What happened
Business of Beauty — the beauty editorial vertical of Business of Fashion, a Tier A industry publication — is reporting exclusively that Susan Yara, co-founder of skincare brand Naturium, is unveiling a new body and haircare brand called Playa. According to the report, the brand carries a tropical identity and marks Yara's return to brand-building following her work at Naturium. The story is framed as an exclusive reveal, suggesting the details are being disclosed for the first time through this outlet.
Why it matters
Yara built a notable profile in the beauty industry through Naturium, which gained traction among consumers and retailers for its ingredient-focused skincare positioning. A second brand launch from a founder with that track record is the kind of development that tends to draw attention from buyers, investors, and beauty media. The body and haircare category is competitive but continues to attract founder-led entrants, particularly those with established audiences. Yara also has a background in content creation and media, which has historically supported direct-to-consumer brand launches.
What to watch next
This draft is based on a single source — Business of Fashion — and the development is partially verified at this stage. Key details such as retail partners, launch dates, pricing, and investment backing have not been independently confirmed. Editors should seek corroboration before publication. Watch for follow-up coverage from WWD, Glossy, or other Tier A beauty trade outlets, and for any official brand announcement from Yara or Playa directly.
Source · Business of Fashion
