e.l.f. Beauty has entered its 20th year in business by opening a second international location, a 10,000-square foot office for nearly 40 employees in London’s Islington district.
The move further cements the mass cosmetics and skincare brand’s global expansion. It’s headquartered in Oakland, CA, where it was founded in 2004, and has additional offices in Los Angeles, New York, New Jersey, and Shanghai, China.
“We see significant runway in both the U.K. and other markets around the world,” said Tarang Amin, the brand’s chairman and CEO.
e.l.f., short for “eyes, lips, and face” is vegan, cruelty free, and popular among teens and Gen Z, thanks in part to its youth-aimed influencer marketing, quirky advertising, and collaborations with brands such as American Eagle, Dunkin’ Donuts and Chipotle and celebrities like Jennifer Coolidge and Mario Lopez.
e.l.f. Cosmetics is No. 5 in the U.S. and No. 6 in the U.K. among mass cosmetics brands, according to Nielsen data. Its U.K. presence began with an e-commerce platform in 2014, and it entered the physical retail space at Superdrug in 2017 and Boots in 2019.
The company’s Q3 2024 earnings report stated that its international net sales grew 119% year-over-year. In late 2023, e.l.f. Cosmetics entered the Italian market by launching in Parfumerie Douglas stores; the retailer reported it quickly shot to the No. 1 makeup brand sold there.