WorkParty
Meet your new Work Wives. WorkParty, the beloved business podcast with over 3 million downloads to date and guests like Sara Blakely, Tyra Banks, Jen Atkin and more is back and brand new. Jaclyn Johnson joined by CEO of Create & Cultivate, Marina Middleton are letting you listen in as they navigate the world of entrepreneurship, motherhood, divorce, female friendships and how they make it all work – mostly. A little work, a little party, pour yourself a glass of champagne and pull up, cause we are about to get down to business.
WorkParty
"Don't Get Attached to Your Brand" Naturium Founder Susan Yara's $355M Exit Story
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She built a skincare empire from a YouTube channel, survived a very public launch controversy, and walked away with a $355M exit. Naturium founder Susan Yara is giving us the unfiltered story of how she built one of beauty's most unexpected brands — and why the best advice she ever got was to never fall in love with what she was building. From predicting her own creator peak to landing in all 1,400 Target doors to selling to E.L.F. Beauty, this is the blueprint ambitious founders actually need.
In this episode, we cover:
🎥 Why Susan started planning her exit from the creator economy before anyone else saw it coming
📊 The analytics move that proved she could convert her audience into real customers
🔥 The launch controversy that could have killed Naturium — and why it didn't
🏪 How Naturium went into all 1,400 Target doors and why you should always ask for more
💰 When and why to take investment as a founder scaling into big box retail
🤝 What the E.L.F. acquisition process actually looked like from the inside — including the Spain trademark that almost killed the deal
🚀 Why Susan stayed with the brand after the sale and what she's building next
✨ Tune in to hear how one of beauty's most unlikely founders built, scaled, and sold a brand entirely on her own terms.
To follow Susan Yara:
https://www.instagram.com/susanyara
To learn more about Naturium:
https://www.naturium.com
Join Us for 2026 World’s Largest Festival for Women in Business here: https://www.createcultivate.com/festival
Get 15% off your Create & Cultivate Festival Tickets with code WORKPARTY15
To follow along with Create & Cultivate:
https://www.instagram.com/createcultivate
www.createcultivate.com
To connect with Jaclyn Johnson: https://www.instagram.com/jaclynrjohnson
To connect with Marina Middleton: https://www.instagram.com/marinaamiddleton
