When it comes to affordable skincare, we really are living in the best timeline. We’ve got drugstore heroes such as CeraVe and Garnier, which offer everyday essentials without breaking the budget. Meanwhile, trailblazers like The Ordinary have turned the whole industry on its head with an array of reasonably priced, results-driven products anchored by active ingredients like retinal and hyaluronic acid. While there are already plenty of affordable beauty brands in the mix, there is one relative newcomer that has produced one hit after the next: Naturium.
The Californian beauty brand — founded by entrepreneur and YouTube creator Susan Yara — has been a hugely popular over at Target’s beauty section (the brand was acquired by e.l.f. in 2023). The lineup of serums, moisturizers, body washes and lotions are rich in active ingredients like retinol and vitamin C, and nothing in the whole lineup exceeds $35. In other words, if you love The Ordinary, you will absolutely want to stock up on Naturium, too.
Ahead, we’ve polled our team on their favorite Naturium products to help you nail down the ones most worth your money.
All linked products are independently selected by our editors. If you purchase any of these products, we may earn a commission.
“A lot of people ask me for beauty recommendations and more often than not, I’d say vitamin C serums are at the top of the list. Everyone has heard about the benefits of vitamin C at this point — it’s an antioxidant, so it protects from environmental aggressors, brightens dull skin, helps with fine lines, and can even boost collagen. The thing is, there are so many available on the market and they can cost a pretty penny.
“I’m quick to tell people that you can find an affordable but efficacious vitamin C thanks to Naturium. I love this product so much. I’ve gone through so many bottles at this point. It’s made with a highly stabilised L-ascorbic acid vitamin C complex, so if you’re sensitive to other vitamin C serums, this one might be the one for you. And at $26, it’s a bargain in my opinion!” — Sara Tan, Beauty Director
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Naturium Vitamin C Complex Serum, $, available at Target
“Let’s address the elephant in the room first: $16 will be a lot for many people to spend on body wash. However, if you can be swayed, here’s why I love it (and why it’s the bestselling Naturium body care product): it smells delicious, like summer, the oils don’t make your shower a slip-n-slide safety hazard, it doesn’t irritate my adult eczema, and it lasts a very long time.
“I’m currently on my first bottle of this and I’ve been using it every time I shower for months, and I still have some left. The formula is thin, so one pump doesn’t take much out of the bottle. This is how I justify the cost, à la girl math.” — Tanyel Mustafa, Senior Writer
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Naturium Glow Getter Hydrating Body Wash, $, available at Target
“I have only been using this multi-peptide serum for a handful of days, but it has quickly become my favorite daytime serum. It comes in a milky-gel texture that keeps my skin plump and smooth without feeling sticky.
“Peptides are my go-to ingredient for hydration. It’s so effective at nourishing my skin barrier without weighing heavily on it and this serum contains multiple blends of the good stuff, along with vegan collagen and ferulic acid.” — Venus Wong, Senior Writer
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Naturium Multi-Peptide Advanced Serum, $, available at Target
“Salicylic acid is an all-rounder thanks to its ability to gently exfoliate deep inside the pore, breaking up the mixture of dirt, oil and dead skin cells before they can cause a breakout. It makes an appearance in both my facial skincare routine and my hair routine, so it makes sense that its powers also extend to body care.
“I love just how easily this lathers up, and when I use it, I notice a significant reduction in body breakouts — especially on my chest and back — which I’ve been prone to since my early teens. Even better? It’s huge, so you get a lot of bang for your buck.” — Jacqueline Kilikita, Deputy Beauty Director
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Naturium The Perfector Salicylic Acid Body Wash, $, available at Target
“I originally found this product about three years ago. I was dealing with some forehead texture — little bumps, but not breakouts — and after some YouTube research, I decided to give this $21 niacinamide serum a try. After a few months of consistent daily use, I saw a huge difference in both my skin’s smoothness and dewiness, and I haven’t turned back since. I can’t tell you how many times I’ve repurchased this product and recommended it to family and friends.” — Kate Spencer, Senior Affiliate Partnerships Manager
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Naturium Niacinamide Serum 12% Plus Zinc 2%, $, available at Target
“Contrary to my job title, I’m incredibly lazy when it comes to skincare — specifically my body care routine. I regularly go without moisturising my limbs in favor of extra time in bed or a few more minutes to enjoy my breakfast, but this product made me believe in body lotion again. The star ingredient is retinol, which chips away at old, dull skin cells and encourages shiny new ones.
“On first application, this is equal parts rich and silky but it takes moments to absorb, so you can pull on your clothes without getting stuck in them. I noticed the difference in my skin immediately: my once ashen arms and legs looked glossy, and after a few weeks, my ingrown hairs were few and far between. It made the most difference on my cracked heels. So much so that I’ve ditched my dedicated foot cream.” — Jacqueline Kilikita, Deputy Beauty Director
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Naturium Retinol Body Lotion, $, available at Target
“I recently finished my second tube of this moisturizer — it’s that good. Peptides are essentially proteins that strengthen the skin and make it more resilient to external aggressors, like pollution. The addition of vitamin C further helps protect skin against this, while squalane and glycerin are highly moisturising and quench dry skin effectively. It absorbs quickly and makes my skin look and feel smooth. I like to use it in the morning before sunscreen as well as in the evening on nights when I’m not using exfoliating acids or retinoids.” — Jacqueline Kilikita, Deputy Beauty Director
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Naturium Multi-Peptide Moisturizer, $, available at Target
“I often reach for a hyaluronic acid serum whenever I want to up the hydration levels of my skin. Ever since I gave this product a try, the other options I already own just don’t hit the same. This is because Naturium’s serum contains hyaluronic acid in four different molecular weights, which helps your skin absorb moisture faster. A lot of hyaluronic acid products have a diluted, slippery texture, but this one comes in a clear gel and I can immediately tell the difference due to how quickly it quenches. Rather than feeding your skin a glass of water, it feels like the skincare equivalent of an IV drip that goes straight into your system.” — Venus Wong, Senior Writer
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Naturium Quadruple Hyaluronic Acid Serum 5%, $, available at Target
“This leave-on exfoliating toner is a must for anyone who is acne-prone or keen to get rid of blackheads. Again, it features gently exfoliating salicylic acid — at an effective concentration of 2%, no less — to unclog pores. It’s also an anti-inflammatory, so it brings down redness quickly. I like to use this in the evening, after cleansing, followed by a simple moisturizer. Countless beauty editor friends of mine swear by it to clear up their skin.” — Jacqueline Kilikita, Deputy Beauty Director
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Naturium BHA Liquid Exfoliant 2%, $, available at Target
“I’ve been dealing with KP (keratosis pilaris — rough and bumpy skin) on my arms for as long as I can remember, so when I came across this body scrub that also doubles as a mask, I was intrigued. Combining both physical exfoliants (jojoba esters and pumice) and chemical exfoliants (AHA, BHA and PHA), this scrub is effective while still being gentle. After a few uses, I could definitely see improvements in my KP, with my skin feeling softer and smoother.
“With a little bit more consistency, I’m pretty certain I would see even better results. My only criticism is that it’s very thick, which makes it near impossible to squeeze out of the tube. I think a slight improvement in the packaging and we’ve got a near-perfect product.” — Kristine Romano, Associate Editor, Photo & Design
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Naturium KP Body Scrub & Mask, $, available at Target
“Balm cleaners are the best for cleansing makeup by a clear mile — I won’t hear otherwise! This one is a favorite of mine as it doesn’t sting my eyes (a lot of cleansers do). It removes foundation and mascara with minimal effort and a little goes a long way. No notes!” — Tanyel Mustafa, Senior Writer
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Naturium Purple Ginseng Cleansing Balm, $, available at Target
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