ELF Expands into Germany

ELF is expanding into Germany, and officials say it’s the brand’s largest international retail launch to date.

Currently, ELF has a retail presence in 14 countries, with additional global distribution via eShopWorld. In the first quarter of fiscal year 2025, non-US markets represented 16% of ELF Beauty’s total net sales.

Part of ELF’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 its vision of positivity, inclusivity and accessibility. ELF also engages with its community before entering a market to drive consumer buzz.

“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, ELF 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.”

New Heights in New Markets

In existing markets, ELF is meeting community demand by tapping into both new and existing partners and continues to broaden its global reach by entering the following new markets:

Germany – As previously announced, ELF is expanding in Germany with its largest international retail launch to date in 1,600 Rossmann locations nationwide;

UK – ELF Cosmetics is now the No. 4 mass makeup brand as compared to No. 8 a year ago, according to the brand. To build on this momentum, ELF Cosmetics is gaining space in several hundred Boots and Superdrug locations this fall.

Mexico – As previously announced, ELF 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.

Australia – ELF recently expanded its existing distributor relationship in Australia by launching in Coles, marking the brand’s first venture into the country’s grocery channel. This fall, the brand will also expand its presence in Priceline.

Italy – ELF 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 in Italy, ELF Cosmetics will double the current store space by expanding into hundreds of additional Douglas locations this fall and will launch on Amazon this fall;

Netherlands – ELF Cosmetics has maintained the No. 1 mass makeup brand ranking in Etos since launch in April 2024;

Canada – ELF Cosmetics has risen to the No. 4 mass makeup brand, up from No. 6 a year ago; and

Nordics – This fall, ELF revealed that SÆTHER will serve as the exclusive distributor for ELF in the Nordic region, with new launches anticipated in the following retailers: H&M, Matas, Kicks, Vita, Sokos and Lyko.