Color Cosmetics Powerhouse E.l.f. Beauty Acquires Naturium, Broadening Reach Into Skincare

E.l.f. Beauty is set to acquire skincare brand Naturium for $355 million in a mix of cash and stock deal, expanding E.l.f.'s presence in the skincare market. Naturium, founded in 2019, is projected to generate $90 million in revenue this year and $17 million in adjusted EBITDA. The acquisition is expected to help E.l.f. increase its skincare revenues from 9% to 18% and enhance its position in the accessible beauty market with both companies' commitment to clean and cruelty-free skincare.