Dew Diligence

In 2014, after covering the beauty industry as a journalist, Susan Yara launched a YouTube channel offering makeup tutorials.

- Kevin J. Ryan

Six years later, armed with a million subscribers, Yara co-founded the Los Angeles-based skin care brand Naturium. Its clinically tested products-billed as biocompatible and cruelty-free-soon landed in Target, which helped attract private equity investment. In 2023, with Naturium nearing $100 million in annual revenue, e.l.f. Beauty acquired it for $355 million. We spoke with Yara about selling and finding alignment with a strategic acquirer.