Susan Yara's Blueprint for Building Beauty Empires

Susan Yara, founder of Naturium and Playa, joins Jasmine on the show this week to talk about building a skincare empire, navigating controversy, and selling her brand for $355 million to e.l.f Cosmetics. Susan’s brand, Naturium, is a clinically effective, biocompatible skincare line that’s accessibly priced and designed to deliver real results. In this episode, Susan shares her journey from beauty influencer and content creator with over 2 million followers to co-founding one of Target’s fastest-growing skincare brands and ultimately leading it to a major acquisition. Susan dives into the scrappy early days of building Naturium, including how a chance LinkedIn message during the pandemic led to her partnership with Ben Bennett, the founder of The Center, and exactly what she looks for when partnering with influencers (it isn't a big follower count!). She also opens up about the challenges of being a female founder in the public eye, the lessons she learned from navigating a viral controversy, and how she stayed focused on building a profitable, acquisition-ready brand. Plus, Susan shares actionable advice for entrepreneurs, from leveraging community and content to identifying the right retail partners and building a team that thrives. She also gives a behind-the-scenes look at what it’s like to sell a brand, the importance of financial literacy, and how she’s using her success to create a life of freedom and wellness. LINKS:Become a Business Bestie subscriber: ⁠https://bestie.femalefounderworld.com⁠ Learn more about your ad choices. Visit megaphone.fm/adchoices