• Home
  • Campaigns & Strategies
  • Licensed Artwork
  • Commissions
  • Graphic Design
  • Photography
  • Event Planning
  • Resume
  • Contact
  • More
    • Home
    • Campaigns & Strategies
    • Licensed Artwork
    • Commissions
    • Graphic Design
    • Photography
    • Event Planning
    • Resume
    • Contact
  • Home
  • Campaigns & Strategies
  • Licensed Artwork
  • Commissions
  • Graphic Design
  • Photography
  • Event Planning
  • Resume
  • Contact

Naturium’s Strategic Expansion & Impact

STRATEGIC EXPANSION & IMPACT

STRATEGIC EXPANSION & IMPACT

STRATEGIC EXPANSION & IMPACT

Naturium entered the Canadian market via an exclusive wholesale partnership with Shoppers Drug Mart, marking a significant milestone in its global growth.


E.l.f. Beauty’s success with wholesale partnerships drove fiscal 2024 net sales past $1 billion, a 77% increase.


Naturium played a pivotal role, contributing 17 points to E.l.f.’s Q4 net sales growth.

RAPID EMV GROWTH

STRATEGIC EXPANSION & IMPACT

STRATEGIC EXPANSION & IMPACT

Since its 2019 launch, Naturium climbed from 120th in the 2020 U.S. skincare brand EMV rankings to 25th by mid-2023. 


It achieved $23.5M EMV, reflecting 166% Year-over-Year growth, a growth rate more than 4 times faster than the industry average of 40%.


In summary, Naturium is rapidly becoming a major player in the skincare industry through effective marketing and engagement strategies.

Micro-Influencers Drive Naturium’s Community

69% of Naturium’s community consists of 

micro-influencers (fewer than 100,000 followers). 


These creators contributed 39% of the brand’s EMV (Earned Media Value) from August 2022 to July 2023.

Naturium vs. E.l.f.:

Influencer Community Comparison

E.l.f. Beauty’s influencer community is four times larger than Naturium’s, but the composition is nearly identical:


• Micro-influencers: E.l.f. 72% vs. Naturium 69%

• Mid-tier: E.l.f. 15% vs. Naturium 16%

• Established: E.l.f. 8% vs. Naturium 10%

• Powerhouse: Both at 5%

Naturium’s Skincare Surge

Naturium was projected to double E.l.f. Beauty’s skincare presence, reaching 18% of retail sales, compared to E.l.f.’s sales last fiscal year (~$116.66M of $648.1M).


Naturium added $48 million in net sales to e.l.f. Beauty’s revenue. 

Available at Naturium.com, Amazon Target, and now Ulta.

Strategic Recommendations

Addressing Gaps

Identity vs. Perception

Consumer Sentiment vs. Communication

Identity vs. Perception

Reinforce “nature meets science”; address mixed trust perceptions linked to E.l.f.

Brand Recognition

Consumer Sentiment vs. Communication

Identity vs. Perception

Compete with established brands by leveraging unique clean beauty narrative.

Consumer Sentiment vs. Communication

Consumer Sentiment vs. Communication

Consumer Sentiment vs. Communication

Naturium resonates with Millennials and Gen Z but lacks recognition compared to CeraVe and The Ordinary.

Key Recommendations

Enhance Brand Positioning

Enhance Brand Positioning

Enhance Brand Positioning

Continue emphasizing “nature meets science” and transparency.

Expand Product Offerings

Enhance Brand Positioning

Enhance Brand Positioning

Broaden skincare categories and explore new markets.

Boost Digital Engagement

Enhance Brand Positioning

Boost Digital Engagement

Invest in interactive experiences and educational content.

Focus on Sustainability

Collaborate with e.l.f. Beauty

Boost Digital Engagement

Strengthen eco-friendly initiatives to attract environmentally conscious consumers.

Collaborate with e.l.f. Beauty

Collaborate with e.l.f. Beauty

Collaborate with e.l.f. Beauty

Leverage partnerships and shared resources for growth and innovation.

Closing the Recognition Gap

Collaborate with e.l.f. Beauty

Collaborate with e.l.f. Beauty

Enhance branding in-store with mini consultations. Online consultations and personalized tools.

tactic examples

Enhance Brand Positioning: "Behind the Science"

Boost Digital Engagement: "Glow Your Way: Personalized Routines"

Boost Digital Engagement: "Glow Your Way: Personalized Routines"

Highlight "nature meets science" through lab videos and TikTok dermatologist collaborations.

Boost Digital Engagement: "Glow Your Way: Personalized Routines"

Boost Digital Engagement: "Glow Your Way: Personalized Routines"

Boost Digital Engagement: "Glow Your Way: Personalized Routines"

Offer virtual skincare consultations and influencer-led routines.

Expand Product Offerings: "Total Glow: Face + Body Experience"

Boost Digital Engagement: "Glow Your Way: Personalized Routines"

Expand Product Offerings: "Total Glow: Face + Body Experience"

Launch dual-purpose products for face and body.

Emphasize Sustainability:

e.l.f. Partnership: "e.l.f. x Naturium Glow Collection"

Expand Product Offerings: "Total Glow: Face + Body Experience"

Promote the Plastic Bank partnership with impact stories and customer engagement through recycling or purchases

Close the Recognition Gap: "Glow on the Go" Pop-ups

e.l.f. Partnership: "e.l.f. x Naturium Glow Collection"

e.l.f. Partnership: "e.l.f. x Naturium Glow Collection"

Host in-store pop-ups and use digital billboards featuring customer testimonials.

e.l.f. Partnership: "e.l.f. x Naturium Glow Collection"

e.l.f. Partnership: "e.l.f. x Naturium Glow Collection"

e.l.f. Partnership: "e.l.f. x Naturium Glow Collection"

Create a limited-edition makeup-skincare line with co-hosted masterclasses.

Outcomes

Strengthened brand trust, recognition, and market presence.

Broader appeal through targeted messaging and product innovation.

Sustainable growth leveraging e.l.f.'s resources and Naturium’s unique positioning.

Copyright © 2025 Anna Grace Hand - All Rights Reserved.

Powered by

This website uses cookies.

We use cookies to analyze website traffic and optimize your website experience. By accepting our use of cookies, your data will be aggregated with all other user data.

Accept