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‘eyes.lips.finally’: the best of beauty is now accessible to every eye, lip and face in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates
OAKLAND, Calif. — e.l.f. Beauty (NYSE: ELF), known for its disruptive approach and commitment to accessible beauty, is expanding its global footprint with its launch in the Gulf Cooperation Council (GCC), marking a significant milestone in the company’s international growth strategy. This move brings e.l.f. products to consumers in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates for the first time.
‘eyes.lips.finally’: the best of beauty is now accessible to every eye, lip and face in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates
The company is strategically partnering with Sephora, a major beauty retailer, to roll out its products throughout the region. The GCC region has high social media usage, making it a prime target for e.l.f.’s marketing strategy. The brand has already seen substantial social media interest from the area prior to this launch.
The launch is supported by the “eyes.lips.finally” marketing campaign. It features an array of out-of-home advertisements, including prominent placements along Dubai’s Golden Boulevard and digital displays in Dubai Mall and Riyadh, Saudi Arabia.
“We’re thrilled to partner with Sephora…to answer our community’s call and bring e.l.f. directly to their doorstep in the GCC,” said Jennie Laar, Chief Commercial Officer, e.l.f. Beauty.
Building on the success of their collaboration in Mexico, this expansion utilizes Sephora’s existing infrastructure and brand recognition in the GCC to provide e.l.f. with a strong market entry point. Beginning November 21st, e.l.f. Cosmetics will be available in all 70 Sephora stores across the GCC, as well as on Sephora’s e-commerce platform, sephora.me.
This international expansion is part of e.l.f. Beauty’s broader strategy to diversify its revenue streams and tap into high-growth markets. In the recently reported second quarter of FY26, non-U.S. sales accounted for approximately 20% of the company’s total net sales, indicating significant potential for further international growth. Analysts note that the move into the GCC region could significantly bolster e.l.f.’s international sales figures in the coming quarters.
The GCC represents a lucrative market for beauty brands, driven by a young, digitally savvy population and a high per-capita disposable income. E.l.f.’s focus on affordable yet high-quality products positions it well to compete in this market, which includes both global players and regional brands. However, e.l.f. will need to tailor its marketing and product offerings to meet the specific preferences and cultural nuances of the GCC consumer base, including adapting to local regulations and distribution channels.
About e.l.f. Beauty
e.l.f. Beauty (NYSE: ELF) is has the mission of making the best of beauty accessible to every eye, lip and face. e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium and rhode, are led by purpose, driven by results and elevated by superpowers, offering e.l.f. clean and vegan products. e.l.f. Beauty proudly stands as the first beauty company with Fair Trade Certified™ facilities. With a kind heart at the center of e.l.f.’s ethos, the company donates at least 2% of the prior year’s profits to organizations that make positive impacts. Learn more at www.elfbeauty.com
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