Community is Naturium’s superpower, said Jake Galtere, Chief Marketing Officer at the skincare brand.
“We identified that a real superpower was our community,” Galtere said. “It’s now over one thousand consumers reach out to us independently to tell us that we have changed their lives because we’ve transformed their skin. It’s something that’s really core to our brand.”
The community piece is the backbone to its latest campaign “Glow Better Together” that features 11 of its customers sharing their stories about using Naturium products for a long time.
The campaign is punching its weight. In the few weeks after launch, it generated five-times the average engagement the brand’s typical campaign receives on social media, Galtere said.
“It’s been highly successful,” Galtere said. “Five-times the engagement is a huge win for us, and it shows us that our community is a big fan of what we’ve done here.”
Naturium’s fast growth post E.l.f. acquisition
Naturium is a bright spot on parent company’s E.l.f.’s balance sheet. The cosmetics brand acquired Naturium in 2023 for $355 million. Roughly three years later, Naturium delivered nearly $250 million in global retail sales in its fiscal 2026 ended March 31, E.l.f. reported in May 2026, according to a SeekingAlpha transcript.
So far in 2026, Naturium is the fastest growing skincare brand within the top 50 of the U.S. market, Galtere said, citing Circana market research data. The brand’s year-to-date growth is a triple-digit percent increase compared to last year, he said.
Plus, there is room to grow, as the brand continues to gain shelf space in retailers such as Boots and Walmart. The brand’s ultimate goal is to be in every U.S. consumer household, Galtere said.
“We have two definitive superpowers which are going to fuel us to that territory, and those superpowers are skin love and our community,” Galtere said.
Campaign Specifics
The brand’s most recent campaign hit on both skin love and community, which is why it is performing so well, he said.
“Our emotional North Star of skin love is the center of our whole marketing strategy,” Galtere said. “How we can form bonds and connections with our community — that’s our marketing strategy.”
Naturium announced a casting call to feature customers in its marketing campaign. Consumers sent a video sharing their Naturium story. After four days it had 2,400 applicants. The brand selected 11 customers to fly within 36 hours to Los Angles for a one-day shoot to share their story. The brand covered their travel expenses and gifted them products, he said.
This was the first time the brand has featured customers in this capacity in its marketing, Galtere said.
Listening to Customers
That said, listening to its customers and what they are saying about its products is a core part of its brand identity.
Naturium launched a mineral-based sunscreen after receiving customer feedback on the launch of its inaugural sunscreen product, which used a chemical filter. The original sunscreen, Dew-Glow, is one of the brand’s top sellers, but it still developed another product to appease the share of consumers who asked for a mineral one.
“It’s one of the things that really binds us tight to our community is we listen to them every single day and when we hear something from them, we action it,” Galtere said.
Naturium Watches Every Social Media Post
And Naturium does a lot of listening. The brand has a team who watches every single piece of content that someone posts about Naturium. The team’s goal is to find creators who could work for the brand in the future. Once that team creates a short list, each week the entire marketing organization sits down to view the videos.
“We all take note and keep in mind who are the people that we can work with in a larger capacity for the future,” Galtere said. “If there’s some real nano creators, have they got a piece of content that really works and do we want to repurpose that in our platforms or in our media.”
This is not a common practice, Galtere said, who has been in the beauty industry for 14 years, including nearly 11 years at L’Oreal.
The Power of the Nano-influencers
These nano-influencers are important because consumers are looking for validation and trust in a product from everyday people, not just what the brand puts out about itself, he said.
“The main source of trust comes from trusted people and those trusted people are your friends, your family, but it’s also who we would call ‘creators,’ people with domain expertise,” Galtere said.
The brand calls its core customers “skintellectual.” These are consumers who are dialed into skincare, are active on Reddit threads and often give tips to their friends and family.
“These real genuine community members are one of the superpowers that really fuels Naturium on its aggressive growth that we’ve had so far,” Galtere said.
Naturium Taps Bretman Rock
Beyond small-scale influencers, for the Glow Better Together campaign, Naturium is working with influencer Bretman Rock, who has about 40 million followers across all social media channels. Rock found Naturium products on his own, making him a good fit for the campaign with his own story to share. It works because he already liked the product and that authenticity comes through, Galtere said.
“We have had a lot of success in our history of working with creators who are actually members of our community,” Galtere said.
