ELF Beauty opens first European office in London

ELF Beauty announced Tuesday that it has opened its first European office in London, demonstrating the company’s commitment to growing its international business.

Located at 2 Upper Street in Angell, Islington, the newly opened office is 10,000 sq ft and has been designed to foster collaboration and connections between team members.

ELF Beauty currently has approximately 40 employees in its London office and aims to establish itself as a global hub, complementing its existing headquarters in Oakland, California, and offices in New York, Los Angeles, New Jersey, and Shanghai. I am.

“ELF’s ingenuity in opening our first physical office space in London was that we ended up knocking down the ‘wall’. This is not the office of the British or international team. This is the home of our ELFs who happen to be in London,” says Christine Cassidy, Vice President and General Manager of International at She ELF Beauty.

The move follows ELF Beauty’s strong performance in international markets last quarter, including a 119% year-over-year increase in international net sales.

Taran Amin, chairman and CEO of ELF Beauty, said: “We believe there will be significant runway opportunities both in the UK and in other markets around the world.” “ELF brings a unique value proposition, strong innovation, and a disruptive marketing engine that is proven to resonate across categories and geographies with a new It brings something to a place or space.”

Over the past five years, Elf Cosmetics has emerged as the UK’s number 6 mass make-up brand, a tenfold increase compared to its number 12 position five years ago. The company’s presence in the UK began with the establishment of digital e-commerce in 2014, followed by physical stores with Superdrug in 2017 and Boots in 2019.

Building on this momentum, Elf Cosmetics will enter the Italian market in late 2023, becoming Douglas’ top makeup brand in both the mass and prestige segments.

Mr. Amin further added: “Our vision to empower a global community that shares our vision of positivity, inclusivity, and accessibility means we have the opportunity to connect more directly with consumers and demonstrate directly that we are a different kind of company. It means entering the market.”