‘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

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. We also talk about personal branding, embracing every side of yourself, balancing motherhood and entrepreneurship, building wealth, and why women don’t have to choose between being fun, feminine, intelligent, and successful. Whether you’re interested in beauty, entrepreneurship, personal branding, or what it really takes to build a lasting company, this episode is packed with fascinating insights and practical advice. Enjoy!

To connect with Susan Yara on Instagram, click HERE.

To check out Susan’s Youtube Channel, click HERE.

To check out Susan’s Podcast, Glow Lab, click HERE.

To shop PLAYA, click HERE.

To connect with Siff on Instagram, click HERE.

To connect with Siff on Tiktok, click HERE.

To learn more about Arrae, click HERE.  

To check out Siff’s LTK, click HERE.

To check out Siff’s Amazon StoreFront, click HERE. 

This episode may contain paid endorsements and advertisements for products and services. Individuals on the show may have a direct, or indirect financial interest in products, or services referred to in this episode.

Visit coyuchi.com/dreambigger for 15% off your first purchase of the most comfortable bedding you’ll ever own (some exclusions apply)

It is time to stop thinking about starting your business and start doing, and you can do that by heading to shopify.com/dreambigger

Give them meals + snacks that are actually right for where kids are developmentally - balanced, intentional and made to support real growth. Go to littlespoon.com/DREAMBIGGER and enter code DREAMBIGGER for 30% off your first order. 

Listeners can get 20% off sitewide at woomoreplay.com with code DREAMBIGGER. That’s woomoreplay.com, and use code DREAMBIGGER for 20% off. 

Produced by Dear Media

See Privacy Policy at https://art19.com/privacy and California Privacy Notice at https://art19.com/privacy#do-not-sell-my-info.