The colour of summer may be butter lemon but in the beauty world, all eyes are on Naturium, the skincare disruptor founded by LA influencer-turned-entrepreneur Susan Yara. With its roots in clean, science-backed formulations and a loyal community of skincare enthusiasts, Naturium has quickly evolved from a niche cult favourite to a global contender.
That momentum was solidified when e.l.f. Beauty acquired Naturium in 2023 in an impressive $355 million cash and stock deal, signalling the brand’s growth and stage. Now, Naturium is extending its global glow with a major retail partnership in the UK, launching in over 500 Boots locations, including a premium in-store presence for its viral Glow Getter Body Butter and Body Oil.
To celebrate the milestone, Naturium hosted a standout experiential campaign that mirrored its vibrant, skin-first ethos. Over the weekend of July 18–20, the brand launched a 3-day immersive pop-up at Battersea Power Station in London, taking over the plaza outside Boots with a Glow Getter Smoothie Truck and a curated wellness experience blending skincare, functional drinks, and mindful self-care.
Visitors sipped on the exclusive Glow Getter Smoothie, a beauty-boosting blend infused with skin-loving ingredients like hyaluronic acid and L-glutamine, inspired by Naturium’s signature glow-enhancing formulas. Designed to nourish from the inside out, the sunny coconut-based drink skipped the sea moss trend in favour of clean, efficacious ingredients, a nod to Naturium’s no-nonsense skincare philosophy.
The pop-up wasn’t just about the product, it was a moment to connect. Attendees had the opportunity to meet founder Susan Yara in person, alongside UK television personality Olivia Attwood, bringing a mix of global influence to the event with an exclusive Q&A.
We had the chance to speak with the Naturium team and the creative agency, 5th House PR around the UK expansion and the creative concept behind the Glow Getter Smoothie Truck.
Naturium’s expansion from 100 to over 500 Boots stores marks a major moment for the brand in the UK. What made now the right time, and how does this partnership reflect your global vision for Naturium?
“The expansion from 100 to 500 stores was reflective of our success since launch with Boots. We were one of Top 10 most productive brands in skincare and #3 new brand in our launch year. As the only retailer of premium and mass beauty in the UK, Boots is the right partner to support a wider expansion in the UK. Our Naturium global promise to deliver affordable luxury skincare for (every one) every day is fully aligned to Boots’ commitment to unlock the beauty in every one” commented Naturium.
The Glow Getter Smoothie Truck is such a creative concept. What’s the inspiration behind blending wellness with skincare for this campaign?
“We wanted to bring the NATURIUM skincare philosophy to life in a fun, unexpected yet community-centric way. Skincare isn’t just about what you put on your skin, it’s also about how you treat your body from the inside out. We created the Glow Getter Smoothie Truck as a pop-up experience at Battersea Power Station to celebrate that inside-out glow. The smoothies were inspired by key ingredients in the formulas too – it was all about making skincare feel fun and a little bit playful” added 5th House PR.
This UK debut reflects Naturium’s accelerating international expansion, and its ability to fuse clinical performance with consumer storytelling. Loved by skincare icons like Hailey Bieber, who recently shared she’d gone through “at least 15 jars” of the Glow Getter Body Butter during her pregnancy, the brand’s appeal spans influencers, beauty editors, and dermatologists alike.
With a strong social following, the Natuirum team told us how they balance science-backed skincare with the storytelling that resonates emotionally with your community:
“Our community is very passionate about sharing their experiences with our products… they work! When they find something that makes a difference, they cannot recommend it enough. Results = skin love”
Behind the scenes, creative agency Hyphen and 5th House PR executed the vibrant activation, turning an ambitious brand vision into a multisensory skincare celebration.
Image credits: Hollie Molloy
