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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.

Shop some of our favorite Naturium products here:

Naturium Vitamin Bright Illuminating Eye Cream

Naturium Azelaic Topical Acid 10%

Naturium Dew-Glow Moisturizer SPF 50 PA++++

Naturium Skin-Renewing Retinol Body Lotion

Naturium The Purifier Niacinamide Body Wash

Naturium KP Body Scrub & Mask

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