E.l.f Beauty is set to scale its global presence, due to growing consumer demand and international sales growth.

As part of its expansion strategy, E.l.f is partnering with top global retailers and distributors to drive demand and excitement in new markets. 

Notably, in Germany, the brand is launching in 1,600 Rossmann stores, marking its largest international retail debut. In the U.K., E.l.f  will expand this fall in hundreds of Boots and Superdrug locations. 

Meanwhile, in Mexico, E.l.f is set to enter Sephora Mexico stores this fall, marking its return to the country and debut at Sephora. In Australia, the brand has expanded into the grocery market with Coles and will grow its presence in Priceline locations this fall. In Italy, after debuting in Douglas, E.l.f will double its store presence and launch on Amazon this fall. 

Finally, in the Nordics, Elf has partnered with Sæther as the exclusive distributor for the region, with new launches expected in major retailers such as H&M, Matas, and Kicks.

In terms of growth, in the Netherlands, E.l.f holds the No. 1 spot in mass makeup at Etos since its April 2024 launch, while in Canada, the brand has climbed to No. 4 in the mass makeup category, up from No. 6 last year. 

“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 Tarang Amin, chairman and CEO, E.l.f  Beauty. 

“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.”

The beauty brand reported that non-U.S. markets accounted for 16% of its total net sales in the first quarter of fiscal year 2025, representing a 91% year-over-year increase. It has a retail presence in 14 countries and additional global distribution through eShopWorld.