E.L.F. Beauty opens first European office in London

E.L.F. Beauty announced on Tuesday the opening of its first European office in London, marking its commitment to grow the company’s international business.

Located at 2 Upper Street in Angel, Islington, the newly inaugurated office spans 10,000 square feet and has been designed to foster collaboration and connectivity among team members. 

With nearly 40 employees currently stationed at the London office, E.L.F. Beauty aims to establish it as a global hub, complementing its existing headquarters in Oakland, California, and offices in New York, Los Angeles, New Jersey, and Shanghai.

“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 U.K. team or the international team. This is the home of our E.L.F.z who happen to be in London,” said Christine Cassidy, VP and general manager, international, E.L.F. Beauty.

The move comes on the heels of E.L.F. Beauty’s strong performance in international markets in the last quarter, which included a 119% year-over-year growth in international net sales.

“We see significant runway in both the U.K. and other markets around the world,” said Tarang Amin, chairman and CEO, E.L.F. Beauty. “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 to serve every eye, lip and face.”

Over the past five years, E.L.F. Cosmetics has ascended to become the No. 6 mass makeup brand in the U.K., up tenfold compared to its position as No. 12 five years ago. Its presence in the U.K. began with the establishment of digital ecommerce in 2014, followed by physical retail stores at Superdrug in 2017 and Boots in 2019.

Building on this momentum, E.L.F. Cosmetics entered the Italian market in late 2023, becoming the top makeup brand across both mass and prestige segments at Douglas.

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.”