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]
Evidence: e.l.f. Beauty, Inc. Annual Report on Form 10-K filed 2026-05-21, SEC EDGAR, 21 May 2026. Verified from filings; last checked .
Key facts
- Current owner
- e.l.f. Beauty, Inc. verified
- Owned since
- 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.
What e.l.f. Beauty's annual report says about Naturium
Sentences about Naturium from e.l.f. Beauty's latest annual filing[1], copied word for word.
Naturium Naturium brings the science of consistent skincare to every one, every where, every day.
Naturium is vegan, paraben-free and double-certified by Leaping Bunny and PETA as cruelty-free.
For example, in connection with our acquisition of Naturium, we paid total consideration of approximately $333.0 million using an incremental term loan under our existing credit facility, borrowings on our existing revolving facility, cash on the balance sheet and approximately $57.8 million of our stock.
How often e.l.f. Beauty names Naturium in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named less often than it was three years earlier.
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.
Open the full e.l.f. Beauty ownership tree →
See the full e.l.f. Beauty brand portfolio (3) →
Other brands owned by e.l.f. Beauty
e.l.f. Beauty controls 3 brands on Brandtree, 3 of them in personal care & beauty.
Also in personal care & beauty
- e.l.f. Cosmetics (2004)
- rhode (2022)
Other brands in facial skin care, and who owns them
The 76 brands in facial skin care on Brandtree belong to 38 owners. The largest is POLA ORBIS, with 6; e.l.f. Beauty has 2.
| Brand | Owner | Owner based in |
|---|---|---|
| DECENCIA | POLA ORBIS | 🇯🇵 Japan |
| Clinique | Estée Lauder | 🇺🇸 United States |
| ANYA | Proya | 🇨🇳 China |
| COSRX | Amorepacific | 🇰🇷 South Korea |
| Clé de Peau Beauté | Shiseido | 🇯🇵 Japan |
| Paula's Choice | Unilever | 🇬🇧 United Kingdom |
| ALBION | KOSÉ | 🇯🇵 Japan |
| O HUI | LG H&H | 🇰🇷 South Korea |
About the owner: e.l.f. Beauty
e.l.f. Beauty is a publicly listed company headquartered in Oakland, California, United States, founded in 2004. Brandtree records 3 brands under its control, and it is listed as NYSE: ELF.
e.l.f. Beauty was founded in 2004 selling cosmetics online at a dollar each, and its name stands for eyes, lips, face. It grew into one of the largest mass cosmetics companies in the United States by keeping prices low and moving quickly on trends spread through social media.
e.l.f. Beauty: full profile, brands and acquisition history →
🇺🇸 Naturium and other American brands
Brandtree records a controlling owner for 2,549 brands that began in the United States. 478 of them (19%) are now controlled by a company headquartered in another country; Naturium is not one of them.
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.
Is Naturium still owned by e.l.f. Beauty?
Yes. As of 11 October 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 16 September 2026.
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