Viral skincare brand Naturium announced its expansion into Ulta Beauty stores nationwide. This move comes nine months after Naturium was acquired by e.l.f. Beauty.

Naturium's clinically effective yet accessible skincare and body care products will now be available in all 1,400 Ulta Beauty stores across the United States. This marks the largest assortment of skin, body, and lip care in retail for the brand to date.

"Our Naturium community was loud and clear about which retailer they wanted to see us in next, and we're happy to always give them what they ask," Susan Yara, the founder of Naturium, said. "This partnership will give us the opportunity to offer a larger selection of products in-store, so they're even more accessible and easy to purchase."

The collaboration aligns with Naturium's "Skincare for Everywhere" strategy, which aims to provide clinically effective skincare at accessible price points. 

Over 45 of Naturium's ingredient-led, educationally-backed products, including four fan favorites, will be exclusively available at Ulta Beauty.

Naturium and Ulta will collaborate on creating social media content, events, influencer campaigns, as well as e-commerce and in-store touchpoints, including displays and beauty advisor education.

To date, Naturium is available in five countries: the U.S., Canada, the U.K., Italy, and Australia. 

The brand's products will be available to shop in all Ulta Beauty stores nationwide and online starting July 14.

This expansion into Ulta Beauty is seen as a significant milestone for Naturium following its acquisition by e.l.f. Beauty, which has been instrumental in broadening the brand's distribution and reach. 

Naturium continues to deepen its connection with its community, now consisting of over 500,000 active members who have played a role in guiding the brand's global expansion.