Elf Beauty opens first European office to boost international growth

Elf Beauty has opened its first European office in London to help accelerate its international reach.

The 10,000 sq ft space in Islington will be a global hub for the affordable drugstore beauty brand, with room for around 40 staff. The move is part of Elf Beauty's commitment to expand market share after international sales soared 119% year-on-year last quarter. The brand will prioritize broad-based growth and market penetration in the color cosmetics and skincare segments.

Tarang Amin, Chairman and CEO of Elf Beauty said: "Our vision for a global community that shares our vision of positivity, inclusivity and accessibility means we are entering markets where there are opportunities to connect more directly with consumers. And it's direct evidence that we're a different kind of company. "

Elf Beauty entered the UK market in 2014 and currently ranks sixth among mass market makeup brands. It also debuted on the Italian market at the end of 2023 and is currently the best-selling cosmetics brand among popular and well-known brands in the retail chain Douglas. The London office complements Elf Beauty's existing headquarters in California, New York, Los Angeles, New Jersey and Shanghai.