E.l.f. Beauty announces Naturium Skincare will enter Ulta Beauty this summer

Nine months after being acquired by El.f. Beauty for $355 million in a money and inventory deal, Naturium Skincare has introduced it’s increasing into Ulta Beauty. 

“From a distribution standpoint within the U.S., Naturium is presently obtainable in Target, Amazon and on Naturium.com. We’re happy to announce that we’ll be launching Naturium in Ulta Beauty for the primary time in summer 2024,” E.l.f. Beauty CEO Tarang P. Amin stated throughout the model’s 2024 This autumn earnings name on Wednesday. 

Along with the announcement, Amin shared a brand new milestone for E.l.f Beauty: over $1B in web gross sales and 21 consecutive quarters of development. The conglomerate additionally owns Well People, e.l.f. Skin and Keys Soulcare. Naturium added 17 factors to the conglomerate’s web gross sales development throughout This autumn, Amin stated.

As beforehand reported by Glossy, Naturium was based in 2019 via incubator The Center, which additionally counts perfume model Phlur, physique care model Saltair and cosmetics model Make Beauty in its portfolio. 

Naturium Skincare’s prime sellers embody Barrier Bounce pores and skin hydrator for $24 and Body Butter for $20. A model rep informed Glossy that its greatest launch and franchise growth to this point occurred earlier this month with a brand new oil that joined its Glow Getter assortment. Its Glow Getter Body Wash has offered greater than 1 million items, the model informed Glossy. 

The Ulta Beauty announcement is a component of a bigger initiative to promote extra skincare. “We’re additionally innovating within the trade’s prime segments, the place we under-index on shares like skincare,” stated Amin throughout at present’s name. “While we’ve tripled our market share over the past 5 years, we stay considerably underpenetrated at present. For context, as in comparison with the ten.5% share we’ve in cosmetics, we’ve lower than 2% share in skincare.”

Amin additionally introduced that E.l.f. Skin grew 38% in This autumn 2024. 

No additional particulars have been launched on the product assortment for Naturium’s growth into Ulta Beauty.


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