Financial News

ELF Beauty’s Global Expansion Plans

Enters Sephora in Mexico and the Middle East.

ELF Beauty is in expansion mode. In recent months, the beauty brand debuted in Sephora Mexico, expanded in the Middle East and developed its Dollar General business in the US. In fact, ELF is a top three brand in Sephora Mexico, explained CEO Tarang Amin during a conference call to discuss Q1 2026 results.

Now, ELF will add Rhode in Sephora North America and Natrium will be introduced in Sephora Australia.

Even as it expands, ELF remains wary of tariffs. The company raised prices $1 across its portfolio. The company produces 75% of products in China—down from 100%.

Amin said ELF will continue optimizing its supply chain. But he insists the move is less about tariffs and more about its rapidly growing global business.

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