Occasionally, we use affiliate links on our site. This in no way affects our editorial decision-making.Susan Yara has worn almost every hat in the beauty industry. After graduating from the University of New Mexico with a degree in journalism, she worked as a broadcast reporter and beauty editor (hey, girl!). From there, she successfully pivoted to content creation, building a loyal following through her educational YouTube channel Mixed Makeup. If you were deep into beauty YouTube between 2014 and 2019, you couldn’t miss her.In 2019, Yara pivoted again — something the Seoul, Korea-born, New Mexico-raised entrepreneur is great at. She founded ingredient-focused skin-care brand Naturium alongside beauty incubator The Center. In 2023, Naturium sold to E.l.f. Beauty for a reported $355 million, making her one of the first-ever beauty creators to successfully build and sell a brand at that scale. This past May, Yara continued to build her portfolio by (re)launching fragrance-forward body and hair-care brand, Playa (after having acquired the rights to it from Forma Brands).Yara is still involved with Naturium, though. So involved, in fact, we caught up with the beauty mogul at E.l.f. Beauty’s office in Los Angeles, where she chatted all things skin care, the creator business, TikTok Shop and more. Photo: Getty Images What’s a beauty trend everyone loves that you just don’t get?People will hop on board with something, even if it’s good, and then they take it overboard. Like barrier care, for instance. It’s great to take care of your barrier. It’s a…
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