profile and earnings.”
Tarang Amin, E.l.f. Beauty’s Chairman and Chief Executive Officer
Core Product Offerings
Serums
Cleansers & Moisturizers
Cleansers & Moisturizers
Known for its Vitamin C and Niacinamide serums, Naturium has built a reputation for effective treatments that target common skin concerns like redness, uneven texture, and dullness.
Cleansers & Moisturizers
Cleansers & Moisturizers
Cleansers & Moisturizers
Includes gentle cleansers for different skin types and moisturizers enriched with peptides, ceramides, and other beneficial ingredients.
Body Care
Cleansers & Moisturizers
Body Care
Expanding into body treatments, such as exfoliating body washes and moisturizers that extend the brand’s skincare ethos to body care.
Core Product Offerings
Makeup
Beauty Tools
Skincare
Skincare
Beauty Tools
Skincare
Beauty Tools
Beauty Tools
Beauty Tools
Brand Elements
e.l.f. - (Eyes, Lips, Face)
“Our mission is to make the best of beauty accessible to every eye, lip, and face.”
Logo and Design Aesthetic: Modern and minimalist, with clean lines and bold typography that appeals to younger, trend-focused consumers.
Packaging: e.l.f. uses simple, functional, and often eco-conscious packaging that mirrors high-end brands but maintains affordability. Their packaging is user-friendly and designed to create an enjoyable experience.
The Brand Architecture
House of Brands
A strategy is where a parent company owns multiple separate brands. Each brand serves a different type of customer and operates as a primary brand within its respective segment.
This structure allows Naturium to retain its unique identity while aligning with the overarching values of e.l.f. Beauty.
This partnership strengthens Naturium’s position as a trusted, clinical skincare leader