You don’t have to be a beauty editor or even just an amateur beauty lover to know that the skin-care market is a crowded one. While the beauty biz has always been a billion-dollar industry, the focus used to be on cosmetics — and now, shoppers are shelling out to fill their skin-care #shelfies. And while I don’t see the sales of serums and moisturizers slowing down anytime soon, I do think we’re reaching a breaking point. Because the options are endless, consumers are becoming more discerning, more educated, and as a result, more determined to find products that actually work (and won’t cost them their entire rent check). It makes sense, then, why scientifically-backed, highly-effective, yet affordable brands like Naturium (available at Target) are finding huge success among skin-care newbies and devotees alike.
“Over the last couple of years, we’ve seen the interest in easy-to-digest skin-care education and results-driven products increase on social media,” Susan Yara, co-founder of Naturium, tells Allure. “What seemed to be lacking from the market was a brand that offered the education and the results, paired with elegant, well-rounded formulas and packaging at an accessible price.” Yara should know — she’s been a popular beauty content creator for years, reviewing hundreds of skin-care products on her YouTube channel and listening closely to what her viewers were looking for to complete their skin-care regimens. “That’s what we offer with Naturium. Everyone that buys from us knows our products will work well, feel great, and fulfill our mantra that skin-care is self-care.” Naturium’s advising board-certified dermatologist Dr. Alexis Stephens supports Yara’s claim. “I like that Naturium makes highly effective, beautifully formulated products feel more accessible to everyday consumers. They use ingredients that are proven to help even skin tone, decongest pores, and encourage healthier skin in general. There’s a product that works for everyone,” Stephens tells Allure.
It sounds too good to be true, right? To find out for certain, we put the brand through the beauty-editor test. Here’s what Sarah Kinonen, Blake Newby, and I think about Naturium’s products. Spoiler alert: We’re all fans. Scroll down to see what we’re loving in our specific skin-care regimens.