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E.l.f. Steps Up Skin-Care Game With $355M Naturium Acquisition

 
• By Eileen Francis

E.l.f. Beauty, Inc. will purchase LA-based Naturium skin care, a “thoughtfully formulated,” “high-performance” skin-care brand out of Los Angeles, for $355m from brand incubator The Center. Expected to close in September, the transaction will double e.l.f.’s skin-care business as a percentage of overall sales.

E.l.f. Naturium
• Source: e.l.f. Beauty, Inc.

E.l.f. Beauty, Inc. aims to grow consumer awareness and distribution of Naturium skin care, which launched in 2019 and has recorded more than 80% growth on a compound annual growth rate over the last two years, following an acquisition expected to close in late September.

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