After selling Naturium to e.l.f. Beauty for $355 million in 2023, Susan Yara is making moves now that signal something more ambitious than a single brand success story. They point to a founder building an ecosystem, and we’re here for it.
GlowLab Joins Dear Media
Her podcast, GlowLab, is now part of Dear Media, a network known for turning personality-driven shows into cultural mainstays. GlowLab has always been an extension of her core strength: translating complex beauty information into something usable. Ingredient breakdowns, myth-busting, founder conversations, making it accessible with the same rigor that built her credibility in the first place.
Enter Playa: The Next Brand Chapter
And then there’s Playa.
While many founders might take a pause after a nine-figure exit, Susan proving she is a serial entrepreneur as she is already stepping into her next brand chapter. This time in haircare. On her Instagram she teased, “‘Beach with Benefits,’ Fragrance-forward Haircare & Body Care. May 1st.” Playa seems to represent a natural extension of her brand, clean, elevated, yet accessible.
The Throughline
From being told she was “too old” to start on YouTube, to building and selling a category-defining skincare brand, to even more success in media and launching her next venture, we love to see the Mixed Makeup founder expanding her brand. We’re looking forward to hearing more about Playa in the coming days, and until then we will be listening to her podcast on Dear Media.
