Founder Susan Yara on ‘accelerating’ Naturium after selling to E.l.f. Beauty

This story was originally part of the 2023 Glossy 50 feature. Click here to see all of this year’s honorees.

In August, when Susan Yara sold Naturium to E.l.f. Beauty for a $355 million cash and stock deal, she became one of the first true content creators to sell a brand. That’s excluding expert-founded brands like Jen Atkin’s Ouai, which sold to Procter & Gamble in 2021.

“I’m very proud that we sold the brand; it was one of the goals from the get-go,” Yara said. “It can feel taboo for people to say they wanted to sell their brand.” But, because she built Naturium with The Center, which is “an incubator, but at the end of the day, an investment firm,” she said the intention to sell was always clear. “Investors always expect to have a return on their money. So I wasn’t going into it thinking, ‘I’m gonna be able to hold on to it, pass it down to my family and live off of it for the rest of my life.’”

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