When it comes to affordable skin care, we really do live in the best of times. We have drugstore heroes like CeraVe and Garnier, offering everyday essentials without breaking the budget. Meanwhile, pioneers like The Ordinary have upended the entire industry with a range 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’s one relative newcomer that’s been churning out one hit after another: Naturium.
The California beauty brand — founded by an entrepreneur and YouTube creator Susan Yarra — was wildly popular in Target’s beauty department (the brand was acquired by elf in 2023). The line of serums, moisturizers, body washes, and lotions are rich in active ingredients like retinol and vitamin C, and nothing in the entire line is under $35. In other words, if you love The Ordinary, you’ll definitely want to get Naturium.
Ahead, we asked our team about their favorite Naturium products to help you identify the ones that are 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.
Naturium Vitamin C Complex Serum
“A lot of people ask me for beauty recommendations, and most of the time, I’d say vitamin C serums are at the top of the list. Everyone’s heard of the benefits of vitamin C at this point — it’s an antioxidant, so it protects against 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 yet effective 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 an ultra-stabilized L-ascorbic acid vitamin C complex, so if you’re sensitive to other vitamin C serums, this might be for you. And at $26, it’s a bargain in my opinion!” — Sara Tan, Beauty Director
Store Target
Naturium Vitamin C Complex Serum, $, available at Target
Naturium The Glow Getter Multi-Oil Hydrating Body Wash
“Let’s address the elephant in the room first: $16 is going to 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 Naturium’s best-selling body care product): it smells great, like summer, the oils don’t make your shower a safety hazard. it doesn’t irritate my adult eczema and it lasts a long time.
“I’m currently on my first bottle of this and have been using it every time I shower for months now, and I still have some left. The formula is thin, so one pump doesn’t take much from the bottle. This is how I justify the cost, à la math girls.” — Tanyel Mustafa, senior writer
Store Target
Naturium Glow Getter Hydrating Body Wash, $, available at Target
Naturium Multi-Peptide Advanced Serum
“I’ve only been using this polypeptide serum for a few days, but it’s quickly become my favorite day serum. It comes in a milky gel texture that keeps my skin plump and smooth without being sticky.
“Peptides are my go-to ingredient for hydration. It’s so effective at nourishing my skin’s barrier without weighing it down too much, and this serum contains multiple blends of good stuff, along with vegan collagen and ferulic acid.” — Venus Wong, senior writer
Store Target
Naturium Multi-Peptide Advanced Serum, $, available at Target
Naturium The Perfector Salicylic Acid Body Wash
“Salicylic acid is a complete product thanks to its ability to gently exfoliate deep into the pores, breaking up the mix of dirt, oil and dead skin cells before they cause breakouts. It features in both my facial and hair routines, so it only makes sense that its powers extend to body care.
“I love how easily it lathers and when I use it, I notice a significant reduction in body spasms – especially in my chest and back – which I’ve been prone to since my early teens. Even better? It’s huge, so you get a lot for your money.” — Jacqueline Kilikita, Associate Beauty Director
Store Target
Naturium The Perfector Salicylic Acid Body Wash, $, available at Target
Naturium Niacinamide Serum 12% Plus Zinc 2%, £18
“I originally came across this product about three years ago. I was dealing with some forehead texture—little bumps, but no breakouts—and after some YouTube research, I decided to try this $21 niacinamide serum. After a few months of consistent daily use, I saw a huge difference in both the softness and dewyness of my skin, and I haven’t looked back since. I can’t tell you how many times I have repurchased this product and have recommended it to family and friends.” — Kate Spencer, Senior Affiliate Partnerships Manager
Store Target
Naturium Niacinamide Serum 12% Plus Zinc 2%, $, available at Target
Naturium Retinol Body Lotion
“Contrary to my job title, I’m incredibly lazy when it comes to skin care — especially my body care routine. I regularly go without moisturizing my ends to have extra time in bed or a few more minutes to enjoy my breakfast, but this product made me believe in body lotion again. The key ingredient is retinol, which removes old, dull skin cells and encourages glowing new ones.
“On first application, this is equal parts rich and silky, but it takes a few minutes to sink in so you can pull your clothes off without sticking to them. I immediately noticed a difference in my skin: my once ashy hands and feet looked shiny, and after a few weeks, the ingrown hairs were few and far between. It made the biggest difference to my cracked heels. So much so that I’ve given up my dedicated foot cream.” — Jacqueline Kilikita, Associate Beauty Director
Store Target
Naturium Retinol Body Lotion, $, available at Target
Naturium Multi-Peptide Moisturizing Cream
“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 resistant to external aggressors, such as pollution. The addition of vitamin C further helps protect the skin from this, while the squalane and glycerin are highly moisturizing and effectively quench dry skin. 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 don’t use acid peels or retinoids.” — Jacqueline Kilikita, Associate Beauty Director
Store Target
Naturium Multi-Peptide Moisturizer, $, available at Target
Naturium Quadruple Hyaluronic Acid Serum 5%
“I often reach for a hyaluronic acid serum whenever I want to boost my skin’s hydration levels. Since trying this product, the other options I already have are not the same. That’s 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 thin, slippery texture, but this one comes in a clear gel and I can tell the difference right away because of how quickly it fades. Instead of feeding your skin with a glass of water, it feels like the skincare equivalent of an IV that goes straight into your system.” — Venus Wong, senior writer
Store Target
Naturium 5% Hyaluronic Acid Quadruple Serum, $, available at Target
Naturium BHA Liquid Exfoliant 2%
“This leave-in exfoliating toner is a must-have for anyone acne-prone or looking 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 anti-inflammatory, so it quickly reduces redness. I like to use it at night, after cleansing, followed by a simple moisturizer. Countless of my beauty editor friends swear by it to clear their skin.” — Jacqueline Kilikita, Associate Beauty Director
Store Target
Naturium BHA Liquid Exfoliant 2%, $, available at Target
Naturium KP body scrub & mask
“I’ve been dealing with KP (keratosis pilaris — rough and uneven skin) on my hands for as long as I can remember, so when I came across this body scrub that doubles as a mask, I was intrigued. Combining both natural exfoliants (jojoba esters and pumice stone) and chemical exfoliants (AHA, BHA and PHA), this scrub is effective while remaining gentle. After a few uses, I could definitely see improvements in my KP, with my skin feeling softer and smoother.
“With a little more consistency, I’m sure I’d see even better results. My only criticism is that it is very thick, which makes it almost impossible to detach from the tube. I think a little improvement in the packaging and we have an almost perfect product.” —Kristine Romano, Associate Editor, Photo & Design
Store Target
Naturium KP Body Scrub & Mask, $, available at Target
Naturium Purple Ginseng Cleansing Balm
“Balm cleansers are the best for removing makeup by miles — I won’t hear otherwise! This is my favorite as it doesn’t sting my eyes (many cleansers do). Removes foundation and mascara with minimal effort and a little goes a long way. No notes!” — Tanyel Mustafa, senior writer
Store Target
Naturium Purple Ginseng Cleansing Balm, $, available at Target
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