Skincare brand Naturium is expanding its retail presence across Canada and Mexico through Sephora, with a debut in Mexico and a broader store and online presence in Canada.
The brand, which is owned by e.l.f. Beauty, began selling through Sephora in both markets Sept. 9, with Naturium products now available at Sephora Canada stores nationwide and online, while its Mexican launch is exclusive to Sephora Mexico stores and its website.
Expansion into two markets
The expansion gives Naturium access to consumers in two additional North American markets as the brand continues its international retail growth. Naturium said the addition of Canada and Mexico brings its global availability to six regions.
“To see Naturium continue to grow and reach new markets is incredibly meaningful to us. We have been working to expand Naturium’s retail presence internationally and getting the best of Naturium into more hands,” said Suzanne Pengelly, President of Naturium. “We’ve built Naturium around products people genuinely love making part of their everyday routines, and we can’t wait for even more consumers to discover them.”
Naturium was founded in 2019 and was acquired by e.l.f. Beauty in 2023. The company describes its products as biocompatible and dermatologist-tested skincare and body-care formulas designed to combine natural botanicals and active ingredients.
In Mexico, the brand’s Sephora launch marks its first retail availability in the market. Naturium products will be sold exclusively through Sephora Mexico stores and Sephora.com.mx.
“We’re very happy to welcome Naturium to Sephora Mexico and add to our portfolio a brand that combines innovation, clinical efficacy, and an accessible approach to skincare,” said Mauricio Padilla, CEO of Sephora Mexico. “We’re confident its proposition will strongly resonate with our clients, and we’re excited to be its exclusive retail destination in Mexico.”
Canadian retail rollout
In Canada, the Sephora expansion broadens Naturium’s retail footprint to stores across the country as well as Sephora’s Canadian online platform.
The assortment available through Sephora Canada and Sephora Mexico includes several of Naturium’s bestselling skincare and body-care products, including Glow Getter Multi-Oil Hydrating Body Wash, Glow Getter Multi-Oil Body Butter, Multi-Peptide Moisturizer and Vitamin C Complex Serum.
Naturium said the Multi-Peptide Moisturizer has been shown in clinical testing to improve wrinkles and hydration in 100 per cent of consumers and firmness in 97 per cent of consumers. The Vitamin C Complex Serum uses stabilized vitamin C in a pH-balanced formula that the company says is suitable for all skin types.
The brand is also launching a campaign in Canada featuring Canadian consumers and creators who have used and promoted Naturium products. As part of the Canadian rollout, Naturium held an experiential event Sept. 12 at The Well in Toronto featuring a photo booth, product education, customized skincare routines and samples of its products.
Naturium said its products are also available through its own website and through Target and Ulta stores and online in the United States.
The company says its products are clean, vegan and paraben-free and that it holds cruelty-free certifications from Leaping Bunny and PETA.
In an interview with Retail Insider, Pengelly spoke about the brand’s expansion.
Question: What is the strategic significance of Naturium launching at Sephora Canada, and why is Canada an important market for the brand at this stage of its growth?
Answer: Launching at Sephora Canada is an important next step in Naturium’s growth. We’re already seeing Canadian consumers engage with Naturium through our existing retail presence, and Sephora gives us an opportunity to reach an even broader audience. For us, this is about meeting consumers where they shop while continuing to prove that effective, thoughtfully formulated skincare can also be approachable and accessible.
Canada is also an important market because of the sophistication of its beauty consumer. Canadians are highly engaged with skincare and increasingly knowledgeable about ingredients, efficacy and the role that consistent routines play in achieving healthy skin. That aligns very closely with Naturium’s philosophy and product approach.
Q: How does the Sephora Canada partnership fit into Naturium’s broader international expansion strategy, and what other markets are you currently focused on?
A: Launching in Sephora Canada is part of a broader strategy to thoughtfully expand Naturium into markets where we see strong consumer alignment with the brand. We began that international expansion with our Sephora launch in Australia and New Zealand last year, and we’re continuing to build on that momentum – first with Sephora Canada and also with our upcoming expansion into Mexico.
What’s important to us is that we establish Naturium in the right markets and with the right retail partners, while maintaining the same commitment to effective, accessible skincare that has driven our growth in the U.S.
As we continue to build our international footprint, we really work to learn from each market and use those insights to inform our next stage of growth. What gets a brand to one stage isn’t always what gets it to the next, so we’re being thoughtful about what we preserve, what we evolve and how we scale Naturium without losing what has made the brand distinctive.
Q: What have you learned about Canadian consumer demand for skincare, and how has that influenced Naturium’s approach to entering the Canadian market?
A: One of the things that stands out about Canadian consumers is how informed and ingredient conscious they are. There is a strong appetite for skincare that delivers meaningful results, but there is also a desire for products that can be incorporated into a consistent, approachable routine.
That really resonates with the Naturium philosophy. We believe sophisticated skincare shouldn’t have to feel complicated. As consumers become more knowledgeable about ingredients and their efficacy, brands have a responsibility to give them the clarity and transparency they need to make informed decisions about their skin. Our approach is rooted in pairing thoughtful effective formulations with education that makes skincare easier to understand and use consistently.
This philosophy is what we want to bring to the market in Canada and retail partners like Sephora will give consumers meaningful opportunities to discover and experience it for themselves.
Q: What are Naturium’s growth objectives for Canada over the next one to three years, including plans for expanding its retail presence or product assortment?
A: Ultimately, we want to earn long term loyalty in Canada. That means delivering products that consumers love, building strong retail partnerships and continuing to make effective skincare accessible.
The Sephora launch is an important milestone in building a strong and sustainable foundation, but we see significant opportunity over the next several years to grow awareness, deepen consumer engagement and expand access to the brand.We have a broad portfolio across skincare and body care, so over time we hope to introduce more consumers to the full different parts of the Naturium portfolio and the role we believe comprehensive skin health can play beyond the face. Right now, it’s all about listening closely to Canadian consumers and our retail partners.
Q: With Naturium’s international expansion accelerating, what are the company’s priorities for the next phase of growth, and where do you see the biggest opportunities for the brand?
A: Our biggest priority is continuing to scale Naturium while staying true to what makes the brand distinctive. That means delivering effective, science forward skincare in a way that is approachable and accessible, while continuing to build trust with consumers around the world.
International expansion is a significant opportunity for us because we know the desire for effective skincare is global. Our experience entering Australia and New Zealand has shown that there is an appetite for Naturium beyond the U.S., and our launches in Canada and Mexico give us an opportunity to continue building on that momentum.
Beyond geographic expansion, we want to continue growing across our existing categories and introduce more consumers to more of the Naturium portfolio across face and body. The goal is to build a truly global skincare brand while continuing to raise expectations for what accessible skincare can deliver, without losing the efficacy, trust and consumer connection that have been at the heart of Naturium.
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