If you’ve been anywhere near the glossy world of celebrity GRWMs lately, you may have spotted the pastel-hued bottles of Naturium in the background — quietly stealing the spotlight. Amazing but till now, elusively out of accessible reach. However, as of 23 minutes ago, we have hot-off-the-press news that the Los Angeles-born skin care brand with a global cult following officially lands at Sephora Australia and New Zealand tomorrow, October 15. And to say the excitement is real is an understatement.
Founded by beauty expert and digital creator Susan Yara, Naturium has built its reputation on one simple principle: consistency is the key to skin you love. The brand combines potent, clinically tested actives like Vitamin C, Retinol, Niacinamide and Hyaluronic Acid with nourishing botanicals such as Kakadu Plum, Squalane and Jojoba Oil. It’s skin care that bridges science and nature – biocompatible formulations that work with your skin, not against it. Since launching in 2020, Naturium has gone from insider favourite to international phenomenon, thanks to its smart, results-driven simplicity.
But, what really cements Naturium as the brand of the moment is how seamlessly it fits into today’s beauty zeitgeist. We’re in an age where virality and credibility collide – where one swipe on TikTok can turn a product into a sell-out, but only those that genuinely perform keep their place on our bathroom shelves. Naturium sits comfortably at that intersection. It’s not just a social media status thing – it’s earned the respect of professionals, influencers and celebrities alike.
Take Hailey Bieber, the reigning queen of glazed-donut skin, who revealed on Instagram earlier this year that not everything in her beauty routine comes from Rhode. Among her “go-to body combo” is Naturium’s The Glow Getter Multi-Oil Body Butter. “I’ve been using this since I was pregnant and I’ve probably gone through 15 jars at this point,” she confessed. The whipped formula – packed with shea butter, botanical oils, glycerin and squalane – leaves skin luminous, nourished and impossibly smooth. As with everything she approves, HB makes it both elevated and effortless.
Similarly when Demi Moore returned to the spotlight this September with The Substance, a feminist horror film that explores the dark side of beauty obsession, her radiant red-carpet appearances made almost as much noise as the film itself. Her makeup artist revealed that Naturium’s Glow Getter Body Oil gave Moore’s legs their glistening finish – a product that has now become a cult favourite in its own right. It’s the kind of detail beauty lovers live for: a touch of Hollywood glamour grounded in accessible luxury.
Yet, behind the celebrity sparkle, Naturium remains deeply rooted in authenticity. On its website, the brand describes its approach as biocompatible skin care – a meticulous balance between safe synthetics and natural botanicals, designed to strengthen the skin barrier and deliver visible results. Or, in their own words: “We are not a 100% natural brand, nor do we believe we ever will be. We believe in the power of nature and we believe in the advancement of science. We believe the best and safest formulas are realised when tapping into both worlds.”
Instead, Naturium strips away marketing cliches, using every ingredient with a clear purpose. Dermatologist-tested, vegan, cruelty-free and paraben-free, Naturium’s clean formulations reflect what modern consumers want: transparency, science and sustainability, wrapped in understated sophistication.
That’s what makes its arrival at Sephora such a big moment. With price points ranging from $10 to $60, Naturium offers the kind of high-performance formulas that once felt exclusive to the luxury aisle – only now, they’re within reach. “Naturium was created with a mission to make effective, clinically tested products accessible to all, and we can’t wait to see how Australians embrace the brand,” says Yara.
Mark O’Keefe, General Manager of Sephora ANZ, agrees. “Naturium is a perfect addition to our assortment – delivering high-performance skincare that’s effective, accessible and for everyone,” he says.
Naturium’s launch feels perfectly timed. In an era where viral beauty can make or break a brand overnight, it stands out for all the right reasons – not because of a flashy campaign, but because of a genuine commitment to results, ethics and quality. Its arrival marks a new chapter in Australian beauty retail – one that celebrates intelligence over impulse, credibility over clickbait.
So when Naturium hits Sephora shelves and sephora.com.au tomorrow, run. Don’t walk. Because, between the celebrity fans, the social buzz and the serious skin care science, expect shelves (and your FYP) to light up fast. Because this is one of those rare beauty brands that’s as credible as it is clickable.