How Susan Yara Sold Naturium to e.l.f. for $355M

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♡ This Week’s Episode ♡

What happens when the internet turns on you, your marriage falls apart behind the scenes—and you still scale Naturium (your startup) into a $355M acquisition from e.l.f.? Susan Yara is telling her side of the story.

In this episode of Hot Smart Rich, Maggie sits down with Susan Yara, the founder of Naturium, for one of the most honest and tactical conversations we’ve had on the show. Known for her credibility and candor in the beauty space, Susan opens up about the backlash over her undisclosed involvement in Naturium, being cleared by the FTC, and scaling a brand that became a case study in profitability, performance, and modern brand-building.

But this isn’t just a founder story—it’s a personal one. Susan shares what it was like navigating a divorce while in the public eye, raising two kids as a single mom, and redefining her relationship with identity, ambition, and authenticity. From moments that nearly broke her to the business strategies that built her, this episode is a blueprint for long-game thinking in beauty and beyond.

Naturium became one of the first creator-founded skincare brands to exit at scale—paving the way for brands like Rhode by Hailey Bieber to follow. As a pioneer in the masstige skincare category, Susan didn’t just ride the wave—she helped define it. Her story proves that credibility, community, and clarity still win in the age of algorithms and outrage. For anyone building in public, recovering from criticism, or wondering if you can be both honest and successful—this one’s for you.

You can connect with Susan on Instagram:⁠⁠⁠⁠⁠⁠ @susanyara⁠, Tiktok: @susanyara, & LinkedIn: Susan Yara.

♡ Glossed and Glowing ♡
My go-to lip feels like skincare in stick form—hydrating, glossy, and totally effortless. It’s always in my purse.

♡ Vanilla, But Make It Chic ♡
I wear something warm and soft that makes me feel like the best version of myself. It’s cozy, clean, and never overpowering.

♡ Midnight Magic ♡
My nighttime ritual includes one little bottle that leaves me looking like I actually got 8 hours—even when I didn’t.

♡ Dyson Days ♡
Blow-drying is my quiet luxury. It’s fast, sleek, and feels like a power move before I even leave the house.

♡ Silk All Day ♡
My hair ties are gentle, oversized, and way cuter than they need to be. No creases, no drama—just smooth ponytails and buns.

♡ Skin, Meet Comfort ♡
I layer on body care that feels like a hug. Think deep hydration, calming formulas, and zero sticky residue.

♡ Quiet Luxury Vibes ♡
My everyday carry is minimal, sculptural, and makes every outfit feel finished. It’s an investment, but so worth it.

♡ Heel Goals ♡
When I need height and comfort, I reach for these. They’re sleek, classic, and built for more than just sitting pretty.

♡ Eyes On the Prize ♡
These live in my fridge. Pop them on before a shoot or meeting and suddenly I look like I slept, drank water, and meditated.

♡ Dresses That Do the Most ♡
My favorite dresses are structured but easy, cool without trying. They always make me feel pulled together—even when I’m in a rush.

♡ Hot, Smart, Rich Tips ♡

♡ Hot Hack ♡

Prioritizing myself has been a game-changer—monthly lymphatic drainage, a good spray tan, and showing up for myself with intention. It’s not vanity, it’s wellness.

♡ Smart Hack ♡

Skincare only works if people actually use it—so I priced Naturium to be effective and affordable. You can't change your skin with products you’re scared to waste.

♡ Rich Tip ♡

Even when I was broke, I had an abundance mindset. If I’m going to a concert, and someone I love can’t afford the ticket—I’m buying it, and I’ll figure the rest out later.

♡ Favorite Part of The Conversation ♡

Talking about how I parent and how I’m raising kids with gratitude and grit hit home for me. It’s something I think about every single day.

TYSM, I♡U!!!!

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