e.l.f. Beauty opens first European office to boost international growth

By Amanda Pauley | Published: 28-Feb-2024

The 10,000sqft office space in London is part of the affordable beauty brand’s commitment to expand its reach globally

E.l.f. Beauty has opened its first-ever European office in London to help accelerate its international reach. 

The 10,000sqft space in Islington will act as a global hub for the affordable drugstore beauty brand and house around 40 employees. 

“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,” said e.l.f. Beauty Chair and CEO Tarang Amin. 

“And demonstrate directly that we are a different kind of company.

“We see significant runway in both the UK and other markets around the world.” 

The move is part of e.l.f. Beauty’s commitment to ramp up its market presence after international sales soared 119% year-on-year in the last quarter

The brand will prioritise widespread growth and market penetration in both the colour cosmetics and skin care sectors.

e.l.f. Beauty entered the UK market in 2014 and is now ranked sixth among mass market make-up brands. 

It also debuted in the Italian market in late 2023 and is now the best-selling make-up brand across both mass and prestige at retail chain Douglas

The London office complements e.l.f. Beauty’s existing headquarters in California, New York, Los Angeles, New Jersey and Shanghai.

E.l.f. Beauty is not the only beauty brand investing in new office space.

L’Oréal has opened a new purpose-built headquarters in London to deliver a “future fit working environment” for staff.

L’Occitane’s skin care brand Sol de Janeiro, meanwhile, has just signed an 11-year lease for a 57,203sqft office at One Grand Central Place in New York. 

Image left to right: Kory Marchisotto, CMO; Scott Milsten, Senior Vice President; Jennie Laar, President CCO; Tarang Amin, Chairman and CEO; Mandy Fields, Senior Vice President and CFO; and Josh Franks, Senior Vice President of Operations. 

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