Behind e.l.f. Cosmetics’ European expansion strategy
Makeup brand, e.l.f. Cosmetics, which is known for its fast-paced innovation and disruptive marketing approach is rapidly expanding in Europe and the UK.
The brand currently has retail presence in 14 countries and global distribution via eShopWorld, and in its recent first quarter results (Fiscal Year 2025), it said that non-U.S. markets now represented 16% of its total net sales.
The company has said it is focused on “expanding global reach driven by growth in existing non-U.S. markets and consumer demand in new global regions.”
Part of its 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 the company’s “vision of positivity, inclusivity and accessibility.”
The business said it also engages with its community before entering a market, to drive consumer demand and excitement.
According to the chairman and CEO Tarang Amin, the business now sees “immense potential to make significant impact internationally.”
“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,” he shared.
Partnering with key retailers & connecting with local communities
The company said that by partnering with key retailers and building strong connections with local communities, it is well-positioned to continue its successful international growth strategy.
It is now expanding its presence in Germany with its largest international retail launch to date – at 1,600 Rossmann locations across the country.
In the UK market, it’s currently the fourth most popular mass makeup brand (compared to being number eight just one year ago,) and this autumn it’s set to take up more space in several hundred Boots and Superdrug stores.
In the Italian market, it entered beauty retailer Douglas last autumn as the number one makeup brand (across mass and prestige) in all stores. It now plans to double the current store space by expanding into hundreds more Douglas locations this autumn. It will also launch onto Amazon in this period, too.
In April 2024, it launched into the Netherlands at personal care retailer Etos and has been the top-selling mass makeup brand here ever since.
It’s now set its sights on launching into the Nordic region before the end of this year, partnering with Saether, which will be its exclusive distributor for this region. The new launches are anticipated at H&M, Matas, Kicks, Vita, Sokos and Lyko.
Meanwhile, outside of the European region, the business also has expansion plans on the horizon in countries such as Mexico, Canada and Australia.
