07.10.24
Naturium skincare brand founded by industry powerhouse Susan Yara, has expanded into Ulta Beauty. The announcement comes nine months after Naturium was acquired by e.l.f. Beauty.
Yara commented,
“Our Naturium community was loud and clear about which retailer they wanted to see us in next, and we're happy to always give them what they ask. This partnership will give us the opportunity to offer a larger selection of products in-store, so they're even more accessible and easy to purchase."
Naturium's clinically effective yet accessible skincare and body care will be available in all 1,400 Ulta Beauty stores nationwide and will offer the largest assortment of skin, body, and lip care in retail for the brand, to date.
This partnership stems from the brand’s “Skincare for Everywhere” strategy, which aims to fill the whitespace by offering clinically effective skincare at masstige, accessible price points.
Over 45 of Naturium's ingredient-led, educationally-back, products including four fan favorites will be exclusively available at Ulta Beauty.
Penny Coy, Senior Vice President of Merchandising, Ulta Beauty, said,
"We look forward to introducing exclusive innovative launches, such as The Glow Getter Body Oil, an extension of one of the brand's best-selling body washes, and celebrating the like-minded mission of delivering high-performance and clinically-effective skincare for all, as the key partner in Naturium's next phase of growth."
Naturium and Ulta will work together to create social media content, events, and influencer campaigns, as well as e-commerce and in-store touch points, including displays and beauty advisor education.
To date, Naturium is available in five countries including the U.S., Canada, the U.K., Italy, and Australia.
Naturium will be available to shop in all 1,400 Ulta Beauty stores nationwide and online starting July 14.
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