This 1 Thing: The Target Skincare Brand That Has Taken Over My Bathroom
Just a smalllll selection of the Naturium skincare products that have taken over my bathroom.
You ever used a beauty product and it worked so well that you had to tell your friends and family about it ASAP? “This 1 Thing” is a bi-weekly series where I review one thing that I’ve tried and you’ll probably become obsessed with it, too.
I am a proud card-carrying member of the “I don’t shop with a list at Target because it’s all just vibes” society. With my oat chai in hand from Starbucks and my kid strapped inside the shopping cart holding a toy from the dollar section, I can stroll down the brightly-lit aisles and discover beauty products with ease. However, there is one Target skincare brand that I was introduced to long before even stepping inside of the “red-and-white store,” as my 4-year-old calls it.
Naturium is a “proudly made in the U.S.A., high-performance and dermatologist-tested” skincare brand. Yes, those are three things I’d imagine most consumers would look for when shopping for beauty products. But the No. 1 thing that stood out to me was the co-founder of Naturium. Susan Yara is a beauty and lifestyle expert and Youtuber/podcaster behind Mixed Makeup and FAM: For All Moms. She is one of career inspirations going back to my beauty director days, as Susan previously held roles at PopSugar and New Beauty Magazine.
Having the intel of knowing that a lot of beauty brands pump out collections with lofty claims and without results-driven formulations to back them up, I had a gut feeling that she’d come correct with Naturium. She has handpicked a stellar advisory board made up of board-certified doctors, surgeons, dermatologists and a leading esthetician to also offer insight into the formulations. While Susan did face criticism for not initially disclosing her connection to the brand when promoting it, she did the right thing by apologizing to her community and simply letting the products speak for themselves. Because at the end of the day, I need to see for myself!
It’s been two years since Susan personally reached out to me and now my bathroom storage and medicine cabinet can practically double for Naturium displays. Albeit, a bit cluttered but when guests peek inside, they know that I’m a huge fan. Here’s why I became a Naturium ambassador.
What I like… Each Naturium product you’ll find at Target stores and online is labeled concisely with what exactly it does and the ingredients that make it work. Even for a beauty expert like myself, who has had the privilege of learning a thing or two from chemists, estheticians and dermatologists about cosmetic labels, I don’t take this matter-of-fact approach lightly. It helps to eliminate or reduce confusion when shopping for skincare no matter what your level of competence.
For example, one of my favorites — The Glow Getter Multi-Oil Hydrating Body Wash — is clearly touted as having an oil-to-gel formula and being intensely nourishing thanks to a combo of glycerin, linoleic-rich oils and plant-derived squalane. The proof is honestly in how incredibly soft, luminous and hydrated my skin feels every time I lather up my African exfoliating mesh with this body wash. I’m now on my third bottle.
The intention behind what products to roll out is also another reason why I am a believer in Naturium. The brand has curated collections made up of non-intimidating products that can be used alongside what you already use and like, including vitamin C and niacinamide serums, cleansing balm, eye cream and moisturizer. FYI: The Dew-Glow Moisturizer SPF 50 is definitely darker skin-friendly (no ashy or grayish complexion) and makes for a moisturizing base when wearing face makeup.
Last but not least, it’s the price point for me! I am talking about a Target skincare brand, though shopping for beauty products can add up. With Naturium items costing $25 and under, you won’t have to worry about going broke for the sake of clear skin. And the amount of product that’s packed into the functional packaging is pretty substantial. I gifted my mother the Skin Barrier Bundle (full disclosure: you’ll only find this directly at Naturium.com) during her Holiday 2022 visit and she’s still using the set. But she did make a point during a recent FaceTime call to let me know that she’ll need to re-up once it’s time.
What could be better… As a Naturium ambassador, I have access to the latest and greatest on a rolling basis. Yet, I still go to Target to shop and I’ve run into issues where the body wash or facial moisturizer that I need ASAP is completely sold out! That’s not entirely a bad thing on the brand’s part because it signifies that people really do love it. I would also like to see more of the exclusive collections like the Skin Barrier Set made with calming marshmallow root available at the big box retailer. It’s just too good not to make it readily accessible to the masses.