NATURIUM
Naturium is a direct-to-consumer skincare brand offering clinically-effective, vegan, cruelty-free formulations with science-backed active ingredients at drugstore prices. Founded in 2019 and acquired by e.l.f. Beauty for $355 million in August 2024, it serves value-conscious beauty consumers across North America and Australia.
- Company typePrivate
- Founded2019
- HeadquartersWest Hollywood, United States
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What NATURIUM does
Naturium is a direct-to-consumer skincare and body care brand that formulates clinically-effective products using science-backed active ingredients such as peptides, niacinamide, vitamin C, hyaluronic acid, glycolic acid, retinol, and tranexamic acid. Founded in 2019 by Susan Yara, the company targets value-conscious consumers seeking dermatologist-tested, vegan, and cruelty-free formulations at drugstore price points, addressing concerns including anti-aging, brightening, hydration, oil control, and barrier support. The brand is recognized by Circana as the fastest-growing brand within the U.S. top 50 skincare category and operates within the e.l.f. Beauty (NYSE: ELF) portfolio of brands following its August 2024 acquisition for $355 million.
The product portfolio centers on three flagship franchises — the Multi-Peptide collection (serum, moisturizer, body wash, eye cream), the Glow Getter body care line, and the Phyto-Glow lip care collection — supported by a broad catalog of cleansers, serums, acids, SPF moisturizers, and ceramide creams priced roughly $4–$50. Naturium's technology and product platform leans on Shopify for its owned storefront at naturium.com, an ingredient library and educational content engine ('The Lab Journal'), a personalization Skincare Quiz tool, and Consistency Club, a tiered loyalty program with Skintrigued/Skintellectual/Skinfluencer thresholds at free/$300/$500 annual spend levels. Distribution spans the U.S., Canada (via Amazon since November 2025), and Australia, with EEA and UK sales routed through third-party retailers.
Naturium generates revenue primarily through one-time DTC product sales on naturium.com, supplemented by marketplace transactions on Amazon Canada, and recurring-engagement mechanics through Consistency Club. The go-to-market motion is community-led, anchored by macro-influencer partnerships (notably Bretman Rock, 40M+ followers) and micro-influencer community activations, amplified by integrated paid campaigns across OOH, social, and CTV channels. Since the August 2024 acquisition by e.l.f. Beauty — the same acquirer that added Rhode for $1 billion in May 2025 — Naturium has materially accelerated product launches, geographic expansion, and marketing investment, operating as a wholly-owned subsidiary within a publicly traded multi-brand beauty company.
NATURIUM firmographics
Firmographics- Name
- NATURIUM
- Legal name
- Naturium LLC
- Website
- https://naturium.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Naturium is a direct-to-consumer skincare brand offering clinically-effective, vegan, cruelty-free formulations with science-backed active ingredients at drugstore prices. Founded in 2019 and acquired by e.l.f. Beauty for $355 million in August 2024, it serves value-conscious beauty consumers across North America and Australia.
- Ownership category
- akta.pro rank
NATURIUM industry classification
Industry- Product category
- Skincare & Body Care
- NAICS
- Health and Personal Care Retailers (4561)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844)
- akta.pro primary industry
- Treatment Skincare (Serums, Actives, Acne & Anti-aging) (CRABAAAB)
- akta.pro secondary industries
- Dermocosmetics & Medical-Grade Skincare (CRABAAAF), Facial Skincare (Cleansers, Toners, Moisturizers) (CRABAAAA), Natural/Organic & Clean Skincare (CRABAAAH)
Keywords
Where NATURIUM is headquartered
LocationHeadquarters
- HQ city
- West Hollywood
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
NATURIUM business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations, Technology or R&D
Revenue model
- Direct-to-Consumer Product Sales: Primary revenue stream through naturium.com e-commerce platform selling skincare and body care products directly to consumers
- Marketplace Sales: Sales through Amazon Canada marketplace expanding retail distribution to Canadian consumers
- Loyalty Program (Consistency Club): Subscription-style loyalty program offering points for purchases, tiered rewards, and exclusive perks to drive customer retention and lifetime value
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Tiered loyalty program with three membership levels |
| Unit Pricing | Pay-as-you-go | Individual product pricing across skincare categories |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
NATURIUM product offering
Product offeringCore offering
Naturium is a direct-to-consumer skincare and body care brand that develops, manufactures, and sells clinically-effective, biocompatible skincare products formulated with proven active ingredients including peptides, niacinamide, vitamin C, hyaluronic acid, glycolic acid, retinol, and other science-backed actives. The brand offers serums, moisturizers, cleansers, exfoliants, sunscreens, lip balms, and body care products positioned at accessible drugstore price points, with all products formulated as vegan, cruelty-free, and dermatologist-tested.
Product overview
Naturium is a direct-to-consumer skincare and body care brand offering clinically-effective, science-backed products formulated with proven active ingredients. The product portfolio spans multiple distinct collections: the core Multi-Peptide franchise (serum, moisturizer, body wash, eye cream, rich cream) featuring peptide complexes for anti-aging; the Glow Getter body care collection (body wash, body butter, body oil, body scrub, multi-oil serum) for hydration and radiance; Phyto-Glow lip care (13+ tinted balms with optional SPF); and broad skincare categories including vitamin C serums, niacinamide treatments, hyaluronic acid hydrators, exfoliating acids (AHA/BHA), retinaldehyde retinoids, and barrier-supporting ceramides. All products are paraben-free and positioned at accessible drugstore price points. The brand also operates Consistency Club, a tiered loyalty program, and offers a Skincare Quiz tool for personalized routine building. Naturium was acquired by e.l.f. Beauty for $355 million in August 2024.
Differentiator
Problem solved
Functional benefit
Brands
- The Glow Getter Collection: A bestselling skincare and body care collection featuring multi-oil body products including body wash, body butter, body oil, and body scrub. The collection emphasizes glow and radiance for skin from head to toe.
- Consistency Club
- Multi-Peptide Collection
Products and services
- Multi-Peptide Advanced Serum
Quantifiable outcome
- Products consistently receive 4+ star ratings on the website, with many best sellers exceeding 4.5 stars
- +1 more outcomes
Companies that use NATURIUM
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles2 records
NATURIUM technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
NATURIUM partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered flagship and core.
- Bretman RockflagshipInfluencer partnership with Bretman Rock (40M+ social followers) for 'Glow Better Together' campaign. Rock began organically promoting Naturium products in 2024 and became a brand advocate, now featuring as the campaign face alongside 11 selected 'Glow Getters' community members.
- Day One AgencycorePartnership with Day One Agency for 'Good Chemistry Starts in the Shower' campaign to introduce the Multi-Peptide Advanced Body Wash. The campaign ran across OOH, social, and CTV platforms with experiential activation in New York.
- Amazon CanadacoreDistribution partnership for Amazon Canada marketplace launch, expanding Naturium's availability to Canadian consumers with the 'Every One, Every Where, Every Day' campaign.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
NATURIUM competitors and assessment
Company assessmentDirect peers
- The Ordinary (DECIEM): The Ordinary is the prototypical direct-to-peer: single-ingredient, clinically-effective actives (peptides, niacinamide, retinoids, AHA/BHA) sold at transparent low prices. It is the closest 1:1 comparable in positioning and pricing to Naturium, both targeting ingredient-savvy consumers in the same drugstore-accessible tier.
- The Inkey List: The Inkey List markets science-backed, ingredient-led skincare at drugstore price points through DTC and major retailers. It directly competes with Naturium on the 'clinical efficacy without luxury markup' value proposition and shares a similar target consumer of skincare-educated Millennials and Gen Z.
- Good Molecules: Good Molecules is a DTC-first skincare brand offering affordable, ingredient-forward serums and treatments comparable to Naturium. Both brands sell single-actives and routines at sub-$20 price points via e-commerce and emphasize transparency about formulation.
- Versed Skincare: Versed is a science-meets-clean DTC skincare brand positioned at accessible prices with vegan, cruelty-free formulations. It overlaps with Naturium on value-conscious, ingredient-led positioning and a similar social-media-driven go-to-market motion.
- Paula's Choice: Paula's Choice is a clinical, research-led skincare brand with a similar active-ingredient portfolio (BHA, niacinamide, peptides, retinol). It competes with Naturium for ingredient-literate consumers seeking efficacy without luxury pricing, though it operates at a higher average price point.
- Drunk Elephant: Drunk Elephant is a biocompatible, clinically-formulated skincare brand emphasizing clean, effective actives. Its 'biocompatible skincare' positioning closely mirrors Naturium's core brand language and target consumer, though it sits at a premium price tier.
Broad incumbents
- CeraVe: CeraVe (L'Oréal) is a mass-market, dermatologist-developed skincare brand built around ceramides and barrier science that competes with Naturium in the affordable-clinical skincare tier. While broadly distributed and incumbent, it competes head-to-head for value-conscious clinical-skincare shoppers.
- La Roche-Posay: La Roche-Posay (L'Oréal) is a dermatological skincare brand with drugstore and pharmacy distribution. Its science-backed, dermatologist-recommended positioning competes with Naturium's biocompatible skincare narrative in the same consumer consideration set.
- Cetaphil: Cetaphil (Galderma) is a mass-market gentle/drugstore skincare brand whose sensitive-skin and barrier-support positioning overlaps with Naturium's 'all skin types' and barrier-support products like Barrier Bounce and Plant Ceramide Moisture Cream.
Others
- e.l.f. SKIN: e.l.f. SKIN is a sister brand under common parent e.l.f. Beauty, offering affordable skincare through similar retail and DTC channels. It is adjacent rather than directly competing due to shared ownership, but illustrates the within-portfolio overlap that frames Naturium's positioning.
Market position
Strengths4 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
NATURIUM social profiles
Digital presenceNATURIUM financial estimates
Financial estimateRevenue estimate
Valuation estimate
NATURIUM leadership team
Management profileNumber of profiles
Profiles2 records
NATURIUM funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
NATURIUM M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about NATURIUM
What does NATURIUM do?
Naturium is a direct-to-consumer skincare and body care brand that develops, manufactures, and sells clinically-effective, biocompatible skincare products formulated with proven active ingredients including peptides, niacinamide, vitamin C, hyaluronic acid, glycolic acid, retinol, and other science-backed actives. The brand offers serums, moisturizers, cleansers, exfoliants, sunscreens, lip balms, and body care products positioned at accessible drugstore price points, with all products formulated as vegan, cruelty-free, and dermatologist-tested.
Is NATURIUM a public or private company?
NATURIUM is a private company. It is classified as corporate owned and is currently operating.
When was NATURIUM founded?
NATURIUM was founded in 2019. It employs 11 to 50 people.
Where is NATURIUM based?
NATURIUM is headquartered in West Hollywood, United States, in the North America region.
How does NATURIUM make money?
Three revenue lines are on record. Direct-to-Consumer Product Sales are the primary driver. The others are marketplace Sales and loyalty Program (Consistency Club).
Who are NATURIUM's main competitors?
Direct peers on record are The Ordinary (DECIEM), The Inkey List, Good Molecules, Versed Skincare, Paula's Choice and Drunk Elephant. Broad incumbents are CeraVe, La Roche-Posay and Cetaphil. e.l.f. SKIN is listed as an others.
Does NATURIUM have an API?
No public API is recorded for NATURIUM.
What industry is NATURIUM in?
NATURIUM's product category is Skincare & Body Care. Its primary akta.pro industry code is CRABAAAB, Treatment Skincare (Serums, Actives, Acne & Anti-aging), with a secondary code of CRABAAAF, Dermocosmetics & Medical-Grade Skincare. Its NAICS code is 4561 and its SIC code is 2844.