02.28.24
E.l.f. Beauty has opened its first European office in London to connect with the company’s international business.
The 10,000-square-foot office space is located at 2 Upper Street in Angel, Islington.
Across the company, e.l.f. Beauty has been prioritizing color cosmetics, skincare and international business as areas for overall growth. Year-over-year in the last quarter (Q3 FY 24), e.l.f reported international sales growth of 119%.
“We see significant runway in both the U.K. and other markets around the world,” said, Chairman and CEO, Tarang Amin. “e.l.f. will bring its unique value proposition, powerhouse innovation and disruptive marketing engine – which have proven to resonate across categories and geographies – into new places and spaces with the purpose to serve every eye, lip and face.”
According to Nielsen UK, e.l.f. Cosmetics is the sixth-highest UK mass makeup brand, as compared to the twelfth-highest brand five years ago. E.l.f. products were first available in the UK online in 2014 before opening at Superdrug in 2017 and Boots in 2019.
Amin added: “Our vision to empower a global community that shares our vision of positivity, inclusivity and accessibility means we are moving into markets where there is an opportunity to connect more directly with consumers and demonstrate directly that we are a different kind of company.”
E.l.f. Cosmetics entered the Italian market late in 2023. According to the company, it became the number one makeup brand in mass and prestige markets at Douglas.
“The e.l.f. twist in opening our first physical office space in London is that we ended up taking down ‘walls.’ This isn’t an office for the U.K. team or the international team. This is the home of our e.l.f.z who happen to be in London,” said VP and General Manager, International of e.l.f. Beauty, Christine Cassidy.
The space has been created as another global hub for the company which is headquartered in Oakland, CA, and adds to offices already located in New York, NY; Los Angeles, CA; New Jersey and Shanghai.
The 10,000-square-foot office space is located at 2 Upper Street in Angel, Islington.
Across the company, e.l.f. Beauty has been prioritizing color cosmetics, skincare and international business as areas for overall growth. Year-over-year in the last quarter (Q3 FY 24), e.l.f reported international sales growth of 119%.
“We see significant runway in both the U.K. and other markets around the world,” said, Chairman and CEO, Tarang Amin. “e.l.f. will bring its unique value proposition, powerhouse innovation and disruptive marketing engine – which have proven to resonate across categories and geographies – into new places and spaces with the purpose to serve every eye, lip and face.”
According to Nielsen UK, e.l.f. Cosmetics is the sixth-highest UK mass makeup brand, as compared to the twelfth-highest brand five years ago. E.l.f. products were first available in the UK online in 2014 before opening at Superdrug in 2017 and Boots in 2019.
Amin added: “Our vision to empower a global community that shares our vision of positivity, inclusivity and accessibility means we are moving into markets where there is an opportunity to connect more directly with consumers and demonstrate directly that we are a different kind of company.”
E.l.f. Cosmetics entered the Italian market late in 2023. According to the company, it became the number one makeup brand in mass and prestige markets at Douglas.
“The e.l.f. twist in opening our first physical office space in London is that we ended up taking down ‘walls.’ This isn’t an office for the U.K. team or the international team. This is the home of our e.l.f.z who happen to be in London,” said VP and General Manager, International of e.l.f. Beauty, Christine Cassidy.
The space has been created as another global hub for the company which is headquartered in Oakland, CA, and adds to offices already located in New York, NY; Los Angeles, CA; New Jersey and Shanghai.