E.l.f. Beauty Expands into the European Market

E.l.f. Cosmetics continues its global journey with a strong push into Europe, strengthening its presence in Belgium and The Netherlands.

Expansion Into Belgium and The Netherlands

The popular U.S. beauty brand grows its footprint across Europe with new launches in leading drugstores Kruidvat and Trekpleister.
Starting May 26, 2025, shoppers in The Netherlands will find e.l.f. Cosmetics in 776 Kruidvat and 183 Trekpleister stores.
Additionally, 271 Kruidvat stores in Belgium will carry the products, offering more access to affordable, high-quality beauty items.
E-commerce sales will also launch, with e.l.f. Cosmetics available online from May 26, and e.l.f. Skin launching on June 2.
Consumers can shop through http://kruidvat.nl , http://kruidvat.be , and http://trekpleister.nl for both product lines.

E.l.f. Beauty Expands Europe Through Strategic Retail Partnerships

expands Europe efforts through strategic retail alliances that increase brand accessibility and product availability.
This rollout strengthens the brand’s mission to offer high-performance beauty to every eye, lip, and face in Europe.
Christine Cassidy, Vice President and GM International, expressed excitement over the partnership with local drugstore leaders.
She highlighted the momentum gained in both countries since the brand’s debut in 2021 in The Netherlands and 2023 in Belgium.

Rapid Growth Signals European Success

The initiative, where E.l.f. Beauty Expands Europe further, builds on its viral success from cult favorites like Power Grip Primer.
Sales numbers support this expansion, with non-U.S. net sales growing 66% in Q3 FY25 and hitting 20% of total revenue.
With availability in over 1,200 drugstores and growing online platforms, the company shows strong international market performance.

Online and In-Store Access Drives Reach

Consumers can now conveniently explore e.l.f. products in-store and online, ensuring greater access to beloved skincare and makeup lines.
The growth strategy focuses on connecting with more consumers through physical presence and strong digital engagement.

Looking Ahead

E.l.f. Beauty expands Europe not just in stores but in influence, fueled by community demand and product loyalty.

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