Who owns Naturium?
Naturium is owned by e.l.f. Beauty (the United States, NYSE: ELF), which has owned the brand since 2 October 2023.[1] Naturium was founded in 2019 in the United States and was independent until 2023.
Key facts
- Current owner
- e.l.f. Beauty, Inc. verified
- Owned since
- Previous owner
- Independent (2019–2023)
- Owner HQ
- 🇺🇸 United States, Oakland, California
- Origin
- 🇺🇸 United States
- Founded
- 2019
- Category
- Personal care & beauty › Skin care › Facial skin care
- Parent ticker
- NYSE: ELF
- Last verified
- · 1 sources
About Naturium
Naturium sells ingredient-led skincare at accessible prices, founded in 2019 by a beauty entrepreneur. e.l.f. Beauty acquired it in 2023 for about $355 million, its move into skincare alongside cosmetics. The brand names its active ingredients and their concentrations on the front of the pack, a convention that spread quickly through mass skincare.
Ownership timeline of Naturium
- 2023 – present e.l.f. Beauty [1] verified
Where Naturium sits in e.l.f. Beauty
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
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Other brands owned by e.l.f. Beauty
Latest news about Naturium
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Frequently asked questions
Who is the parent company of Naturium?
The parent company of Naturium is e.l.f. Beauty, a publicly listed company headquartered in the United States.
Is Naturium American?
Yes. Naturium originated in the United States in 2019 and its owner, e.l.f. Beauty, is also headquartered in the United States.
Since when has e.l.f. Beauty owned Naturium?
e.l.f. Beauty has owned Naturium since 2 October 2023.
Who owned Naturium before e.l.f. Beauty?
Naturium was an independent company from its founding in 2019 until e.l.f. Beauty acquired it in 2023.
Is Naturium still owned by e.l.f. Beauty?
Yes. As of 6 September 2026, Naturium is still owned by e.l.f. Beauty. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] e.l.f. Beauty, Inc. Annual Report on Form 10-K filed 2026-05-21 — SEC EDGAR, SEC Form 10-K, published 21 May 2026; retrieved 6 September 2026.
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