Inside Naturium’s Organic Global Growth

The brainchild of content creator Susan Yara with Hollywood-based brand incubator The Center, Naturium is best known for its wide portfolio of mineral SPFs, body washes and scrubs and overnight creams.

In the last seven years, Naturium has burgeoned from a budding skincare brand to a fast-growing personal care powerhouse. Its “skincare-first” approach has continued to be a guiding force in how the brand grows. Officials cite its embracement of the skinifcation of body care as a major growth driver, according to brand president Suzanna Pengelly.

That strategy caught the eye of ELF Beauty. The multi-billion-dollar company acquired Naturium in 2023 in a $355 million deal, which officials said was expected to double ELF Beauty’s presence in skin care to roughly 18% of retail sales. At the time, ELF Beauty CEO Tarang Amin said he appreciated Naturium’s ability to link communities via positivity, inclusivity and accessibility. Much like its name—which means uniting nature and science in a way that feels “modern and intuitive”— Naturium has rallied a loyal following driving its growth.

“Community has been integral to Naturium from the beginning,” said Pengelly. “When the brand launched in 2019, consumers were becoming increasingly knowledgeable about ingredients and looking for effective, approachable skincare and Naturium established itself with a clear point of view rooted in thoughtful formulas, ingredient education and results.”

Retail Expansion

Naturium’s focus on body care has put it in a prime position in the skincare market. Per a recent report by ResearchAndMarkets called, “US Body Care Market Insights Report 2025-2030,” the US body care market is projected to reach $20.11 billion by 2030 at a CAGR of 3.69%. The growth is driven by consumer demand for products that treat the body with the same active ingredients and sophistication as facial skincare, analysts say. Naturium’s best-selling products like Glow Getter Multi-Oil Hydrating Body Wash, Glow Getter Multi-Oil Body Butter, Multi-Peptide Moisturizer and Vitamin C Complex Serum can be found at Ulta Beauty and Target. The SKUs, which are biocompatible to skin’s biology, are housed in sustainable packaging that’s made from materials like recyclable glass or post-consumer recycled plastics.

“Naturium has experienced significant growth since its founding, driven by strong consumer loyalty, expansion across face and body care and increased access to the brand,” said Pengelly. “Since the acquisition, the brand has more than doubled in size, reflecting the continued momentum and demand for Naturium. And we feel like we’re just getting started. As we continue to grow, we’re excited to build on that momentum through thoughtful innovation, international expansion and new ways to bring Naturium to more consumers.”

The brand recently expanded into Sephora Mexico, where it will be sold both in stores and online. It has also expanded its footprint across Sephora Canada locations nationwide.

Pengelly called the brand North American expansion “meaningful.”

“We’ve built such a strong community around the brand, and expanding our retail presence with Sephora gives us the opportunity to introduce Naturium to even more consumers across North America,” she said. “As we look to grow globally, it’s important that we do it intentionally. It’s not simply about being in more markets. It’s about finding the right partners, understanding what local consumers are looking for, and delivering the same combination of high-performing formulas, elevated experiences, and approachable price points that people have come to expect from Naturium.”

To celebrate the Canadian launch, Naturium partnered with creators in a campaign called “If You Have Skin, You’re In.” The pop-up was held at Toronto’s The Wall on Sept. 12 and afforded consumers an opportunity to interact with the brand firsthand through product education, customized skincare routines, product sampling and giveaways.
Apart from the brand’s bestselling body care products, consumers are said to be embracing newer facial care products like its Multi-Active Exosome Serum.

Naturium showcased the launch in New York City through its SkinOS pop-up—and interactive experience that officials said was designed to make next-generation skincare innovation feel approachable. Consumers had the opportunity to discover the technology behind the formula in a way that felt educational but was also engaging and easy to understand.

“There’s something very recognizable about the brand experience itself,” said Pengelly. “From the formulas to the packaging and the way we talk about skincare, there’s a clear point of view. We want the products to feel sophisticated and high-performing, but never overly complicated.”

The brand’s recent retail expansion into Mexico and Canada expands its availability to six regions after the US, UK, Australia and Italy.

“What stands out to me most is the breadth of that growth,” said Pengelly. “Consumers haven’t just connected with one hero product or one category. They’ve stayed with us as the brand has evolved, which has opened so much opportunity for where Naturium can go next.”