Sephora

veronika23 · ‎12-09-2020

~ Updated Dec 23rd 2020 ~

A place to talk about beauty news... anything that doesn't have a specific thread. For upcoming releases, product updates and brand threads see the links below.

Thanks to everyone who contributes to this thread!

UPCOMING RELEASES

2021 RELEASES THREAD

https://community.sephora.com/t5/Beauty-Confidential/2021-PRODUCT-RELEASES-THREAD/m-p/5692691

FALL-WINTER & HOLIDAY RELEASES

https://community.sephora.com/t5/Beauty-Confidential/FALL-WINTER-amp-HOLIDAY-2020-RELEASES/m-p/55432...

FOUND IN THE WILD THREAD

(links to new products for purchase at Sephora)

https://community.sephora.com/t5/Trending-Now/FOUND-IN-THE-WILD-THREAD/m-p/5157361

CANADIAN PRODUCT THREAD

(links to new products for purchase at Sephora)

https://community.sephora.com/t5/Oh-Canada/What-s-New-On-The-Site-Today-Canada/td-p/2164948

BRAND THREADS

Spoiler

ABHhttps://community.sephora.com/t5/Brand-Loyal/The-Anastasia-Beverly-Hills-Thread/td-p/2516061BECCAhttps://community.sephora.com/t5/Brand-Loyal/%EF%B8%8FBecca-thread/m-p/2431704BENEFIThttps://community.sephora.com/t5/Brand-Loyal/The-Benefit-thread/m-p/2933351BESAMEhttps://community.sephora.com/t5/Brand-Loyal/The-Besame-Cosmetics-Thread/m-p/3316483BIOTHERMhttps://community.sephora.com/t5/Brand-Loyal/The-Biotherm-Thread/m-p/2439346BITEhttps://community.sephora.com/t5/Brand-Loyal/Upcoming-BITE-Beauty-Releases/m-p/2025165BOBBI BROWNhttps://community.sephora.com/t5/Brand-Loyal/Bobbi-Brown-Thread/td-p/2562428BURBERRYhttps://community.sephora.com/t5/Brand-Loyal/Burberry-Beauty-Updates/td-p/1983178CHANELhttps://community.sephora.com/t5/Brand-Loyal/Chanel-Updates/m-p/1940873CHARLOTTE TILBURYhttps://community.sephora.com/t5/Brand-Loyal/Let-s-talk-about-Charlotte-Tilbury/td-p/2005225CIATE LONDONhttps://community.sephora.com/t5/Makeup-Is-Life/All-about-Ciate-London/td-p/2464559COLOURPOPhttps://community.sephora.com/t5/Brand-Loyal/Any-ColourPop-Fans-Here/td-p/2156337COVER FXhttps://community.sephora.com/t5/Brand-Loyal/Cover-Fx-Love/m-p/2675382DECIEMhttps://community.sephora.com/t5/Brand-Loyal/THE-DECIEM-THREAD/m-p/2729996DIORhttps://community.sephora.com/t5/Brand-Loyal/All-Things-Dior/m-p/2545923DIPTYQUEhttps://community.sephora.com/t5/Brand-Loyal/Discussion-for-the-Diptyque-Crowd-please-join/td-p/2341...ESTEE LAUDERhttps://community.sephora.com/t5/Brand-Loyal/Estee-Lauder-Thread-New-Releases/td-p/2552834FARMACYhttps://community.sephora.com/t5/Brand-Loyal/New-brand-Farmacy-feedback-and-discussion/td-p/2153377FENTY BEAUTYhttps://community.sephora.com/t5/Brand-Loyal/THE-FENTY-BEAUTY-THREAD/m-p/2877198GIORGIO ARMANIhttp://community.sephora.com/t5/Makeup/Do-we-seriously-not-have-a-thread-dedicated-to-all-things/m-p...GIVENCHYhttp://community.sephora.com/t5/Beauty-Confessions/The-GIVENCHY-Thread/td-p/2565876GUERLAINhttp://community.sephora.com/t5/Beauty-Insider/For-the-love-of-all-things-Guerlain/td-p/2180749HOURGLASShttp://community.sephora.com/t5/Products/HOURGLASS-THREAD/m-p/2419091HUDA BEAUTYhttp://community.sephora.com/t5/Makeup/The-HUDA-BEAUTY-Thread/td-p/2729529INDIE BRANDShttp://community.sephora.com/t5/Makeup/Indie-brands-and-other-not-so-talked-about-makeup-brands/td-p...IT COSMETICShttp://community.sephora.com/t5/Makeup/IT-Cosmetics-Thread/td-p/2468298JO MALONEhttps://community.sephora.com/t5/Brand-Loyal/Jo-Malone-Thread-Share-the-News-and-Love/m-p/2609140KAT VON Dhttp://community.sephora.com/t5/Makeup/THE-KVD-THREAD/m-p/2544212KEVYN AUCOINhttp://community.sephora.com/t5/Makeup/Kevyn-Aucoin-Thread/td-p/2437161KIKOhttp://community.sephora.com/t5/Makeup/Let-s-Talk-About-Kiko/td-p/2341265LANCOMEhttps://community.sephora.com/t5/Brand-Loyal/The-Lancome-Thread/m-p/2861748LAURA MERCIERhttp://community.sephora.com/t5/Makeup/Laura-Mercier-Thread/td-p/2562421LIPSTICK QUEENhttps://community.sephora.com/t5/Brand-Loyal/Lipstick-Queen-Thread/m-p/2737940LUSHhttps://community.sephora.com/t5/Brand-Loyal/THE-LUSH-THREAD/m-p/3131963MAChttp://community.sephora.com/t5/Makeup/MAC-Love-and-Releases-Thread/td-p/2109065MAKE UP FOR EVERhttp://community.sephora.com/t5/Makeup/The-MUFE-Make-Up-For-Ever-Thread/td-p/2406781MARC JACOBShttp://community.sephora.com/t5/Makeup/Marc-Jacobs-Beauty-News-amp-Discussion/m-p/2301944MILK MAKEUPhttps://community.sephora.com/t5/Brand-Loyal/Milk-Makeup-Thread/m-p/2848850MISCELLANEOUS JAPANESE BEAUTY BRANDShttps://community.sephora.com/t5/Makeup-Is-Life/MISCELLANEOUS-JAPANESE-BEAUTY-BRANDS-THREAD-NEWS-amp...#M35047NARShttp://community.sephora.com/t5/Makeup/Let-s-Talk-About-NARS/td-p/2099708NATASHA DENONAhttp://community.sephora.com/t5/Makeup/Natasha-Denona/td-p/2090656NUDEhttp://community.sephora.com/t5/Skincare-Stories/NUDE-Skincare-Thread/td-p/2507094NUDESTIXhttps://community.sephora.com/t5/Brand-Loyal/Let-s-Get-Nudestix/m-p/3061231PAT McGRATHhttp://community.sephora.com/t5/Makeup/PAT-McGRATH-LABS/td-p/2418816RITUEL DE FILLEhttp://community.sephora.com/t5/Makeup/Does-anyone-have-experience-with-Rituel-de-Fille/td-p/2059082SEPHORA COLLECTIONhttp://community.sephora.com/t5/Makeup/Sephora-collection-New-Releases-and-Discussion-thread/td-p/27...SHISEIDOhttps://community.sephora.com/t5/Makeup-Is-Life/THE-SHISEIDO-THREAD-NEWS-amp-DISCUSSION/m-p/4105635#...SMASHBOXhttps://community.sephora.com/t5/Brand-Loyal/Smashbox-Discussion-Thread/m-p/2913519#M52686STILAhttps://community.sephora.com/t5/Brand-Loyal/Stila-Cosmetics-New-Releases-2017/m-p/2709226STORYBOOK COSMETICShttp://community.sephora.com/t5/Makeup/Storybook-Cosmetics-Thread/td-p/2717768SUQQUhttps://community.sephora.com/t5/Makeup-Is-Life/THE-SUQQU-THREAD-NEWS-amp-DISCUSSION/m-p/4105770SURRATThttp://community.sephora.com/t5/Makeup/Let-s-talk-about-Surratt/td-p/2455924TARTEhttp://community.sephora.com/t5/Makeup/THE-TARTE-THREAD/td-p/2419298TATCHAhttps://community.sephora.com/t5/Brand-Loyal/The-Tatcha-Beauty-Thread/m-p/3388968TOM FORDhttp://community.sephora.com/t5/Makeup/Tom-Ford-Updates/td-p/1903440TOO FACEDhttp://community.sephora.com/t5/Makeup/Too-Faced-New-Releases-2016/td-p/2500873URBAN DECAYhttp://community.sephora.com/t5/Makeup/Urban-Decay-Thread/td-p/2147187VISEARThttp://community.sephora.com/t5/Makeup/THE-VISEART-THREAD/m-p/2396215YSLhttp://community.sephora.com/t5/Makeup/YSL-Love-Updates/td-p/2430645

Old Beauty News Thread

Spoiler

https://community.sephora.com/t5/Trending-Now/BEAUTY-NEWS/m-p/2471889

danielledanielle · ‎12-27-2023

No, @itsfi . I haven't tried it yet. I think I recommended it to hubbs, because he's having hair issues, but since we've been away from home, we haven't tried. I've been meaning to work in the hair oil first.

pocketvenus · ‎12-19-2023

From The Guardian earlier today:

Hermès billionaire plans to leave half of fortune to ex-gardener and cut ties with charity

A descendant of the Hermès luxury handbag empire is engulfed in a public battle with the charitable foundation he founded after reports that he planned to cut its funding and instead adopt his 51-year-old former gardener and bequeath him billions.

Nicolas Puech, 80, a secretive fifth-generation descendant of Thierry Hermès, who founded Hermès in 1837, has begun the legal process of formally adopting the unnamed former gardener and plans to leave him half of his €12bn (£10.3bn) fortune, according to Swiss media reports.

Puech, who has no children, is attempting to cancel a “succession agreement” he agreed with a charity he established in 2011 to fund “the protection and promotion of public debate”.

😲

Sunnysmom · ‎12-25-2023

Wild news @pocketvenus .

danielledanielle · ‎12-19-2023

Dang, that is certainly some ☕ @pocketvenus

CookieGirl1 · ‎12-13-2023

From Businesswire:

Sephora Announces New Class of Brand Founders for 2024 Accelerate Incubator Program

December 12, 2023 10:29 AM Eastern Standard Time

SAN FRANCISCO--(BUSINESS WIRE)--Today, Sephora North America announced the names of eight BIPOC brand founders who will join its 2024 Accelerate program, a longstanding brand incubator that supports emerging beauty businesses. Sephora's Accelerate program continues to serve as a pathway to success for many BIPOC-founded and -owned brands, with this year’s cohort spanning the haircare, makeup, skincare, and fragrance categories.

“We are thrilled to reveal the 2024 finalists of the Accelerate program and officially welcome them to the Sephora family”
Post this

Now in its ninth year, the Sephora Accelerate program continues to focus on building a community of innovative, inspirational brand founders in the beauty space; it creates a foundation, network, and ecosystem for brands to launch and thrive. The program features a 360-degree, six-month curriculum with mentorship, merchandising support, grants, and investor connections for all participants, with the opportunity to launch at Sephora North America upon completion.

“We are thrilled to reveal the 2024 finalists of the Accelerate program and officially welcome them to the Sephora family,” shared Kristin Odegaard, Sr. Director, Merchandising Strategy and Business Development at Sephora. “This year, we received more than 800 applications – a record-setting number of applications in Accelerate program history – which we believe is a testament to the unique and differentiated curriculum we’re able to offer, plus the strength of our community. Accelerate continues to serve as a vehicle for discovering, cultivating, and even launching these amazing brands that represent so many of our clients and the world today, while providing meaningful support for growing brands to continue to succeed well beyond the program’s completion.”

Meet the 2024 Sephora Accelerate Cohort, demonstrating leadership in beauty:

Roz Samimi, banuskin – Founded on the belief that acne should never hold you back from safely achieving all your skin care goals, banuskin offers a full range of products formulated for the unique needs of acne-prone skin.
Hannah Diop, Sienna Naturals – Sienna Naturals was created by Issa Rae and Hannah Diop to elevate the wash day experience for textured hair consumers with clinically-proven, clean products that cleanse, treat, condition and style.
Yasmin Zeinab, ABI AMÉ – ABI AMÉ creates problem-solving skincare for the body, powered by active ingredients and made in France.
Diipa Buller-Khosla, indē wild – indē wild is a holistic beauty ecosystem rooted in tradition with revolutionary products that marry 5000+-year-old Ayurvedic superfood ingredients with modern chemistry, creating the world's first global Ayurvedistry™ brand.
Katini Yamaoka, Katini Skin – Katini Skin is home to powerful and high-quality facial oils that use wild harvested, natural, and organic flora from around the globe, with a unique focus on hero ingredients that pay tribute to Katini’s cultural heritage across Africa, Japan, and Australia.
Teri Johnson, Harlem Perfume Co. – The Harlem Perfume Co. is a luxurious, fine fragrance brand inspired by the heart of Harlem and the soul of jazz.
Denise Vasi, MAED Beauty – MAED Beauty offers decadent lipcare for daily wear.
Quani Burnett, Soft Rows – Soft Rows is a culturally-inclusive beauty brand, deeply rooted in high-performing, clean solutions that celebrate texture-rich hair.

This year’s program provides participating brands with comprehensive support and tailored guidance from the retailer’s ecosystem of beauty entrepreneurs and experts, as well access to an expanded network of top-notch operational experts and advisors. With a continued focus on building community and collaboration across the beauty industry, the program features weekly content and curriculum that aims to prepare brands for long-term success, with sessions such as Nancy Twine’s (Briogeo) Financial Readiness; Vicky Tsai’s (Tatcha) Brand + Assortment Strategy; Christine Chang + Sarah Lee’s (Glow Recipe) Social Media + Community; and Marketing Sessions with Amy Liu (Tower 28).

The 2024 Accelerate class will also receive access to 1:1 personalized consulting with Front Row and Clarity Media, plus a dedicated advisory team comprised of beauty industry partners, founders from within the Sephora portfolio and financial professionals.

Investment experts include Alicia Sontag, Co-Founder and Managing Partner at Prelude Growth Partners; Alisa Carmichael, Partner at VMG Partners; Janet Gurwitch, Operating Partner at Advent International, and more.
Brand Founders + Legacy Partners include Danessa Myricks of Danessa Myricks Beauty, Greg Gonzalez and Joe Cloyes of Youth to the People, Lilli Gordon of First Aid Beauty, Wende Zomnir of Urban Decay + Caliray, and more.

Through this journey, brands will gain the necessary skills and relationships to build and sustain a successful business through consistent, cohesive, and ongoing support backed by digital and in-person resources with content and curriculum directly correlated to helping founders succeed at Sephora.

All 2024 participants applied to the program in Fall 2023. Eligible applicants were required to be at least 18 years old, have a North American-incorporated company, and be in the early stages of development (i.e., not yet widely distributed by others). In selecting finalists, Sephora also considered each brand’s vision, innovation, and current stage of product development.

To learn more, please visit sephoraaccelerate.com.

About Sephora Americas

Since its debut in North America 25 years ago, Sephora has been a leader in prestige omni-retail with the mission of creating an inviting beauty shopping experience and inspiring fearlessness in our community. With the goal of delivering unbiased shopping support and a personalized experience, Sephora invites clients to discover thousands of products from more than 360 carefully curated brands, explore online and through our mobile app, enjoy services at the Beauty Studio and engage with expertly trained Beauty Advisors in more than 600 stores across the Americas. And with its long-term strategic partnerships with Kohl’s, customers can now shop a fully immersive, premium beauty destination, with over 850 locations nationwide. Clients can access the free-to-join Beauty Insider program and digital community, which together enhance the experience of Sephora’s passionate clients.

Sephora has been an industry-leading champion of diversity, inclusivity, and empowerment, guided by our longstanding company values. In 2019, Sephora announced a new tagline and manifesto, “We Belong to Something Beautiful,” to reinforce its dedication to fostering belonging amongst all clients and employees and to publicly strive for a more inclusive vision for retail in the Americas. Sephora continues to give back to our communities and advance inclusion in our industry through its social impact and equity programming, called the Sephora D&I Heart Journey.

Samtian · ‎12-13-2023

@CookieGirl1 I am excited for all of those brands! Quite a few of them I can't wait to try!

itsfi · ‎11-23-2023

Leadership reorg at LVMH brings up speculations about succession plans

Article from observer on msn

sarahshter · ‎11-23-2023

Gotta love the nepotism here. I do think they could afford to bring some new ideas and fresh air into the organization but looks like that won't be happening any time soon.

pocketvenus · ‎11-12-2023

More bad news at Forma, parent company of Morphe

In addition to Forma Brands filing for Chapter 11 Bankruptcy at the top of 2023, the company behind Morphe has undergone a round of layoffs. In October of 2023, Forma Brands quietly let go of 23 employees, with the decision taking effect immediately. The layoffs spanned across several departments, including social media, creative, marketing, influencer relations, and communications. It’s unknown how many employees are still with the company, but Forma has since begun to outsource work to agencies to bolster its creative and marketing departments.

itsfi · ‎10-30-2023

From fashionnetwork(dot)com

pocketvenus · ‎10-07-2023

The Paris public prosecutor’s office is investigating financial transactions that "may characterize money laundering" allegedly involving the French billionaire Bernard Arnault, owner of LVMH. LVMH owns Fenty, MUFE, Benefit, Fresh, Guerlain, Parfums Christian Dior, Aqua di Parma and others. 👀

Margalee · ‎10-01-2023

Has anyone tried out the new Rabanne beauty line by Paco Rabanne?

itsfi · ‎10-04-2023

@Margalee, I have a lipstick and an eyeshadow duo from the brand but have not had a chance to try them yet. @Titian06

@sunnysmom

Titian06 · ‎10-02-2023

No, @Margalee , but I'm thinking about picking something up with my Ulta coupon. Are you looking at anything in particular?

Margalee · ‎10-04-2023

@Titian06 lipstick and those eyeshadows are looking awfully pretty.

Sunnysmom · ‎10-01-2023

I’m trying a lip @Margalee ! Have you?!

Margalee · ‎10-04-2023

@Sunnysmom not yet!

pocketvenus · ‎09-20-2023

There's a new book coming out on Glossier

Five things learned from the book from thekit.ca

What working at Glossier was like

In the vein of a Silicon Valley start-up, Weiss tried to create a work environment so enticing, employees would want to spend more time there. The bathrooms were fully stocked with Glossier products and Aesop Post-Poo Drops in each stall; departments had budgets for things like pasta dinners or tarot card readings. The company’s all-pink Soho office was stocked with fresh flowers and Byredo Burning Rose candles; fridges were filled with coconut water, yogurt and organic berries. “‘They were pretty and interesting but at the same time, it was like ‘why don’t you give me a raise?’” Meltzer quotes one employee as saying. Plus, staffers described a cliquishness that leaned more Conde Nast.

ITG/Glossier staffers went on to big things

Having worked for Emily Weiss offered resume cachet. Quite a few ex-staffers went on to create their own successful beauty brands: Into The Gloss editorial director Nick Axelrod-Welk launched the genderless skin and body-care brand Nécessaire; VP of brand development Annie Kreighbaum (she created Boy Brow) and head of digital product Annie Zhou created the solutions-oriented body care brand Soft Services; and Diarrha N’Diaye, who worked in product development and innovation, came out with Ami Colé, a line of makeup designed for dark skin.

The Top Shelf was even more influential than we knew

The ITG Top Shelf series, which featured cool women like Gucci Westman and Jenna Lyons and made heroes out of cult products like Biologique Recherche P50, Weleda Skin Food and Mason Pearson hairbrushes, hit because items like these signified what you wanted to say about yourself, said you were in the know. Beauty brands took notice too, and used it to do competitive research. “We’d go and research products that were mentioned and see if there was a way to commercialize it. No other place was opening the gates of what these people used,” said a veteran of a major beauty company. It also made brands hyper-aware of packaging; suddenly a moisturizer or hair oil had to look good on a shelf because we were now in the age of documenting and sharing our stash.

The failure of the Play makeup line

Glossier Play, launched in March 2019, was the company’s attempt to conquer makeup. The line included lipsticks, gel liners and face glitter but according to a high-level creative employee, “it went sideways.” To meet the launch deadline, staff were staying late, lying on the floor and crying in front of their co-workers. And when it did come out, reaction was mixed. Not only was it not what the customers wanted but the foil packs and non-biodegradable glitter illustrated that the company did not prioritize sustainability. The backlash was swift, the line was discontinued within a year, and the unused packaging was worth $100,000.

The inclusivity problem

According to Meltzer’s interviews with former employees, the inclusivity Weiss was trying to create with the brand’s imagery was not being replicated internally. One time, Weiss was reportedly in a meeting with the tech team when she pointed out “we don’t have any people of colour in here.” When another staffer who was Asian corrected Weiss, “Emily was like ‘Really? You identify as a person of colour?’” In 2020, an Instagram account called @outtathegloss documented the grievances of queer and BIPOC employees working in the retail stores. Some said they were victimized by customers (for example, customers applied blackface with dark shades of concealer without any action taken by managers); others that their identities were being used to make the company seem progressive. Weiss took these allegations seriously and an action plan was put into place, but the brand’s social following started to decline and searches for the products to dwindle.

The vibe shift

As the perfectly executed flatlay on Instagram gave way to the chaos of Tik Tok, the aesthetic ITG and Glossier had popularized started to feel stale. Competitors like Kosas, Merit, Rare Beauty and Violette gained traction in the same beauty space. In 2022, Weiss, who had recently had her first child, handed the reins to Glossier’s chief commercial officer Kyle Leahy, a seasoned executive who had worked with blander brands like Cole Haan focusing on operations, and was a worker, not a show pony. So far, changes include the fact that Balm Dot Com is now vegan and the brand has finally entered Sephora. Whether it can keep growing without Weiss at the helm remains to be seen.

greeneyedgirl107 · ‎09-12-2023

Got an e-mail today at Ulta is hiring for seasonal employees.

Retail associates

Distribution center

Sale & Skin Care professionals

25% off all products

50% off all beauty services

greeneyedgirl107 · ‎08-30-2023

Got an email today and at the bottom is sd 9/11-17 is Hiring Week at Sephora!!!

CookieGirl1 · ‎08-30-2023

From CEW:

E.l.f. Acquires Naturium

BY AMY SYNNOTT | PUBLISHED AUGUST 29, 2023

E.l.f. is coming for your pores. And your arms, legs, and bottom, too.

On Tuesday, E.l.f. announced it would acquire white hot indie skin care brand Naturium. The $355 million cash and stock deal is the largest in E.l.f.’s history and will move the disruptive Gen Z upstart one step closer to becoming the next beauty juggernaut. It will also solidify them as a major player in the rapidly evolving marketplace for “cleanical” skincare.

“We believe Naturium joining E.l.f. Beauty, and complementing E.l.f. Skin and our existing brand portfolio presents a unique opportunity to significantly accelerate the potential we see in skin care,” Tarang Amin, E.l.f. Beauty’s Chairman and Chief Executive Officer told CEW. “This is expected to double our skin care presence to approximately 18%. With this acquisition, we’re adding a distinct yet complementary brand that we expect to be accretive to both our growth profile and earnings.”

Created in 2019 by beauty incubator, the Center, with influencer founder Susan Yara, Naturium has been a breakout success on social media, where the hashtag #naturium currently has over 415+ million views. The brand, which leads with a no-nonsense, ingredients-first approach, has won favor among the dermatological community, men (40% of their users are male) and millennial consumers who do their skincare research.

Best-selling products include The Glow Getter Multi-Oil Hydrating Body Wash, Vitamin C Complex Serum, and Dew-Glow Moisturizer SPF 50. Net sales of Naturium grew at approximately +80% CAGR over the last two years. And approximately $90 million of net sales are expected this year.

E.l.f. first entered the skincare category in 2015. In 2020, it acquired clean skincare company W3II People and Alicia Keys skincare line, Keys Soulcare. In June of 2020, E.l.f. took their commitment to skincare one step farther, creating their fourth portfolio brand, E.l.f. Skin. The collection includes three separate segments: Blemish Breakthrough, Pure Skin, and Holy Hydration!

With Naturium’s expertise in clinically-effective, clean skincare formulation in both the face and bodycare category (an area E.l.f. skin currently only has modest offerings in) it’s easy to see why Naturium was an appealing acquisition of E.l.f. which is one of the fastest growing skin care brands right now. In August, the brand raised their 2024 outlook after posting quarterly net sales growth of 76%, marking 18 consecutive quarters of more than 20% sales growth on average.

Asked if the E.l.f. has plans to acquire other brands, Amin was optimistic but refused to elaborate. “We have been transparent about our desire to pursue strategic extensions that can leverage our strengths and bring complement capabilities to E.l.f. and we have remained highly disciplined.”

“With efficacious products at accessible price points and a community first mindset, Naturium reminds me of where e.l.f. was when I became CEO over nine years ago,” he said in a statement. “Naturium demonstrates the same spirit, values and growth characteristics we find in E.l.f.”

“I have admired E.l.f., and their deep commitment to being a different kind of beauty company, for years now, said Susan Yara, Naturium’s Founder, in a statement. They care about their community and their employees, which is truly meaningful to me, especially as a female founder. With our complementary missions and cultures, I know E.l.f. Beauty will be the ideal partner as we expand our reach and continue to make high performance skin care accessible for all.”