E.l.f. is expanding its market reach in non-U.S. markets. Currently, e.l.f. has a retail presence in 14 countries, with additional global distribution via eShopWorld. 
 
In the first quarter of Fiscal Year 2025, reported last month, non-U.S. markets represented 16% of e.l.f. Beauty’s total net sales.
 
Tarang Amin, Chairman and CEO, e.l.f. Beauty, said,
 
“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. Our approach is a combination of a disciplined sequential strategy with leading beauty retailers while meeting the call of our community where they are asking for our presence.”
 
As part of e.l.f.’s international expansion strategy, the company 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. 
 
The company is entering new countries as well as expanding on existing retail partnerships.
 
Mexico: As previously announced, e.l.f. will debut in dozens of Sephora Mexico locations this fall, marking its re-entry in the country and its first time with Sephora Mexico. This strategic move helps address local demand for premium-quality products at accessible prices with universal appeal.
 
Germany: As previously announced, e.l.f. is expanding in Germany with its largest international retail launch to date in 1,600 Rossmann locations nationwide.
 
U.K.: e.l.f. Cosmetics is expanding into several hundred Boots and Superdrug locations this fall.
 
Australia: e.l.f. recently expanded its existing distributor relationship in Australia 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.
 
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.
 
Italy: e.l.f. Cosmetics entered Douglas last fall; to keep up the forward progress in Italy, 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.

Read Next