- Naturium has launched its "Glow Better Together" campaign, spotlighting its bestselling Glow Getter body care collection with creator Bretman Rock as its lead face.
- Rock's tie to the brand dates back to 2024, when he organically discovered and began recommending Naturium products, making this campaign a natural evolution of an already authentic relationship.
- The campaign features Rock alongside real members of the Naturium community, reinforcing the brand's community-first approach to marketing.
- Naturium is currently the fastest-growing brand in the US skincare top 50, per Circana data through Q1 2026.
Naturium has officially unveiled its “Glow Better Together” campaign, tapping Filipino-American creator Bretman Rock to lead the charge for its bestselling Glow Getter body care line.
The collection, which includes a body wash, body butter, body oil, and body scrub, all anchored by a signature vanilla coconut scent, has become one of the brand’s most beloved franchises.
Rock’s link to Naturium began organically after he discovered the brand in 2024, with what started as an authentic product recommendation quickly evolving into genuine brand affinity.
The campaign casts Rock alongside real Naturium community members, driving home the message that glow is never a solo endeavor.
As the fastest-growing skincare brand in the US top 50 per Circana, Naturium continues to build momentum through highly engaged, community-first storytelling.
This follows the brand’s first-ever campaign, “Every One, Every Where, Every Day,” launched in August 2025, which featured seven community creators including Lindsey Jacobson, Kristyn Hoffman, and Alessandro Cardoso.
On the endorsement front, Rock has recently partnered with blk Cosmetics (April 2025), CASETiFY (May 2025), and CÉCRED, while also landing a deal with fashion brand Bench.
This kind of organic-to-official brand journey is becoming a model in beauty marketing, not unlike how Alix Earle’s deal with Hawaiian Tropic for Summer 2026 grew from a natural fit between creator lifestyle and brand identity.
Similarly, Emma Chamberlain’s starring role in Mugler’s The Womanities fragrance campaign shows how authenticity continues to drive the most talked-about beauty partnerships.
The Glow Getter Collection is available now at Target and Ulta Beauty, as well as at naturium.com. Naturium is a subsidiary of e.l.f. Beauty, which acquired the brand in 2023.
Takeaways
This campaign is a masterclass in what modern beauty marketing should look like. Naturium didn’t just hire a famous face, they let the relationship build in public first and then formalized it. That’s a smarter, more credible play than a cold-call celebrity deal, and audiences can feel the difference.
For Bretman Rock, this is also strategic portfolio building. Between blk Cosmetics, CASETiFY, CÉCRED, and now Naturium, he’s stacking deals across beauty, tech accessories, and haircare, diversifying his brand equity well beyond any single category.
From Naturium’s side, pairing the Glow Getter collection, already a fan favorite, with a creator who has nearly 20 million Instagram followers and a highly engaged beauty audience is low-risk, high-reward.
And choosing to feature real community members alongside Rock signals the brand isn’t just leveraging star power; it’s doubling down on the grassroots credibility that helped it grow in the first place.
Does knowing Bretman Rock was already a fan of Naturium before the deal make you trust the partnership more? Is community-casting in brand campaigns the new standard or just a smart PR move?
