e.l.f. Expands Global Reach with Retail Launches and Market Growth
e.l.f. Beauty (NYSE: ELF) is significantly expanding its global presence, announcing its largest international retail launch in Germany with ROSSMANN, entry into Sephora in Mexico, and growth in existing markets. In Q1 FY2025, non-U.S. markets represented 16% of e.l.f.'s total net sales, with FY2024 sales growing 91% year-over-year. The company's expansion strategy involves partnering with leading global retailers and distributors.
Key developments include:
- Germany: Launching in 1,600 ROSSMANN locations
- UK: Becoming the No. 4 mass makeup brand, expanding in Boots and Superdrug
- Mexico: Debuting in Sephora locations
- Australia: Launching in Coles and expanding in Priceline
- Italy: Doubling store presence in Douglas and launching on Amazon
- Netherlands: Maintaining No. 1 mass makeup brand ranking in Etos
- Canada: Rising to No. 4 mass makeup brand
- Nordics: Partnering with SÆTHER for distribution in multiple retailers
e.l.f. Beauty (NYSE: ELF) sta espandendo significativamente la sua presenza globale, annunciando il suo più grande lancio al dettaglio internazionale in Germania con ROSSMANN, l'ingresso in Sephora in Messico e la crescita nei mercati esistenti. Nel primo trimestre dell'anno fiscale 2025, i mercati non statunitensi hanno rappresentato il 16% delle vendite nette totali di e.l.f., con un incremento delle vendite del 91% anno su anno nel 2024. La strategia di espansione dell'azienda prevede partenariati con i principali rivenditori e distributori globali.
Sviluppi chiave includono:
- Germania: Lancio in 1.600 negozi ROSSMANN
- Regno Unito: Diventare il quarto brand di trucco di massa, espandendosi in Boots e Superdrug
- Messico: Debutto nei negozi Sephora
- Australia: Lancio in Coles ed espansione in Priceline
- Italia: Duplicare la presenza nei negozi Douglas e lancio su Amazon
- Paesi Bassi: Mantenere il primo posto come brand di trucco di massa in Etos
- Canada: Salire al quarto posto tra i brand di trucco di massa
- Nordici: Collaborazione con SÆTHER per la distribuzione in vari rivenditori
e.l.f. Beauty (NYSE: ELF) está ampliando significativamente su presencia global, anunciando su mayor lanzamiento internacional al por menor en Alemania con ROSSMANN, la entrada en Sephora en México y el crecimiento en los mercados existentes. En el primer trimestre del año fiscal 2025, los mercados no estadounidenses representaron el 16% de las ventas netas totales de e.l.f., con ventas en el año fiscal 2024 creciendo un 91% interanual. La estrategia de expansión de la empresa implica asociarse con los principales minoristas y distribuidores globales.
Desarrollos clave incluyen:
- Alemania: Lanzamiento en 1,600 ubicaciones de ROSSMANN
- Reino Unido: Convertirse en la marca de maquillaje de masa número 4, expandiéndose en Boots y Superdrug
- México: Debutando en ubicaciones de Sephora
- Australia: Lanzamiento en Coles y expansión en Priceline
- Italia: Duplicar la presencia en tiendas Douglas y lanzamiento en Amazon
- Países Bajos: Manteniendo el primer lugar como marca de maquillaje de masa en Etos
- Canadá: Ascendiendo al cuarto lugar entre las marcas de maquillaje de masa
- Nórdicos: Colaborando con SÆTHER para distribución en varios minoristas
e.l.f. Beauty (NYSE: ELF)는 독일에서 ROSSMANN과 함께 가장 큰 국제 소매 런칭을 발표하며 글로벌 존재감을 크게 확장하고 있으며, 멕시코의 Sephora 진출과 기존 시장에서의 성장도 이루어내고 있습니다. 2025 회계연도 1분기 동안 비미국 시장은 e.l.f.의 총 순판매의 16%를 차지했으며, 2024 회계연도에는 판매가 전년 대비 91% 증가했습니다. 회사의 확장 전략은 주요 글로벌 소매업체 및 유통업체와의 파트너십을 포함합니다.
주요 개발 사항은 다음과 같습니다:
- 독일: 1,600개의 ROSSMANN 매장에서 런칭
- 영국: 4위 대중 메이크업 브랜드로 성장, Boots 및 Superdrug에서 확장
- 멕시코: Sephora 매장에서 데뷔
- 호주: Coles에서 런칭하고 Priceline에서 확장
- 이탈리아: Douglas에서 매장 수를 두 배로 늘리고 Amazon에서 런칭
- 네덜란드: Etos에서 1위 대중 메이크업 브랜드 유지
- 캐나다: 대중 메이크업 브랜드 4위에 상승
- 북유럽: 여러 소매업체에 대한 유통을 위해 SÆTHER와 파트너십
e.l.f. Beauty (NYSE: ELF) élargit significativement sa présence mondiale, annonçant son plus grand lancement international de détail en Allemagne avec ROSSMANN, son entrée chez Sephora au Mexique et sa croissance sur les marchés existants. Au premier trimestre de l'exercice 2025, les marchés non américains représentaient 16 % du chiffre d'affaires net total d'e.l.f., avec une augmentation des ventes de 91 % d'une année sur l'autre en 2024. La stratégie d'expansion de l'entreprise consiste à s'associer avec des détaillants et distributeurs mondiaux de premier plan.
Les développements clés incluent :
- Allemagne : Lancement dans 1 600 points de vente ROSSMANN
- Royaume-Uni : Devenir la 4e marque de maquillage de masse, avec une expansion dans Boots et Superdrug
- Mexique : Début dans les points de vente Sephora
- Australie : Lancement dans Coles et expansion dans Priceline
- Italie : Doubler la présence en magasin chez Douglas et lancer sur Amazon
- Pays-Bas : Maintien de la première place en tant que marque de maquillage de masse chez Etos
- Canada : Montée à la 4e place des marques de maquillage de masse
- Pays nordiques : Partenariat avec SÆTHER pour la distribution auprès de plusieurs détaillants
e.l.f. Beauty (NYSE: ELF) erweitert signifikant seine globale Präsenz und kündigt den größten internationalen Einzelhandelsstart in Deutschland mit ROSSMANN an, den Eintritt in Sephora in Mexiko und das Wachstum in bestehenden Märkten. Im ersten Quartal des Geschäftsjahres 2025 machten nicht-US-Märkte 16% des gesamten Nettoumsatzes von e.l.f. aus, mit einem Umsatzwachstum von 91% im Geschäftsjahr 2024 im Jahresvergleich. Die Expansionsstrategie des Unternehmens beinhaltet Partnerschaften mit führenden globalen Einzelhändlern und Distributoren.
Wichtige Entwicklungen umfassen:
- Deutschland: Start in 1.600 ROSSMANN-Standorten
- Vereinigtes Königreich: Die Nr. 4 unter den Massen-Make-up-Marken mit Expansion in Boots und Superdrug
- Mexiko: Debüt in Sephora-Läden
- Australien: Start in Coles und Expansion in Priceline
- Italien: Verdopplung der Geschäftspräsenz bei Douglas und Start auf Amazon
- Niederlande: Erhaltung der Nr. 1 Position unter den Massen-Make-up-Marken in Etos
- Kanada: Aufstieg zur Nr. 4 unter den Massen-Make-up-Marken
- Nordische Länder: Partnerschaft mit SÆTHER für die Distribution in mehreren Einzelhändlern
- Non-U.S. markets represented 16% of total net sales in Q1 FY2025
- FY2024 sales grew 91% year-over-year
- Largest international retail launch in Germany with 1,600 ROSSMANN locations
- Became No. 4 mass makeup brand in UK, up from No. 8 a year ago
- Maintained No. 1 makeup brand ranking across mass and prestige in Douglas Italy
- Achieved No. 1 mass makeup brand ranking in Etos Netherlands since April 2024 launch
- Rose to No. 4 mass makeup brand in Canada, up from No. 6 a year ago
- None.
Insights
e.l.f. Beauty's international expansion strategy demonstrates a strong growth trajectory. The company's 91% year-over-year sales growth in Fiscal Year 2024 and 16% of total net sales from non-U.S. markets in Q1 FY2025 indicate significant momentum. Their approach of partnering with leading retailers and responding to consumer demand is proving effective. Notable achievements include:
- Rising to No. 4 mass makeup brand in the UK, up from No. 8 last year
- Maintaining No. 1 makeup brand status in Douglas stores in Italy
- Achieving No. 1 mass makeup brand ranking in Etos, Netherlands
- Climbing to No. 4 mass makeup brand in Canada, up from No. 6
These market position improvements, coupled with expansion into new markets like Germany and Mexico, suggest strong potential for continued international growth. The strategy of combining retail partnerships with community engagement before market entry appears to be driving success.
e.l.f. Beauty's international expansion is a positive indicator for revenue growth. The company's strategic moves include:
- Largest international retail launch in Germany with 1,600 ROSSMANN locations
- Entry into Sephora Mexico, tapping into a new premium market
- Expansion in existing markets like the UK, Italy and Australia
These initiatives should diversify revenue streams and reduce dependence on the U.S. market. The 16% contribution from non-U.S. markets to total net sales in Q1 FY2025 provides a solid foundation for growth. If e.l.f. can replicate its U.S. success internationally, we could see a significant boost to overall revenue and potentially improved profit margins through economies of scale. However, investors should monitor the costs associated with this rapid expansion and its impact on short-term profitability.
e.l.f. announces its largest international retail launch to date in
e.l.f. is expanding global reach driven by growth in existing non-
From a full-year perspective, Fiscal Year 2024 sales grew
Part of e.l.f.’s 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 e.l.f.’s vision of positivity, inclusivity and accessibility. e.l.f. also engages with its community before entering a market – driving consumer demand and excitement.
“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.”
In existing markets, e.l.f. is meeting community demand by tapping into both new and existing partners and continues to broaden its global reach by entering new markets:
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Germany : As previously announced, e.l.f. is expanding inGermany with its largest international retail launch to date in 1,600 ROSSMANN locations nationwide.
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U.K. : e.l.f. Cosmetics is now the No. 4 mass makeup brand as compared to No. 8 a year ago.* To build on this momentum, e.l.f. Cosmetics is gaining space in several hundred Boots and Superdrug locations this fall.
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Mexico : As previously announced, e.l.f. will debut in dozens of Sephora Mexico locations this fall, marking its re-entry in the country and its first time with Sephora Mexico. This strategic move helps address local demand for premium-quality products at accessible prices with universal appeal.
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Australia : e.l.f. recently expanded its existing distributor relationship inAustralia by launching in Coles, marking the brand’s first venture into the country’s grocery channel. This fall, e.l.f. will also expand its presence in Priceline.
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Italy : e.l.f. Cosmetics entered Douglas last fall as the No. 1 makeup brand across mass and prestige in all existing doors and has stayed there.** To keep up the forward progress inItaly , e.l.f. Cosmetics will double the current store space by expanding into hundreds of additional Douglas locations this fall and will launch on Amazon this fall.
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Netherlands : e.l.f. Cosmetics has maintained the No. 1 mass makeup brand ranking in Etos since launch in April 2024.***
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Canada : e.l.f. Cosmetics has risen to the No. 4 mass makeup brand, up from No. 6 a year ago.
- Nordics: This fall, e.l.f. is excited to reveal that SÆTHER will serve as the exclusive distributor for e.l.f. in the Nordic region, with new launches anticipated in the following retailers: H&M, Matas, Kicks, Vita, Sokos and Lyko.
By partnering with key retailers and building strong connections with local communities, e.l.f. is well-positioned to continue its successful international growth strategy.
*Source: e.l.f. Cosmetics claim 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 GB market. Copyright © 2024, Nielsen Consumer, LLC.
** Source: Douglass,
*** Source: Etos,
About e.l.f. Beauty:
e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities, committed to positivity, inclusivity and accessibility. Our mission is clear: to make the best of beauty accessible to every eye, lip, face and skin concern. e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People and NATURIUM are led by purpose, driven by results and elevated by our superpowers. e.l.f. Beauty has double Cruelty Free certifications from both Leaping Bunny and PETA, offers e.l.f. clean and vegan products, and proudly stands as the first beauty company to achieve Fair Trade certification across our supply chain. A kind heart is at the center of our ethos: We donate
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 facts, 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.l.f. Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward-looking statements include, among other things, the risks and uncertainties that are described in e.l.f. Beauty’s filings with the Securities and Exchange Commission. Potential 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, e.l.f. Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future.
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Media:
Hannah Rubin
hrubin@elfbeauty.com
Source: e.l.f. Beauty
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