The TikTok beauty community has garnered a reputation for authentically and organically promoting their preferred brands and products globally. Their influence extends across borders, contributing to the widespread recognition and adoption of these brands and products within the platform’s vibrant beauty ecosystem.
Naturium, a skincare brand renowned for its seamless blend of cutting-edge technology and natural elements, has garnered significant user attention. Nigerian beauty creators frequently feature Naturium products in their recent skincare hauls, highlighting the brand’s ability to deliver on its promises of affordable, cruelty-free formulations that consistently prove effective.
“It’s not just pretty packaging with them, but their products actually work, plus the price point is pretty decent. I have more Naturium products in my stash than any other brand.” Lolami tweets.
E.l.f. Beauty Expands Its Reach: Acquires Naturium in a $355 Million Deal
In a monumental move within the beauty industry, e.l.f. Beauty has recently announced its acquisition of Naturium. In a blend of cash and stock, the $355 million agreement signifies a substantial stride for both firms, ushering in a promising era of beauty innovation.
Founded in 2019 by the Center, Naturium swiftly rose to prominence in the beauty world, capturing the hearts of #BeautyTok and skincare enthusiasts globally. In 2020, the brand welcomed beauty influencer Susan Yara as its founder, a collaboration that set the stage for Naturium’s impressive growth.
The brand’s commitment to creating products suitable for diverse skin types and concerns struck a chord with Nigerian beauty enthusiasts.
Okikola, (skin priest), tweeted that her first recommended wash is the Naturium perfector salicylic acid body wash.
Other standout products like the Marine Hyaluronic Moisturizer, Dew-Glow moisturiser with SPF 50, and the Vitamin C Super Serum have become trusted favourites among Nigerians.
E.l.f. Beauty – home to e.l.f. Cosmetics, e.l.f. Skin, Well People, and Keys Soulcare – saw the potential of Naturium and the strategic value it brings to its portfolio. This acquisition reinforces Naturium as a highly coveted and revered brand in the market, with a projected 90 million dollars in revenue this year alone.
Thanks to e.l.f. Beauty’s extensive distribution network of Naturium products is expected to expand its reach well beyond its current status. “Naturium aligns with e.l.f. Beauty’s vision is to create a different kind of beauty company with brands built to disrupt norms, shape culture, and connect communities through positivity, inclusivity and accessibility,” E.l.f. CEO Tarang Amin said in a statement from Forbes. “Naturium joining e.l.f. Beauty presents a unique opportunity to significantly accelerate the potential we see in skincare.”
For Nigerian consumers, this acquisition ensures continued access to Naturium’s skincare solutions tailored to diverse needs through e.l.f. Beauty’s expanded retail network. It reinforces that the beauty world is increasingly recognising and prioritising the diverse landscape past the West.