e.l.f. Beauty has opened its first European office in London furthering a commitment to grow the company’s international business.
International net sales grew 119% year-over-year in the last quarter.
e.l.f. Cosmetics is now the No. 6 mass makeup brand in the U.K., compared to No. 12 five years ago, according to Nielsen.
The office at 2 Upper Street in Angel, Islington, is a 10,000 square foot space, designed for the team to thrive and be connected to its community.
Tarang Amin, chairman and CEO, e.l.f. Beauty, said, "We see significant runway in both the U.K. and other markets around the world. 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. 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.”
Christine Cassidy, vice president and general manager, international, e.l.f. Beauty, said, "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."
