Editor
E.l.f. is ramping up its ambitions to become the next big beauty conglomerate.
On Tuesday, the digital disruptor announced a definitive agreement to acquire indie skin care brand Naturium in a $355 million cash and stock deal. Naturium, which was founded in 2019 by beauty brand incubator The Center and influencer Susan Yara, is a self-described “high-performance” skin care brand, focussed on ingredients and product efficacy. Its Vitamin C…
