This profile is part of the Glossy Pop guide to influencer-founded brands, covering the fashion, beauty and wellness companies started by people who built their careers on social media.
Who: Susan Yara (Naturium)
Platform & Following: YouTube (Susan Yara: 319K followers, Mixed Makeup: 1.4 million followers), Instagram (400K followers)
What are you known for & how did you get your start?
I’m mostly known for skin-care tips and product reviews, but as a former beauty editor and industry veteran for two decades, I talk about all aspects of beauty including makeup, hair care and cosmetic procedures. I grew my following by sharing what I have learned from personal experiences and working behind-the-scenes with brands and different experts like plastic surgeons and dermatologists. I think it helps that I’m also a little more mature than most influencers in the industry, so I bring a lot of wisdom. My followers have known me since I was a newlywed to now, as a mom with two kids and a skin-care brand!
What’s the brand: Skin care
Find it: Naturium.com, Target, Amazon
Why did you decide to bring a brand into this crowded marketplace?
I decided to create the skin-care brand that my followers continued to ask for: affordable, but highly effective and thoughtfully formulated, just like prestige and medical-grade brands. There are some wonderful drugstore brands on the market, but they can feel very utilitarian. So Naturium fills that little white space that seemed to be missing. You feel like you’re treating yourself each time you buy one of our products without breaking your budget! Plus, we offer products that target a wide array of skin issues and continue to create products that meet every individual’s needs. Skin-care consumers are much savvier these days, which is why I think they love us so much.
Fun Fact: We sell a bottle of our Niacinamide Serum 12% Plus Zinc 2% every 60 seconds!
Best Seller: Niacinamide Serum 12% Plus Zinc 2%
To read the rest of The Glossy Pop guide to influencer-founded brands, click here.
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