EXCLUSIVE: Naturium’s Susan Yara Talks New Glow Getter Body Oil, Life Under E.l.f. Beauty

With its third Glow Getter launch, the E.l.f. Beauty-owned brand is exalting the ingredient and fragrance hallmarks that have heretofore fueled the line’s success.

Naturium’s Glow Getter franchise has added a body oil, $24, joining its existing wash and body butter.

Naturium’s Glow Getter franchise has gained an addition.

Following the line’s induction of a moisturizing body balm last fall, Glow Getter has added a hydrating body oil, $24, to its fledgling regimen, which first kicked off with a skin care-infused body wash in 2021.

“When we launched the franchise, the feedback was that so many people loved the experience of how hydrating it was — they kept saying they wanted more to add on to their body,” said Naturium founder Susan Yara.

The other significant feedback was about the Glow Getter scent, a coconut-vanilla composition which has, to Yara’s surprise, evoked widely varying interpretations from consumers. “Everyone seems to have their own idea of what it smells like; vanilla-coconut, or fruity — I’ve even heard it has the scent of popcorn,” said the founder, who subsequently amped up the concentration of both the fragrance and the active ingredients for the oil launch.

Predicted by industry sources to reach between $5 million and $10 million in first-year sales, the offering is powered by a blend of linoleic acid-rich oils including squalane, rosehip and jojoba, as well as a dose of the vitamin C derivative tetrahexyldecyl ascorbate.

Naturium Glow Getter body oil.

Neither Yara nor E.l.f. Beauty — which acquired Naturium in August 2023 — commented on the sales estimate, though Yara said the launch comes in tandem with the body wash crossing the 1-million-bottle sales threshold.

“It’s a huge accomplishment for us because it’s our first body product to reach that milestone, and in less than three years,” said Yara, adding that the brand’s niacinamide and vitamin C serums are its other stock keeping units that have hit that sales mark.

The body wash has seen 86 percent year-over-year sales growth at Target, where it reigns as Naturium’s top-selling sku. With the brand zeroing in on retail expansion under E.l.f., the franchise is poised for even further growth.

“Under E.l.f., we’ve had the benefit of scaling — especially globally — which has been one of the biggest questions we’ve gotten from consumers is ‘when are you coming to my country?’,” said Yara, who recently launched Naturium in Italy; in the U.K. with Space NK, and at Shoppers Drug Mart in Canada. The brand has also been available in Australia since 2020.

A 2023 study by the brand found that 39 percent of its consumers identify as male, with many within that group entering the brand through its body care assortment. “We have mostly female consumers, but that is changing; we’re seeing a lot of men who were attracted to our body washes and that has led to them thinking about taking care of their faces.”

This year will be a key expansion one for Naturium, said Yara, both in terms of its retail presence and its core product franchises.

“What E.l.f. has offered is a lot of operational abilities — they’ve really been able to help us integrate into the E.l.f. systems, where they just have it down,” said the founder. “The biggest thing, I would say, is pay attention to where we’re going to be sold next.”

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Российская Федерация, Донецкая Народная Республика