Gloss Angeles Podcast Summary: "How Life Has Changed for Susan Yara After that Major e.l.f. Acquisition"

Release Date: November 13, 2024

In this insightful episode of Gloss Angeles, co-hosts Kirbie Johnson and Sara Tan welcome back special guest Susan Yara to discuss her transformative journey following the major acquisition of her skincare brand, Naturium, by e.l.f. Beauty. The conversation delves into Susan's personal and professional life changes, her approach to managing online presence amid drama, emerging beauty trends, and the significance of inclusivity in skincare marketing.

1. Welcome and Reunion

[00:38] Susan Yara joins Kirbie and Sara, marking her return to the podcast studio after a significant period. The hosts express genuine excitement about having her back, highlighting their longstanding friendship and professional rapport.

Notable Quote:

Sara Tan [00:40]: "I am so happy to be here. Actually, I've never been in studio with you, so this feels actually very special and different."

2. Life and Business Transformation Post-Acquisition

Susan details the rapid growth and expansion of Naturium following its acquisition by e.l.f., emphasizing strategic launches in major retailers like Boots UK, Ulta USA, and Shoppers Drug Mart Canada.

Key Points:

• Expansion into New Markets: "We've recently launched in Boots in the UK... over a thousand doors in the United States."
• Global Scaling: "Because we are working on expanding globally and just expanding the brand in general, it's just been a lot of travel to all these different places."

Notable Quote:

Susan Yara [20:35]: "It's been so fun to be able to, you know, just see them kind of. My mom took up, like, she's starting to play violin now. She's going to the gym."

3. Personal Life Changes: Retirement of Parents and New Beginnings

Susan shares heartfelt moments about retiring her mother, allowing her parents to enjoy newfound leisure activities. Additionally, she opens up about her recent divorce, embracing her single life and co-parenting responsibilities.

Key Points:

• Retiring Her Mother: "I like everybody. She just like, okay, fine. Ruin the fun. Fine."
• Embracing Singlehood: "I just felt like it was time for probably us to move on... entering my hoe era."

Notable Quote:

Sara Tan [21:03]: "I just am so, so in awe of everything that you've done."

4. Navigating Online Drama and Maintaining Privacy

The discussion shifts to Susan's past experiences with online drama during the lockdowns, how it affected her podcast, and the measures taken to address negative comments and misinformation.

Key Points:

• Handling Negative Feedback: Susan acknowledges the challenge of addressing comments taken out of context and the importance of maintaining integrity.
• Privacy Concerns: "I don't know what the future holds... it's creepy as hell."

Notable Quotes:

Kirbie Johnson [11:47]: "But what I also think is that you really just truly don't know what is going on."

Susan Yara [27:27]: "That to me is creepy as hell. So I don't want my kids to have every single milestone."

5. Emerging Beauty Trends: Tablet Beauty and Sustainable Packaging

Kirbie introduces the trend of tablet beauty, where beauty products come in tablet form for sustainability and convenience. They discuss brands like Wanology, Blue Green, and Olay Melting Tablets, exploring the viability and consumer readiness for such innovations.

Key Points:

• Sustainability Focus: Products in aluminum tins and freeze-dried formats reduce packaging waste.
• Consumer Behavior Shift: Challenges in altering established skincare routines for new product forms.

Notable Quote:

Sara Tan [29:20]: "I think if anything, with all the saturation in skincare and beauty, it's cool to see somebody doing something at least different."

6. The Rise of 40+ Makeup Brands

The conversation highlights the emergence of makeup brands specifically tailored for women aged 40 and above, discussing their unique approaches and the importance of targeted marketing.

Key Points:

• Sarah Creel and Maxine’s Revenge: Brands that focus on the needs and preferences of mature skin.
• Inclusivity in Marketing: While some brands niche down, Sarah Yara argues for thoughtful, inclusive marketing without overly segmented target audiences.

Notable Quote:

Kirbie Johnson [41:31]: "It's really cute. And then I learned that when they photograph and do any of their marketing, they don't use women under the age of 40."

7. Inclusivity and Universal Marketing in Skincare

Susan emphasizes Naturium's commitment to inclusivity by creating products that cater to a diverse demographic without targeting specific groups, thereby fostering a sense of belonging among users.

Key Points:

• Genderless Products: "It's complete, it's totally genderless."
• Diverse User Base: "We have 40 men use Naturium, which is huge, especially because we're not targeting men."

Notable Quote:

Susan Yara [47:45]: "We want everyone to look at it and just be like, oh, that brand was made for me and not feel like it was made for you because we targeted you."

8. Naturium’s New Multi-Peptide Rich Moisturizer Launch

Susan unveils Naturium's latest product—a multi-peptide rich moisturizer designed to compete with luxury creams by offering high-quality hydration without the exorbitant price tag.

Key Points:

• Product Features: Thick texture with a "water break," infused with copper peptides for enhanced skin hydration and lifting effects.
• Affordability and Efficacy: Aimed to rival expensive creams, making effective skincare accessible.

Notable Quote:

Susan Yara [50:56]: "We wanted it to really, you know, when you think about all the, like, luxurious creams on the market and how expensive they are... it's a beautiful moisturizer."

9. Conclusion and Future Teasers

As the episode wraps up, the hosts express admiration for Susan's achievements and hint at future collaborations, reflecting on the deep connections within the beauty industry.

Notable Quote:

Kirbie Johnson [52:31]: "We need a part three about two years after the last time you were on."

Final Thoughts

This episode of Gloss Angeles offers a comprehensive look into Susan Yara's evolving life post-acquisition, her strategies for maintaining authenticity amidst online challenges, and her forward-thinking approach to beauty trends and inclusive marketing. Listeners gain valuable insights into the dynamics of scaling a beauty brand, the importance of targeted yet inclusive product development, and navigating personal transformations in the public eye.

Notable Mention: At the beginning and end of the episode, Ryan Reynolds features a promotional segment for Mint Mobile, which is seamlessly integrated and promptly skipped by the hosts to focus on the core content.

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