Why Naturium is leaning into jumbo-sized versions — not minis — of its bestselling products

As most of the beauty industry leans into mini beauty products — which offer affordability, as well as convenience for travel — Naturium is betting on jumbo-sized editions of its most-loved products.

“The consumer is savvy and they always want more value — a jumbo [product] is a great way to give them that,” said Susan Yara, founder of the affordably-priced skin-care brand, which was acquired by E.l.f. Beauty in August 2023 for $355 million.

“Any smart beauty brand is thinking about jumbo,” Yara said. Other brands offering jumbo sizes of hero products include Tatcha, for its Dewy Cream; Smashbox, for its Photo Finish Primer; and Benefit Cosmetics, for its Hoola Bronzer. The strategy is also abundant in hair care, among brands including Ouai, Briogeo, Verb and Virtue.

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