e.l.f. Beauty Acquires Naturium and Expands Into Skin Care
NaturiumCEW

E.l.f. Acquires Naturium

E.l.f. is coming for your pores. And your arms, legs, and bottom, too. On Tuesday, E.l.f. announced it would acquire white hot indie skin care brand Naturium. The $355 million cash and stock deal is the largest in E.l.f.’s history and will move the disruptive Gen Z upstart one step closer to becoming the next beauty juggernaut. It will also solidify them as a major player in the rapidly evolving marketplace for "cleanical" skincare.

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