© Reuters.
LONDON – e.l.f. Beauty (NYSE: NYSE:), a prominent player in the cosmetics industry, has established its first European office in London, marking a strategic move to amplify its international presence. The office is set to serve as a global hub, supporting the company’s growth ambitions outside the U.S.
The company, headquartered in Oakland, California, has witnessed a substantial 119% year-over-year increase in international net sales in the last quarter, as reported in their Q3 FY 2024 earnings webcast. This growth is part of e.l.f. Beauty’s broader strategy to expand its market penetration in color cosmetics, skin care, and international sectors.
Chairman and CEO Tarang Amin expressed confidence in the brand’s potential, highlighting e.l.f.’s value proposition and innovative marketing strategies that have shown success across various categories and regions. The company aims to leverage these strengths to tap into new markets with a focus on inclusivity and accessibility.
e.l.f. Cosmetics has seen significant progress in the U.K., climbing from the No. 12 to the No. 6 mass makeup brand in five years, a growth rate ten times that of the market, according to Nielsen data ending December 30, 2023. The brand’s U.K. journey began with an e-commerce launch in 2014, followed by retail partnerships with Superdrug in 2017 and Boots in 2019.
The company’s recent expansion into Italy has also been noteworthy, with e.l.f. Cosmetics becoming the No. 1 makeup brand across mass and prestige categories at Douglas retail stores since its launch, based on data as of December 31, 2023.
The London office, located at 2 Upper Street in Angel, Islington, spans 10,000 square feet and is designed to foster a thriving work environment. Christine Cassidy, Vice President and General Manager, International at e.l.f. Beauty, described the office as a home for the “e.l.f.z” in London, emphasizing the brand’s community-centric approach.
e.l.f. Beauty’s international expansion comes with the usual caveats of forward-looking statements, which are subject to various risks and uncertainties that could cause actual results to differ from expectations. These include the competitive nature of the beauty industry, the ability to launch successful new products, and the potential impact of changes in retail customer relationships.
This development is based on a press release statement from e.l.f. Beauty.
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