E.l.f. Beauty Acquires Naturium in $355 Million Deal to Boost Skincare Portfolio
E.l.f. Beauty, parent company of brands like E.l.f. Cosmetics and W3ll People, has announced the acquisition of skincare brand Naturium for $355 million. The move is expected to expand E.l.f’s footprint in the skincare market, constituting 18% of its retail sales upon deal completion, anticipated around September 30.
Naturium, with products available on platforms like Target and Amazon, is predicted to generate $90 million in net sales this year. E.l.f. expects the acquisition to add an additional $48 million in net sales for fiscal year 2024. Tarang Amin, E.l.f. Beauty’s CEO, stated that the acquisition offers a unique opportunity to accelerate the brand’s potential in skincare. Naturium will continue to operate independently.
This strategic acquisition comes as E.l.f. continues to diversify its portfolio, and it was received positively by market analysts, leading to an 8% stock price jump for the company. The acquisition aligns with E.l.f.’s broader strategy of making high-quality skincare accessible, and further international expansion is also in the plans.
