elf Announces Largest International Launch to Date in Germany with ROSSMANN, Entry into Sephora in Mexico and Expansion into Existing Markets
OAKLAND, Californie, September 05, 2024–(BUSINESS WIRE)–elf is expanding the reach of its unique value proposition, innovative strength and breakthrough marketing engine through growth in existing non-U.S. markets and consumer demand in new regions around the world. elf currently operates in 14 countries, with additional global distribution through eShopWorld. In the first quarter of fiscal 2025 reported last month, non-U.S. markets accounted for 16% of e.lf Beauty’s total net sales.
For the full year, FY2024 sales increased 91% year-on-year.
Part of e.lf’s international expansion strategy involves partnering with leading global retailers and distributors who have the scale to make a strong, immediate impact and align with e.lf’s vision of positivity, inclusivity and accessibility. elf also engages with its community before entering a market, generating consumer demand and excitement.
“We see immense potential in our ability to make a meaningful impact on a global scale, based on our commitment to making the best of beauty accessible to every eye, lip, face and skin concern,” said Tarang Amin, President and CEO of e.lf Beauty. “Our approach is a combination of a disciplined, sequential strategy with leading beauty retailers while answering the call of our community wherever they ask for our presence.”
In existing markets, elf is responding to community demand by leveraging new and existing partners and continues to expand its global reach by entering new markets:
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Germany : As previously announced, elf is expanding into Germany with its largest international retail launch to date in 1,600 ROSSMANN stores across the country.
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United Kingdom : elf Cosmetics is now the 4th largest mass-market makeup brand, up from 8th a year ago.* To continue this momentum, elf Cosmetics is expanding into several hundred Boots and Superdrug stores this autumn.
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Mexico: As previously announced, elf will debut in dozens of Sephora Mexico stores this fall, marking its return to the country and its first collaboration with Sephora Mexico. This strategic move helps meet local demand for high-quality products at accessible prices with universal appeal.
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Australia: elf recently expanded its retail relationships in Australia by launching into Coles stores, marking the brand’s first foray into the country’s grocery channel. This autumn, elf will also be expanding its presence at Priceline.
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Italy : elf Cosmetics entered Douglas last fall as the #1 prestige, mass-market makeup brand in all existing stores and has held steady.** To continue growing in Italy, elf Cosmetics will double its current store footprint by expanding to hundreds of additional Douglas locations this fall and will launch on Amazon this fall.
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Nordic countries: This fall, elf is pleased to reveal that SÆTHER will be the exclusive distributor of e.lf in the Nordic region, with new launches planned at the following retailers: H&M, Matas, Kicks, Vita, Sokos and Lyko.
By partnering with key retailers and building strong connections with local communities, elf is well positioned to continue its successful international growth strategy.
* Source: elf Cosmetics based on data reported by NielsenIQ through its Scantrack service for the Mass Market Color Cosmetics category for the 12-week period ending June 15, 2024, for the UK market. Copyright © 2024, Nielsen Consumer, LLC.
** Source: Douglas, Italy, August 2024
*** Source: Etos, Netherlands, August 2024
About e.lf Beauty:
elf Beauty (NYSE: ELF) is founded on the belief that elfing is possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through a commitment to positivity, inclusion and accessibility. Our mission is clear: to make the best of beauty accessible to every eye, lip, face and skin tone. e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People et NATURE are purpose-driven, results-driven, and elevated by our superpowers. elfelf Beauty is double-certified Cruelty Free by Leaping Bunny and PETA, offers elf clean and vegan products, and is proudly the first beauty company to achieve Fair Trade certification across its entire supply chain. Goodness of heart is at the heart of our ethos: we donate 2% of our net profits to organizations that make a positive impact. Learn more at www.elfbeauty.com
Forward-Looking Statements
This press release contains forward-looking statements within the meaning of the federal securities laws. All statements, other than statements of historical fact, included in this press release that address activities, events or developments that we expect, believe or anticipate will or may occur in the future are forward-looking statements. Although e.lf Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of certain events may differ materially from these expectations. Factors that could cause actual results to differ materially from the forward-looking statements include, among others, the risks and uncertainties described in e.lf Beauty’s filings with the Securities and Exchange Commission. Prospective investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, elf Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future.
The text of the press release resulting from a translation should in no way be considered official. The only version of the press release that is authoritative is that of the press release in its original language. The translation must always be compared with the source text, which will constitute precedent.
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