From Zero to $355M in 3 Years, Susan Yara’s Naturium Gets Snapped up by e.l.f. Cosmetics

Beyond the Mat · 2025-07-24

53:45

On this week’s episode, I’m joined by the incredible Susan Yara, YouTube creator, podcast host and co-founder of skincare brand Naturium. Susan is a pioneer in the beauty space, redefining what it means to scale up a skincare brand. She took start-up Naturium, into a global, multimillion-dollar success, leading to its $355 million acquisition by e.l.f. Cosmetics. Known for her beauty expertise, business credibility and entrepreneurship, this is an unmissable conversation! Susan opens up about her side of the story, what it really takes to build a brand that deeply connects with its audience. We also talk about leveraging analytics, how to create specific content to drive growth, and what it’s like to stay involved post-sale. Susan also gives her expert skincare advice, with practical tips and product recommendations.

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Beyond the Mat

Bryony Deery is a world-renowned Pilates teacher and the founder of the health and fitness app Pilates By Bryony. She discovered Pilates after a serious car accident at the age of 17. Through the practice, she healed her chronic pain and began teaching others. Today, Bryony has trained some of the most inspirational people of our time—all while having life-changing conversations as they move.

Beyond the Mat is a podcast inspired by those conversations on the mat. With so much conflicting information about wellness and fitness today, it’s easy to feel overwhelmed and confused. On the show, Bryony cuts through the noise in a way that’s relatable and practical, offering tangible tips you can actually use. Expect full-disclosure moments, life hacks to level up your life, and stories that activate your dreams—with no gatekeeping allowed.

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