E.l.f Beauty opens headquarters in London to boost international growth
E.l.f. Beauty, which is renowned for its affordable colour cosmetics, has opened its first-ever European office in London with the aim of growing the company’s international business.
The company is prioritising three areas for overall growth and market penetration: colour cosmetics, skincare and international sales. For example, in the third quarter of FY24, international net sales grew 119% year-on-year.
E.l.f’s UK journey began with a digital e-commerce presence in 2014 and was later bolstered by physical retail at Superdrug in 2017 and Boots in 2019.
Tarang Amin, Chairman and CEO of 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 of serving every eye, lip and face."
The office, at 2 Upper Street in Angel, is a 10,000-square-foot space, designed for the "team to thrive and be connected to its community".
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."
The new global hub will be home to 40 E.l.f. Beauty employees, which is headquartered in California. The company has additional offices in New York, Los Angeles, New Jersey and Shanghai.
Christine Cassidy, Vice President and General Manager International at E.l.f. Beauty, added: "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 UK team or the international team. This is the home of our E.l.f. who happen to be in London."
