ELF Cosmetics Launches in Brazil Via Sephora

ELF Cosmetics has expanded into Brazil, exclusively with Sephora.

The brand, owned by Happi Top 50 Company ELF Beauty, is reportedly the first mass color brand in Sephora Brazil.

Starting Sept. 29, ELF Cosmetics will be available at select Sephora Brazil stores and on sephora.com.br.

“Brazil has been calling for ELF and we’ve been listening,” said Kory Marchisotto, president, ELF Brands. “It is one of the most passionate beauty communities in the world and a market that shares our belief that great beauty should be accessible to everyone. We’ve taken the time to understand what makes Brazilian consumers unique and we’re excited to bring the best of ELF to every eye, lip and face without compromise.”

Building a Global Footprint

ELF Beauty says it has been steadily building the global footprint of its brands, doubling international sales penetration of all its brands over the last five years to 21% of net sales. The brand has seen significant opportunity for growth internationally and is focusing both on expanding in existing markets and selectively seeding ELF Brands in new markets where it sees growing global demand from its community.

With this launch, the ELF Brands says they are furthering their presence in Latin America and building upon the “No. 1 cosmetics brand” ranking ELF Cosmetics has achieved with Sephora in Mexico. Officials say Sephora has become a key beauty destination in Brazil, providing unique shopping experiences in the cosmetics market for trend-focused consumers. Reaching roughly 17% of the total Brazilian population, Sephora Brazil offers what officials call a “powerful platform” to introduce ELF Cosmetics to Brazil at scale.

“Brazil is a market that closely follows the global beauty industry, and for years, we have seen consistent consumer demand for ELF Cosmetics,” said Renata Nakano, merchandising director at Sephora Brazil. “The brand’s arrival at Sephora responds to this interest while also expanding the diversity of options available to consumers, particularly within a price range that still has room to grow in the prestige market.”