e.l.f. Beauty to acquire Naturium skin care brand for $355M

e.l.f. Beauty has signed a definitive agreement to acquire Naturium, a skin care brand for $355M in a combination of cash and stock. The deal is expected to double e.l.f. Beauty’s presence in skin care to approximately 18% of retail sales. The transaction is expected to close around September 30. Naturium was launched in 2019 by Los Angeles based brand accelerator, The Center. The brand has seen net sales growing at an approximately +80% CAGR over the last two years, and approximately $90M of net sales expected this year. Naturium products are currently available at Target, Amazon, naturium.com and select international retailers. e.l.f. Beauty plans to continue to operate the Naturium business from its headquarters in Los Angeles, CA.