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Naturium’s body washes flooded TikTok in late 2022 as folks rushed to their local Targets or computers to get their hands on its viral The Glow Getter Multi-Oil Hydrating Body Wash and The Smoother Glycolic Acid Exfoliating Body Wash. The skin- and body-care brand is also known for its other best-sellers, Vitamin C Complex Serum and Dew-Glow Moisturizer SPF 50. After making such big waves in such a short amount of time, the brand will be joining Well People and Keys Soulcare under the E.L.F. Beauty umbrella; the parent company announced on August 29 that it will be acquiring Naturium.
According to a press release from E.L.F. Beauty, the company signed an agreement to acquire Naturium for $355 million. “Naturium has built something special,” Tarang Amin, E.L.F. Beauty’s chairman and chief executive officer said in a statement. “With efficacious products at accessible price points and a community-first mindset, Naturium reminds me of where E.L.F. was when I became CEO over nine years ago. Naturium demonstrates the same spirit, values, and growth characteristics we find in E.L.F.”
Los Angeles-based business accelerator The Center launched Naturium in 2019 and brought on Susan Yara as a founder one year later. “We’ve built an incredible brand, with numerous superstar formulas, a dedicated community, and a world-class team in less than four years,” Yara shared in the statement. “With our complementary missions and cultures, I know E.L.F. Beauty will be the ideal partner as we expand our reach and continue to make high-performance skin care accessible for all.”
Underneath E.L.F. Beauty, Naturium’s operations will be run out of the company’s Los Angeles headquarters. The deal officially closes around September 30, 2023.
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