This profile is part of the Glossy Pop Guide to Influencer-Founded Brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media. More from the series →
A seasoned reporter in the beauty industry, Susan Yara has worked for companies including News12 New York, PopSugar, People and Glamour. Yara was formerly NewBeauty Magazine’s editorial video and interactive director, where she produced and hosted various beauty expert interviews. Needless to say, Yara’s 20-year experience in the world of beauty helped grow her following as an influencer. In the beginning of 2020, Yara released her own skin-care brand, Naturium. Naturium products are plant-sourced, clinically effective, skin-compatible and dermatologist-tested. The brand’s philosophy revolves around the benefits of plant-based products for the skin. Naturium believes skin care should be biocompatible and, as such, focuses on harmonic reactions between the skin and non-living materials.
Who: Susan Yara (Naturium)
Platforms: Susan Yara on YouTube, Mixed Makeup on YouTube, Instagram
What are you known for & how did you get your start?
I’m mostly known for skin-care tips and product reviews, but as a former beauty editor and industry veteran for two decades, I talk about all aspects of beauty including makeup, hair care and cosmetic procedures. I grew my following by sharing what I have learned from personal experiences and working behind-the-scenes with brands and different experts like plastic surgeons and dermatologists. I think it helps that I’m also a little more mature than most influencers in the industry, so I bring a lot of wisdom. My followers have known me since I was a newlywed to now, as a mom with two kids and a skin-care brand!
What’s the brand: Skin care
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Find it: Naturium.com, Target, Amazon
Why did you decide to bring a brand into this crowded marketplace?
I decided to create the skin-care brand that my followers continued to ask for: affordable, but highly effective and thoughtfully formulated, just like prestige and medical-grade brands. There are some wonderful drugstore brands on the market, but they can feel very utilitarian. So Naturium fills that little white space that seemed to be missing. You feel like you’re treating yourself each time you buy one of our products without breaking your budget! Plus, we offer products that target a wide array of skin issues and continue to create products that meet every individual’s needs. Skin-care consumers are much savvier these days, which is why I think they love us so much.
Fun Fact: We sell a bottle of our Niacinamide Serum 12% Plus Zinc 2% every 60 seconds!
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Best Seller: Niacinamide Serum 12% Plus Zinc 2%
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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