e.l.f. Expands Global Reach with Retail Launches and Market Growth
e.l.f. announces its largest international retail launch to date in
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e.l.f. is expanding global reach driven by growth in existing non-
Part of e.l.f.’s international expansion strategy is partnering with leading global retailers and distributors who have the scale to make a strong and immediate impact and align with e.l.f.’s vision of positivity, inclusivity and accessibility. e.l.f. also engages with its community before entering a market – driving consumer demand and excitement.
“We see immense potential to make significant impact internationally, fueled by our commitment to make the best of beauty accessible to every eye, lip, face and skin concern,” said
In existing markets, e.l.f. is meeting community demand by tapping into both new and existing partners and continues to broaden its global reach by entering new markets:
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Germany : As previously announced, e.l.f. is expanding inGermany with its largest international retail launch to date in 1,600ROSSMANN locations nationwide.
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U.K. :e.l.f. Cosmetics is now the No. 4 mass makeup brand as compared to No. 8 a year ago.* To build on this momentum,e.l.f. Cosmetics is gaining space in several hundred Boots andSuperdrug locations this fall.
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Mexico : As previously announced, e.l.f. will debut in dozens ofSephora Mexico locations this fall, marking its re-entry in the country and its first time withSephora Mexico . This strategic move helps address local demand for premium-quality products at accessible prices with universal appeal.
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Australia : e.l.f. recently expanded its existing distributor relationship inAustralia by launching in Coles, marking the brand’s first venture into the country’s grocery channel. This fall, e.l.f. will also expand its presence in Priceline.
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Italy :e.l.f. Cosmetics entered Douglas last fall as the No. 1 makeup brand across mass and prestige in all existing doors and has stayed there.** To keep up the forward progress inItaly ,e.l.f. Cosmetics will double the current store space by expanding into hundreds of additional Douglas locations this fall and will launch on Amazon this fall.
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Netherlands :e.l.f. Cosmetics has maintained the No. 1 mass makeup brand ranking in Etos since launch inApril 2024 .***
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Canada :e.l.f. Cosmetics has risen to the No. 4 mass makeup brand, up from No. 6 a year ago.
- Nordics: This fall, e.l.f. is excited to reveal that SÆTHER will serve as the exclusive distributor for e.l.f. in the Nordic region, with new launches anticipated in the following retailers: H&M, Matas, Kicks, Vita, Sokos and Lyko.
By partnering with key retailers and building strong connections with local communities, e.l.f. is well-positioned to continue its successful international growth strategy.
*Source:
** Source: Douglass,
*** Source: Etos,
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