E.l.f. Beauty has become one of the shooting stars of the beauty industry since its debut in 2004. The brand has carved out a major following in Australia and is available from leading stockists, including Adore Beauty, Kmart and Target and its own dedicated website. British beauty lovers are also big fans of the reasonably-priced drugstore brand and it is carried by Boots and Superdrug, two of the biggest beauty and health retailers in the UK.

On its home turf in the US, e.l.f. Beauty holds the number three ranking in the mass cosmetics market and posted full year sales of US$578.8 million for its FY 2023. With 18 consecutive quarters of growth under its belt, e.l.f. Beauty has acquired the US clean skincare brand Naturium in a deal worth US$355 million – its biggest buyout to date.

The company has been in major acquisition and expansion mode over the past three years. In 2020, e.l.f. Beauty snapped up W3ll People for US$27 million to gain a foothold in the clean makeup and skincare category. Later in the year, it entered a joint venture with Grammy award- winning singer/songwriter Alicia Keys to launch Keys Soulcare, the clean beauty and wellness brand.

Naturium is affordably priced for clinical-style skincare and became a TikTok favourite late last year with its signature body washes – The Glow Getter Multi-Oil Hydrating Body Wash and The Smoother Glycolic Acid Body Wash – going viral. Launched in 2019, Naturium was co-founded by The Center, an LA-based brand accelerator also involved with clean fragrance brand Phlur and Make Beauty, and beauty influencer Susan Yara, founder of the Mixed Makeup YouTube channel. The fast-growing brand is on track to achieve US$90 million in sales this year.

Last year, Naturium was tapped as the Beauty Vendor of the Year 2022 by Target in the US and is also available through its own dedicated websites in the US and Australia – www.naturium.com.au. The brand’s niacinamide, retinol and Vitamin C collections are bestsellers.

E.l.f Beauty’s skincare ambitions began with the launch of e.l.f. Skin last year, a fourth in-house brand offering a wide collection of products ranging in price from $10 to $32. Key concerns targeted include blemishes, hydration, balancing and soothing.

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, noted Tarang Amin, e.l.f. Beauty’s chairman and CEO. Naturium is expected to add US$48 million in net sales for fiscal 2024, doubling e.l.f. Beauty’s footprint in skincare.

Francois Bonin, a beauty industry veteran whose resume includes senior positions at LVMH-owned Fresh and Unilever’s Japanese-inspired skincare brand, Tatcha, was appointed as CEO of Naturium last year.

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