Ep 53: From Journalism to Skincare: Susan Yara on Launching Naturium & Selling For $355 Million

In this episode of Ladies Who Launch, Rochelle Humes down with Susan Yara — journalist, beauty editor, YouTube creator, and founder of Naturium, acquired for $355 million — to unpack the extraordinary journey behind one of the most influential women in modern beauty.

Susan opens up about her upbringing in rural New Mexico, how being “the good kid” shaped her self-worth, and what it really took to break away from expectations to build a life on her own terms. From studying journalism to becoming one of the original beauty creators on YouTube, Susan shares the lessons, mistakes, and mindset shifts that helped her evolve through multiple career chapters.

We dive into:

• How Susan navigated identity, family pressure, and ambition

• The shift from traditional media to online video and influence

• Why transparency and accountability matter in beauty

• The reality of pitching, building, and scaling a brand

• The mindset that led to Naturium's $355M acquisition

• Motherhood, burnout, and choosing yourself

• Why women should “live in the cringe” and take up more space

• Her advice for aspiring founders and creators feeling stuck or scared to start

This episode is filled with honesty, depth, and the kind of perspective you only get from a woman who’s lived multiple lives — and reinvented herself every time.

Perfect for: aspiring female founders, corporate women contemplating a pivot, content creators, beauty lovers, and anyone who needs permission to be bold, imperfect, and unapologetically ambitious.

KEY TOPICS AND TIMECODES

• Early Life & Family Values: 00:02:06 - 00:05:09
• Work Ethic & Parenting Philosophy: 00:05:09 - 00:07:12
• Education & Journalism Career: [00:07:51 - 00:11:16
• Digital Media & Beauty Industry Insights: 00:12:03 - 00:18:41
• Honest Content & Community Trust: 00:18:41 - 00:24:55
• Naturium: Launch & Growth Story: 00:26:02 - 00:42:30
• Brand Acquisition & Leadership: 00:42:57 - 00:47:42
• Accessible Skincare Philosophy: 00:48:13 - 00:51:24
• Founder Role Evolution: 00:51:45 - 00:55:27
• Success, Self-Care & Advice: 00:56:03

FOLLOW SUSAN

https://www.instagram.com/susanyara/

https://www.instagram.com/naturium/

https://www.instagram.com/mixedmakeup/

www.naturium.com

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