BeautyRival – Naturium, the skincare brand known for combining science and accessibility, is stepping beyond the digital world for the first time. This weekend, the brand is launching Consistency Club on Tour, a community-driven pop-up event in Los Angeles.
The three-day tour kicks off Friday at The Brig on Abbot Kinney Boulevard in Venice. Then, it moves to Sportsman’s Lounge in Studio City on Saturday before wrapping up Sunday at the Melrose Place Farmers Market.
This roadshow is part of Naturium’s new campaign, “Every One, Every Where, Every Day.” Through this initiative, the brand highlights the value of consistency in skincare routines.
Founder and influencer Susan Yara explained why the launch starts in Los Angeles:
“It’s our home. It’s where Naturium was founded, and the city continues to inspire our team.”
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Naturium debuted in 2019 with a mission to make effective, clinically tested skincare affordable. At the time, prices averaged around $20, with the Vitamin C Complex Serum being one of the higher-priced items at $52.
However, the brand’s rapid growth soon caught the industry’s attention. By 2023, E.l.f. Beauty acquired Naturium for $355 million, cementing its place among global skincare leaders.
At the Consistency Club on Tour, skincare lovers can engage in multiple interactive experiences. For example, visitors will be able to:
Naturium’s chief marketing officer, Jake Galtere, emphasized the importance of in-person experiences:
“We are a digitally native brand, but immersive events help us connect more deeply with people. These touch points bring our mission to life.”
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Currently, Naturium products are sold at Target, Ulta Beauty, and Amazon. Yet the brand is not stopping there. In fact, it is preparing for its first international rollout.
According to Suzanne Pengelly, president of skincare at E.l.f. Beauty:
“In October, we’ll launch with Sephora in Australia. It’s the ultimate beauty destination, and we’re excited to grow together.”
Rather than focusing on one flagship store, Naturium is taking a different approach. Instead, the brand aims to bring skincare education and expertise directly to communities through events like this roadshow.
By prioritizing accessibility, Naturium shows that skincare is more than just products. It is also about learning, sharing, and building a supportive community that values healthy skin every day.
