Naturium
Susan Yara's influencer-meets-formulator budget-actives line — derm-adjacent ingredients at Target prices.
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Niacinamide Gel 12% and Plant Ceramide Moisturizer are dupes for $60+ products you do not need. Founder Susan Yara is a real formulator, not just a face — it shows.
Strengths
- + Active percentages that actually match the label
- + Derm-adjacent founder story
- + Target/Amazon accessibility
Weaknesses
- − Some textures (the niacinamide gel) are polarizing
- − Growth pains — products sometimes sell out
- − Packaging is utilitarian
The Naturium Story
Launched in 2020 by influencer-formulator Susan Yara (Mixed Makeup) with cosmetic-chemist Ron Robinson. Acquired by e.l.f. Beauty in 2023 for $355 million — the largest acquisition in e.l.f.'s history, validating the "smart influencer brand" category.
Shop Naturium by skin type
Curated picks from Naturium's lineup, ranked for each skin type.
All Naturium Products
6 products reviewed and rated.
Tranexamic Acid Topical Acid 12%
Naturium's tranexamic acid serum at $18 delivers three depigmenting actives — tranexamic acid (12%, inhibits plasminogen activation that triggers melanin), niacinamide (inhibits melanosome transfer), and kojic acid (inhibits tyrosinase). Triple-mechanism depigmentation at drugstore pricing. Tranexamic acid is the ingredient dermatologists are most excited about for hyperpigmentation — and Naturium made it accessible.
BHA Liquid Exfoliant 2%
Naturium's encapsulated 2% salicylic acid liquid — sub-$20 direct competitor to Paula's Choice 2% BHA Liquid (already in catalog at $36). The encapsulation delivery system buffers irritation that drives most BHA dropouts in the first month. Australian finger lime + desert lime + Davidson plum extracts add the brand's signature native-Australian botanical narrative without crowding the deck. Genuinely one of the best price-per-ml BHAs on the D2C shelf.
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