‘I Wasn’t Trying to Sell Naturium in Three Years. I Was Just Trying to Build a Business’ — Susan Yara On Building a $355 Million Brand, Finding Success & Starting Over With Playa

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About this episode

On today’s episode, I’m joined by Susan Yara, beauty entrepreneur and founder of Naturium and Playa, to discuss building standout beauty brands, creating products that truly work, and finding success by focusing on the business—not the exit. We dive into how Susan built Naturium from the ground up, the importance of product quality and innovation, what it takes to create a brand people genuinely want, and why the market doesn’t necessarily need more brands—it needs better ones. Plus, she shares what inspired her to launch Playa, how she approaches product development and retail partnerships, the lessons she learned from building Naturium, and what it’s like to start again with a new brand.…