Naturium is expanding its hero Glow Getter body care franchise with a new oil featuring moisturizing skin care ingredients like squalane and more.
Following the line’s induction of a moisturizing body balm last fall, Glow Getter has added a hydrating body oil, $24, to its fledgling regimen, which first kicked off with a skin care-infused body wash in 2021.
The other significant feedback was about the Glow Getter scent, a coconut-vanilla composition which has, to Yara’s surprise, evoked widely varying interpretations from consumers.
“Under E.l.f., we’ve had the benefit of scaling — especially globally — which has been one of the biggest questions we’ve gotten from consumers is ‘when are you coming to my country?’,” said Yara, who recently launched Naturium in Italy; in the U.K. with Space NK, and at Shoppers Drug Mart in Canada. The brand has also been available in Australia since 2020.
This year will be a key expansion one for Naturium, said Yara, both in terms of its retail presence and its core product franchises.
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