Naturium Expands to Sephora Mexico and Canada

e.l.f. Beauty’s Naturium brand is expanding its North American retail footprint with Sephora, launching exclusively at Sephora Mexico stores and Sephora.com.mx while broadening availability online and in Sephora Canada stores nationwide. Happi covered the expansion on Sept. 17, highlighting Naturium’s biocompatible skincare positioning as affordable luxury for face and body and its push to put clinically framed formulas into more everyday routines across the continent.

A Business Wire release carried by Financial Post dated Sept. 9 said availability began that day at sephora.com/ca/en/ and in Sephora Canada stores, with Mexico exclusivity at Sephora Mexico doors and Sephora.com.mx. Founded in 2019 and acquired by e.l.f. Beauty in 2023, Naturium says the two-market addition brings it to six regions globally. The brand’s pitch remains simple: effective skincare should be easy to understand, biocompatible with individual skin biology, and priced for regular use rather than rare splurges.

President Suzanne Pengelly called international retail growth “incredibly meaningful,” saying Naturium has been working to expand its presence and get bestselling formulas into more hands. Sephora Mexico CEO Mauricio Padilla welcomed the brand’s mix of innovation, clinical efficacy, and accessible pricing, calling Sephora Mexico its exclusive retail destination in that market. The partnership extends Naturium beyond U.S. Target and Ulta shelves into neighboring prestige beauty doors without abandoning the “skin love for everyone” framing that built its community. For e.l.f. Beauty, the Sephora corridor also reinforces Naturium as a growth brand that can travel from mass and specialty U.S. aisles into curated international prestige retail.

Assortments at Sephora Canada and Mexico include bestsellers such as Glow Getter Multi-Oil Hydrating Body Wash, Glow Getter Multi-Oil Body Butter with an 81 percent multi-oil complex, Multi-Peptide Moisturizer, and Vitamin C Complex Serum with gold-stabilized vitamin C in a pH-balanced delivery. Naturium markets the lineup as clean, vegan, paraben-free, and double-certified cruelty-free, pairing botanicals with potent actives for head-to-toe routines.

To mark the Canadian push, Naturium rolled out a brand campaign featuring Canadian community members and long-time creator fans who have championed the line for years, plus an experiential activation on Sept. 12 in Toronto at The Well with product education, customized skincare routines, a photobooth experience, and gifting. For shoppers hunting clinically framed, biocompatible formulas without luxury markups, the Sephora Mexico exclusive and Canada-wide expansion put Naturium where prestige browsers already browse—online and in store—across two fresh North American markets. Happi’s Sept. 17 write-up and the Sept. 9 Business Wire timing together mark the same retail chapter: exclusive Mexico doors plus a Canada-wide Sephora footprint for an e.l.f. Beauty skincare label built on everyday use.