In the world of skincare, one name has been making waves for its commitment to clean and effective products: Susan Yara. She didn’t just build a skincare brand, she built trust in an industry that desperately needed it. Long before “skinfluencer” became a buzzword, Susan was breaking down ingredient lists, debunking beauty myths, and teaching women how to care for their skin with clarity and confidence.
Today, as the founder of Naturium (a brand recently acquired) Susan stands at the intersection of science-backed beauty, transparency, and modern entrepreneurship — proving that credibility is the most powerful currency in skincare.
When asked about herself, this is what Susan had to say: I'm the founder of Mixed Makeup, a new women's lifestyle YouTube channel. Check it out after you read this! Before that, I was NewBeauty Magazine's Editorial Video and Interactive Director where I produced and hosted videos featuring top beauty industry experts and products, while overseeing editorial content and social media strategy for NewBeauty.com. I have worked as a beauty reporter and producer for PopSugarTV and as an editor at Totalbeauty.com.
My on-camera career started at News12 The Bronx in New York City and continued at Forbes.com where I was a lifestyle reporter/writer and on-camera host. My work has appeared in publications like PEOPLE magazine where I was a freelance reporter for years, New York Post, CNBC.com, Businessweek.com, Yahoo!, AOL, and MSNBC.com. I have also appeared on television and radio shows like MSNBC, Oprah and Friends, Forbes Radio, Fox News, and the Miss America Pageant where I competed as Miss New Mexico 2004.
Susan’s career didn’t start with viral ambitions, it started with expertise. With a background in journalism and beauty reporting, she understood both sides of the industry: the editorial gloss and the science beneath it.
Her early YouTube content focused on what no one else was explaining clearly at the time:
That no-nonsense approach quickly earned her a loyal following. Susan became the creator women trusted; not to sell them a fantasy, but to help them build routines that worked.
In 2019, Susan co-founded Naturium, a skincare line built on a simple but radical promise: effective formulations, full ingredient transparency, and accessible pricing.
Naturium’s philosophy is clear:
From viral serums to barrier-supporting moisturizers, Naturium quickly became a staple in medicine cabinets and skincare routines alike. The brand’s success wasn’t driven by hype, it was driven by education and trust.
When Naturium was acquired by e.l.f. Beauty in 2023, it marked a defining moment in modern beauty entrepreneurship. The acquisition wasn’t just a win for Susan, it was validation that creator-led brands built on integrity can scale without losing credibility.
Susan stayed closely involved post-acquisition, ensuring the brand maintained its formulation standards and brand ethos. The move positioned her not just as a founder, but as a blueprint for the next generation of beauty entrepreneurs.
Beyond her career in the beauty industry, Susan Yara is a mother. She often shares glimpses of her personal life on social media, showcasing her dedication to family and work-life balance. Her authenticity and relatability have endeared her to her audience, making her a role model for many aspiring entrepreneurs and working mothers.
Yara says that her motivation is her son Nikash. There was a time when her life revolved around her career only, and while she loved that, she was getting burnt out and felt like she didn’t have direction. Eventually she decided to start her own company so she could build a life that revolved around work AND her family.
"I’m busier than I have ever been, but I can create my own schedule and I get to work from home often. My clients have also been really accommodating—I even took him on video shoots when he was really little. I also really love knowing I can show him that a strong, empowered woman can also be a great mom. I want to be that example for him." - Yara
At the beginning of 2025, she very authentically and candidly opened up to her followers regarding her divorce. She addressed allegations and assumptions around the social drama surrounding the situation, and clarified that her and her ex-husband are both happy with the decision.
Susan Yara's journey from beauty journalism to founding Naturium is a testament to her passion, dedication, and expertise in the skincare industry. She has successfully merged her love for skincare with her commitment to clean beauty, offering consumers effective and affordable products. With her strong presence on social media and her genuine approach to skincare education, Susan Yara has undoubtedly left an indelible mark on the beauty world, inspiring countless individuals along the way.
