If you’ve spent any time scrolling through SkinTok, chances are you’ve already encountered Naturium. Founded by Susan Yara in 2020, it’s the kind of brand that quietly—and then very quickly—took over beauty editors’ bathrooms.
Before launching the brand, Yara spent years working in the beauty industry, where she bought into a familiar idea: the higher the price tag, the better the product. Naturally, those top-shelf formulas made their way to her mother—but instead of becoming everyday staples, they were left untouched.
“I’d come home and see them just sitting there,” Yara tells marie claire Australia. “And she’d tell me, ‘well, you said it was expensive, so I don’t want to waste it.'”
What seemed like a throwaway comment from her mum ultimately reframed everything for Yara. What’s the point of a product that works, if no one feels comfortable enough to use it every day?
That question became the foundation of Naturium—a line built on the idea that effective skincare shouldn’t feel intimidating, untouchable or reserved for special occasions. It should be used daily, generously, and without hesitation.
And now, following its launch into Sephora Australia in October 2025, that philosophy is clearly resonating.
“We launched as the number one body care brand,” Yara tells us. “And it really shows you what’s important to Australians—having efficacious skincare that’s easy to understand, but also products that work for the skin on your body.”
In other words, the Australian consumers get it. Or, as Yara puts it: “You’re all very, very educated on skincare… we call you skin intellectuals.”
Where Efficacy Comes First
If there’s one idea Yara is intent on dismantling, it’s the long-standing link between price and performance. “You have to use your products consistently to see a change,” she says. “If something is so expensive that you’re scared to use it, then it’s not actually serving you.”
It’s a sentiment that feels particularly relevant now, as more consumers become ingredient-literate and less swayed by branding alone. Naturium, in many ways, is designed for that shift—offering formulas that prioritise function first.
Rather than replicate industry staples, Naturium focuses on improving them. A perfect example is its approach to vitamin C—an ingredient that’s widely recommended, but notoriously unstable and often irritating.
Instead of following the standard formulation model, Naturium developed a conjugated form of ascorbic acid (vitamin C), which is encapsulated with glutathione and gold to improve stability and absorption.
“The glutathione is an antioxidant that basically protects the ascorbic acid, and then the gold helps it as a delivery system to your skin,” Yara explains.
“If everyone’s saying vitamin C oxidises and irritates the skin, then why are we still making it the same way?” she continues. “We wanted to create something that actually solves that issue.”
The result is a formula that feels gentle, remains stable and delivers results over time—without the usual drawbacks.
“You’re getting something that’s biocompatible with your skin,” she adds. “It feels good, and it works.”
NATURIUM
Vitamin C Complex Serum
The Australian Appeal
Naturium’s rapid success in Australia isn’t just about accessibility—it’s about alignment. According to Yara, local consumers are already highly engaged when it comes to skincare, which makes them more receptive to ingredient-led brands.
That knowledge base, combined with Australia’s climate and lifestyle, has made body care a particularly strong category for the brand since launching in Sephora.
“You show a lot more skin here,” Yara notes. “So it makes sense that body care would do really well immediately.”
In fact, Naturium debuted as the number one body care brand at Sephora Australia—a reflection of just how quickly it clicked with local shoppers.
“People want that glow everywhere,” she adds. “Not just on their face.”
Since arriving at Sephora, a few clear favourites have emerged among Australian customers—many of them within the body care category.
At the centre of it is the Glow Getter body wash, a formula Yara often recommends as a first introduction to the brand.
“It has 50 per cent glycerin, so it hydrates your skin even after you rinse it off,” she says. “You immediately see such a change.”
NATURIUM
The Glow Getter Multi-Oil Body Wash
NATURIUM
The Glow Getter Multi-Oil Body Butter
The formula also includes linoleic acid-rich oils, making it suitable even for oily or acne-prone skin—something that challenges traditional assumptions about body care.
“Sometimes those skin types actually need those oils,” Yara explains. “It helps replenish what your skin is lacking.”
The Glow Getter Body Butter has also become a hero in its own right, beloved for its rich, skin-smoothing texture and glossy finish—so much so that Hailey Bieber raved about it during her pregnancy.
Yara’s other standouts include the Barrier Bounce serum, known for delivering that glass-skin finish, and the brand’s range of moisturisers tailored to different skin needs—from barrier repair to anti-ageing.
NATURIUM
Barrier Bounce Serum
NATURIUM
Multi-Peptide Moisturiser
The Standouts Worth Knowing
For Yara, the best products are the ones that deliver both immediate results and long-term benefits—something she’s built into her own routine. Her personal holy grail? The Multi-Peptide Advanced Serum.
“You see such a change the minute you apply it,” she says. “It instantly plumps your skin, improves the look of texture and tone—but then you also have peptides working over time.”
Importantly, those peptides are encapsulated to remain stable and compatible with other ingredients, making it easy to incorporate into any routine.
“It’s about making products that actually fit into real life,” Yara adds.
NATURIUM
Multi-Peptide Advanced Serum
NATURIUM
Multi-Peptide Eye Cream
When it comes to innovation, Naturium isn’t interested in launching products for the sake of it. Instead, the focus is on identifying gaps—areas where consumers aren’t getting the results they want—and building formulas around them.
“We want someone to be able to look at our range and build a full routine for their specific skin concern,” Yara explains.
One of the most successful recent additions has been the Multi-Bright collection, particularly in Australia. The Milky Toner has become a standout, thanks to its ability to hydrate while gently exfoliating.
“It has an azelaic acid derivative in it, so it helps with redness, oil balance and texture,” she says. “Some people can even use it as their only step before sunscreen.”
The reformulated Multi-Bright Advanced Serum also reflects the brand’s evolving approach. While earlier versions focused on ultra-gentle brightening ingredients, the updated formula incorporates exfoliating acids for faster results.
“People don’t always want to wait months to see a difference,” Yara says. “So it’s about giving them that push, but in a way that still feels manageable.”
NATURIUM
Multi-Bright Milky Toner
NATURIUM
Multi-Bright Advanced Serum
The Future Of Naturium
With its Australian launch already proving a success, Naturium’s next chapter is firmly focused on expansion. Backed by e.l.f. Beauty, the brand is scaling globally at a rapid pace.
“My goal is to make Naturium a household name,” Yara says. And with the infrastructure and support of a global partner, that ambition feels increasingly achievable.
“Global domination,” she adds. “We’re going to start popping up in a lot of places.”
If its trajectory so far is anything to go by, it won’t be long before it’s everywhere.
Shop the full Naturium range, available at Sephora Australia.
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