ELF Beauty opened its first European office. The new space in London is part of the fast-growing US-based beauty company’s plans to grow its international business.

ELF's international net sales grew 119% year-over-year in the last quarter (Q3 FY 24), and the c-suite team has high expectations for additional revenue gains.

“We see significant runway in both the UK and other markets around the world,” said Tarang Amin, Chairman and CEO.

“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,” he said.

ELF Cosmetics is now the No. 6 mass makeup brand in the UK compared to No. 12 five years ago—growing 10 times the market, according to ELF (citing Nielsen data).

ELF’s operations in the UK began with a digital ecommerce presence in 2014. It opened in physical retail at Superdrug in 2017 and Boots in 2019.

Late last year, it entered the Italian market, and quickly ascending to become the No. 1 makeup brand across both mass and prestige at Douglas, according to the company.

The new London office, located at 2 Upper Street in Angel, Islington, is a 10,000-square-foot space. There are approximately 40 employees in the space.

ELF, No. 33 in Happi's 2023 Top 50 Report, is headquartered in Oakland, CA. It has additional offices in New York, Los Angeles, New Jersey and Shanghai.