Brand story of NATURIUM

Step aside eyeshadows, foundations and lipsticks; it’s all about the moisturizers, serums and creams! For so long, the beauty industry has always been focused on the makeup aspect of beauty and totally had skincare on the backburner. Not anymore! Skincare is stepping out of the shadows and taking the center stage spotlight! And who is driving this skincare train forward into the future? Beauty influencers! And of course, with that comes beauty influencer created brands and products such as Naturium.

Founded in 2020, the Naturium skincare brand is co-owned and co-created by YouTube beauty influencer Susan Yara. Her Youtube channels Mixed Makeup and Susan Yara have cult followings where subscribers turn to for the latest scope and honest reviews on the new skincare ingredients and beauty products. The brand was launched by beauty brand incubator The Center, where Yara later joined and eventually became part of the Naturium family. Beginning her career as an on-air journalist, Yara eventually made her way into digital media with her expertise and background in the beauty and wellness industry.

Learn more about Naturium

With the makeup and skin care industry saturated with brands and products, modern consumers are having a more difficult and confusing time deciding what products they should purchase. Beauty lovers are now doing their own due diligence and research on what ingredients are, what they do, where they come from and how it will benefit their skin type and skin concerns. Because of this, many brands like Naturium are stepping up in their formulations and the diversity of their ingredients.

The clean, cruelty free, paraben free, gluten free and dermatologist tested and approved brand has a wide range of skin care products, formulated with potent and effective active ingredients. Naturium makes it easy to create your own skin care routine where you can mix and match different products that will benefit your own skin concerns.

What is Azelaic acid?

Some of the more innovative products from the brand include the Azelaic Acid Emulsion 10%. Azelaic acid is a dicarboxylic acid that helps exfoliate the skin, reduces inflammation, fades hyperpigmentation and can help treat acne through its antibacterial properties. This multipurpose cocktail serves as a great alternative to other products containing active ingredients like salicylic acid and retinol, which can be harmful to a person who is pregnant or breastfeeding. It is something the co-founder wishes she had known about during her pregnancies.

All of Naturium’s products are made in the USA. And the best part? You can find it at your local Target or drugstore and it’s budget beauty friendly! Turns out the price of beauty isn’t that high after all.