E.l.f. Beauty Acquires Rosenthal Client Naturium, Broadening Reach into Skincare

E.l.f. Beauty just announced a definitive agreement to acquire disruptor skincare brand Naturium for $355 million in a combination cash and stock deal. Founded in 2019 by beauty journalist turned YouTube beauty expert Susan Yara, Naturium is projected to generate $90 million this year and $17 milion in adjusted EBITDA.

The transaction is expected to close at the end of September, after which it is expected to contribute $48 million to E.l.f. sales in Fiscal 2024 and double its revenues in skincare from 9% currently to 18% combined.

Both E.l.f.’s skincare range and Naturium’s sit in the accessible, mass beauty market, but Naturium takes it up a notch with an average retail price of $18 versus E.l.f.’s at $9. But they share similar commitments to clean, cruelty-free, clinically-effective skincare.