e.l.f. Beauty is continuing its impressive global expansion, driven by strong growth in non-US markets and rising demand in new regions. The brand, known for its commitment to accessible, cruelty-free, and innovative beauty products, now has a retail presence in 14 countries, and in the first quarter of Fiscal Year 2025, international sales accounted for 16% of e.l.f. Beauty’s total net revenue.
A key part of e.l.f.’s international strategy is partnering with major global retailers to quickly establish a strong market presence. In Australia, e.l.f. has expanded its reach by launching in Coles, marking the brand’s debut in the grocery sector. Additionally, e.l.f. will increase its presence in Priceline stores, further solidifying its footprint in the Australian market.
Tarang Amin, Chairman and CEO of e.l.f. Beauty, expressed the company’s commitment to making high-quality beauty accessible worldwide.
“We see immense potential to make significant impact internationally, fuelled by our commitment to make the best of beauty accessible to every eye, lip, face and skin concern,” he said. “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.”
Beyond Australia, e.l.f. continues to grow across key markets. In Germany, the brand is launching in 1,600 Rossmann stores, marking its largest international retail launch. The UK, Mexico, Italy, the Netherlands, and the Nordic region are also seeing significant expansions, with e.l.f. rising to the top ranks in mass-market makeup.
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