If you’ve scrolled beauty TikTok, wandered Target’s skincare aisle, or shopped Amazon lately, you’ve probably seen Naturium. The brand has built a serious fanbase by taking “actives” like niacinamide, vitamin C, glycolic acid and retinol and putting them into formulas that are both clinical and affordable. Naturium+1
In this blog we’ll walk through:
- What Naturium is all about
- A quick history of the brand
- Their most popular products
- What real people are saying
- Whether Naturium works for men
- Easy Naturium gift-giving ideas
And if you’re specifically trying to figure out which Naturium face wash to buy, I’ve put together a full Naturium Facial Cleansers Review: Which One Is Right for Your Skin Type? so you can pick the best cleanser for your routine.
Who Is Naturium?
Naturium is a science-driven skincare and body-care brand co-founded by beauty editor and skincare influencer Susan Yara along with brand accelerator The Center around 2019–2020. Her vision was to create clean, effective formulas with proven ingredients at an accessible price point. gazettegal.com+1
The brand grew quickly thanks to social media, YouTube and word-of-mouth. By 2023, it was forecasting close to $100 million in retail sales, positioning itself as a “clinical” skincare brand that focuses on ingredients and results more than buzzwords. Vogue
That same year, Naturium was acquired by e.l.f. Beauty in a deal valued at about $355 million, adding a fast-growing skincare disruptor to e.l.f.’s portfolio.
So in short: Naturium started as an influencer-founded indie brand and has now moved into the “big leagues,” while still trying to keep its price tags closer to drugstore than luxury.
Naturium’s Main Focus: “Biocompatible” Clinical Skincare
Naturium talks a lot about biocompatible efficacy – skincare that works with your skin instead of fighting against it.
On their site and blog they define biocompatible products as formulas that are effective without causing irritation, disrupting the skin barrier, or triggering congestion and allergic reactions. Naturium+2Naturium+2
Key pieces of their philosophy:
- Biocompatible, pH-balanced formulas – designed to support your skin’s natural barrier, microbiome and hydration instead of stripping it. Naturium+1
- Ingredient-focused, science-first – lots of niacinamide, vitamin C, exfoliating acids (AHA/BHA), retinoids and peptides at clear, labeled percentages. LinkedIn+2Naturium+2
- Everyday friendly – most products are marketed as gentle enough for daily head-to-toe use: “for every where.” Naturium
- Accessible price point – bloggers and reviewers regularly point out that Naturium feels “luxury,” but sits firmly in the affordable mid-range. alittlebitetc+1
If you like the idea of clinical skincare but not the triple-digit price tags, this is exactly the lane Naturium is trying to own.
Naturium Bestsellers & Hero Products
Here are some of the products you’ll see recommended again and again at Ulta, Target and Amazon. Naturium+3Ulta Beauty+3Amazon+3
1. Niacinamide Serum 12% + Zinc 2%
Niacinamide is a multitasker: it helps balance oil, refine pores and support a stronger skin barrier. Naturium’s Niacinamide Serum 12% + Zinc 2% is one of their flagship products, available in regular and jumbo sizes and designed for most skin types, especially combo and oily. Naturium+2Target+2
On Reddit and review sites, fans say it has become a staple in their routine and helps with texture and congestion without being too harsh. reddit.com+1
2. Vitamin C Complex Serum
The Vitamin C Complex Serum is another top seller, often highlighted at Ulta with hundreds of reviews and a strong rating. Ulta Beauty+1
It uses a blend of vitamin C derivatives plus supporting ingredients like hyaluronic acid and vitamin E to brighten, even tone and add glow without the sting that some pure L-ascorbic acid serums can cause.
3. Retinol & Retinaldehyde Serums
Naturium is also known for its Retinol Complex Serum and Retinaldehyde Cream Serum, which bring more advanced anti-aging actives into an accessible price range. Ulta Beauty+1
Users say these formulas help with fine lines, texture and overall smoothness, and some reviewers highlight Naturium’s retinaldehyde as one of the most affordable options in that category. reddit.com+1
4. The Smoother Glycolic Acid Exfoliating Body Wash
Body care is a huge part of Naturium’s current popularity. The Smoother Glycolic Acid Exfoliating Body Wash has been featured in beauty media as a secret weapon against dry, rough, winter skin. InStyle+2Ulta Beauty+2
It combines multiple AHAs (glycolic, lactic, pyruvic and tartaric acids) with hydrating ingredients like red algae to smooth and brighten while still being gentle enough for sensitive and acne-prone skin. InStyle
5. The Purifier Niacinamide Serum Body Wash
The Purifier Niacinamide Serum Body Wash is another fan favorite: a gel-serum texture that transforms into a milky lather and leaves the skin feeling clean but not stripped. It uses 2% niacinamide plus glycerin and other moisturizing agents to balance and condition the body’s skin barrier. Naturium+2Amazon+2
6. Phyto-Glow Lip Balm & Lip Mask
For lips, Naturium’s Phyto-Glow Lip Balm and Phyto-Glow Lip Mask get a lot of attention. They’re positioned as glossy, cushiony formulas with plant-based oils and butters that deliver shine and comfort; the lip balm shows up at Ulta in multiple shades, while the lip mask tends to be a fan favorite for overnight use. Ulta Beauty+1
7. Moisturizers & Creams
Naturium also offers moisturizers like Plant Ceramide Rich Moisture Cream, Multi-Peptide Rich Cream and Intense Overnight Sleeping Cream. These are meant to lock in all those serums with barrier-supporting ingredients like ceramides, peptides and occlusives, again staying in the mid-price range compared with high-end “clinical” brands. Ulta Beauty+1
What People Are Saying About Naturium
A few themes show up again and again in reviews and editor round-ups:
- “Clinical results without luxury prices.” One detailed review notes that Naturium formulas are some of the most clinically effective they’ve tried, and that the brand changed their perception that expensive skincare is always better. alittlebitetc
- Dermatologist-backed approach. A board-certified dermatologist on Naturium’s advisory side has praised the brand for using proven ingredients that help even skin tone, decongest pores and encourage healthier skin overall. Allure+1
- Strong body-care buzz. Media outlets call out products like the Smoother Body Wash as must-haves for cracked winter skin, with celebrity fans like Demi Moore and Hailey Bieber associated with the brand’s body range. InStyle+1
- Loyal day-to-day users. On Reddit, some users say that up to 80% of their skincare routine is now Naturium because the actives feel effective and well-priced, with products like the Retinol Complex Cream making “a huge difference” in their skin. reddit.com
There was early controversy when Susan Yara initially promoted Naturium before publicly disclosing that she was behind the brand, leading to backlash and a transparency conversation. Beauty Independent+1 Since then, the focus has shifted back to the formulas, and the brand has continued to grow and eventually joined the e.l.f. Beauty family.
Does Naturium Have Products for Men?
Short answer: yes – and not just “for women rebranded.”
Most of Naturium’s lineup is gender-neutral, focused on skin type and concerns rather than gender. Niacinamide serum, vitamin C serum, retinol, body washes and moisturizers can all be used by men, women and everyone in between.
On top of that, retailers like Target highlight Naturium products in the men’s grooming section, describing them as skincare essentials formulated for men’s skin – cleansers and moisturizers designed to cleanse, hydrate and protect, plus hair-care options to “elevate your style.” Target
Great Naturium picks for men (especially beginners):
- A gentle body wash like The Purifier or The Smoother for daily showers Naturium+2Naturium+2
- A simple niacinamide or multi-peptide serum for post-shave calm and long-term skin health Target+1
- A straightforward moisturizer like Plant Ceramide Rich Moisture Cream for barrier support at night Ulta Beauty
Naturium Gift-Giving Ideas
Because Naturium leans into kits, bundles and seasonally curated sets, it fits perfectly into holiday gifting or “just because” presents. Their site literally promotes “Give the gift of skin love” with curated sets and exclusive bundles around the holidays. Naturium+1
Here are some easy gift ideas you can share:
1. Glow-Getter Starter Set
For the friend who wants better skin but doesn’t know where to start:
- Vitamin C Complex Serum (morning glow booster) Ulta Beauty+1
- Niacinamide Serum 12% + Zinc 2% (pore-refining, barrier-supporting) Naturium+1
- A lightweight moisturizer to seal everything in
This combo gives them a brightening + balancing routine without overwhelming them.
2. Body-Care Spa Night
For the person who loves a long shower and soft skin:
- The Smoother Glycolic Acid Exfoliating Body Wash for smoothing rough, flaky areas InStyle+1
- The Purifier Niacinamide Body Wash for everyday balancing and barrier support Naturium+1
- A rich body moisturizer or oil to finish
You can link to your Naturium pick on Amazon here – for example:
Shop Naturium on Amazon (affiliate link)
That gives readers a one-click way to grab a body-care hero through your link.
3. Skincare for Him
For the man in your life who just uses bar soap on everything:
- A Naturium cleanser or body wash he can leave in the shower
- A simple serum (niacinamide or multi-peptide) for after shaving Target+2Naturium+2
- A no-frills moisturizer in a neutral tube or jar
Market it as “3 steps, 3 minutes” – men respond well to simple, fast routines.
4. Little Luxuries & Stocking Stuffers
Naturium’s lip products and minis make easy add-on gifts:
- Phyto-Glow Lip Balm (tinted or clear)
- Phyto-Glow Lip Mask for overnight nourishment Ulta Beauty+1
Pair them with a handwritten note and you’ve turned a small product into a thoughtful self-care moment.
How to Build a Simple Naturium Routine
If you want to give your readers (or yourself) a plug-and-play template, here’s a very basic Naturium routine idea:
Morning
- Gentle cleanse (face or body, depending on focus)
- Vitamin C Complex Serum for brightening Ulta Beauty+1
- Niacinamide Serum to help balance and refine
- Moisturizer
- Always sunscreen on top (from any brand)
Evening
- Cleanser or body wash
- Retinol or Retinaldehyde serum a few nights a week (not every night at first) Ulta Beauty+1
- Hydrating serum or niacinamide on non-retinol nights
- Moisturizer / sleeping cream
And of course, your Amazon link is right there if people prefer to grab Naturium through Prime shipping.
If you’re ready to actually pick a Naturium face wash, don’t miss my Naturium Facial Cleansers Review: Which One Is Right for Your Skin Type? – I break down four of their most popular cleansers and match each one to different skin types.
Final Thoughts
Naturium really does get personal with personal care.
From a business and brand point of view, they’ve carved out a spot between luxury clinical brands and basic drugstore skincare: science-backed ingredients, biocompatible formulas, accessible prices and routines that can work for women, men and everyone who just wants healthier, happier skin. Target+3Naturium+3alittlebitetc+3
If you’re looking for a brand to feature that feels modern, ingredient-savvy and gift-friendly, Naturium is an easy one to introduce to your audience.
Want more skincare, makeup, and hair ideas? Visit the All Star Elegance Beauty section to explore more routines, reviews, and product picks.
Want more skincare, makeup, and hair ideas? Visit the All Star Elegance Beauty section to explore more routines, reviews, and product picks.
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