"Don't Get Attached to Your Brand" Naturium Founder Susan Yara's $355M Exit Story

In this episode of Work Party, hosts Jacqueline Johnson and Marina Middleton sit down with Susan Yara, founder of skincare brand Naturium, which was acquired by Elf Beauty for $355 million in 2023. Susan shares her unconventional journey from journalist and YouTube creator (with her channel Mixed Makeup) to building a brand that leveraged her massive, trust-based audience into a $90 million annual revenue business in just five years. She reveals how she pivoted from solo bootstrapping to partnering with Ben Bennett during the pandemic, navigating a chaotic launch fueled by online drama that unexpectedly amplified brand awareness. The conversation dives deep into her strategic mindset—building to sell from day one, prioritizing trust over virality, and focusing on a diverse product roadmap to serve personalized skincare needs. She also unpacks the critical role of retail partnerships (especially Target), the importance of trademarks and due diligence, and why she chose Elf Beauty as her ideal acquirer. Despite the exit, Susan remains deeply involved, launching her new brand Playa—a bold, fragrance-forward hair and body care line—showcasing her evolution from educator to full-fledged entrepreneur. Her candid insights on growth levers, the myth of 'hustle culture,' and the future of brand building in an AI-saturated world make this a must-listen for founders.