Susan Yara on How She Sold Naturium To e.l.f For $355 Million, Her FTC Investigation, and Building Through Backlash

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.

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Key Takeaways

• Controversy doesn’t cancel you—lack of clarity does. Susan opens up about the Naturium backlash, her FTC clearance, and how transparency helped rebuild trust with her audience and consumers.

• You can build while breaking down. She reflects on navigating a divorce during the brand’s biggest growth phase—and how personal transformation shaped her leadership.

• Masstige is the new frontier. Naturium’s success helped define the mid-tier, high-efficacy skincare category, making room for other creator brands like Rhode to follow.

• Retail still matters. Scaling with Target wasn’t just a channel strategy—it was a credibility builder. Susan breaks down how shelf space drove awareness and repeat sales.

• Quiet founders can lead loud growth. Susan never sought the CEO spotlight. But leaning into her strength as an operator—not just an influencer—helped Naturium stand out in a crowded space.

• Partnerships over Perfection. She unpacks her working relationship with Ben Bennett and how mutual trust helped them navigate mistakes, milestones, and media storms.
• Margins over vibes. Susan made Naturium profitable from day one—and explains why obsessing over contribution margin (not Instagram likes) is what scaled the business.

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