e.l.f. Beauty Acquires Skincare Brand Naturium for $355M

Retail
Written By Rick Watson

Elf, which stands for eye, lip and face, has paired its low prices — most items are about $6 or less — with a pledge that its products are clean and vegan without animal testing.

Naturium also focuses on “cruelty free” products that don’t contain paraben, gluten or synthetic fragrances.

e.l.f. Beauty has acquired four-year-old masstige skincare brand Naturium for $355M in cash and stock. The acquisition highlights a current trend in the cosmetics sector as incumbents are making bets by acquiring fast-growing startups to grow marketshare.

Bloomberg: Elf Beauty Acquires Skincare Brand Naturium for $355 Million

Rick Watson

Rick Watson founded RMW Commerce Consulting after spending 20+ years as a technology entrepreneur and operator exclusively in the eCommerce industry with companies like ChannelAdvisor, BarnesandNoble.com, Merchantry, and Pitney Bowes.

Watson’s work today is centered on supporting investors and management teams incubating and growing direct-to-consumer businesses. Most recently, in partnership with WHP Global, Rick was a critical resource in architecting the WHP+ platform, a new turnkey direct to consumer digital e-commerce platform that powers AnneKlein.com and JosephAbboud.com.

Watson also hosts a weekly podcast, Watson Weekly, where he shares an unbiased, unfiltered expert take on the retail sector’s biggest players.

In the past year alone, Rick has spoken at many in-person and virtual events as well as podcasts on topics ranging from retail/ecom to supply chain/logistics and even digital grocery including CommerceNext IRL, ASCM Connect, and Retail Innovation Conference.

https://www.rmwcommerce.com/
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