THE WHAT? e.l.f. Cosmetics has launched in Brazil exclusively with Sephora, becoming the retailer’s first mass-market colour cosmetics brand in the country.
THE DETAILS The launch extends e.l.f. Beauty’s presence in Latin America, building on e.l.f. Cosmetics’ existing position with Sephora in Mexico. International markets now account for 21 percent of e.l.f. Beauty’s net sales, with international penetration doubling over the past five years. The company identified Brazil as a priority expansion market following sustained consumer demand for the brand. Sephora Brazil, which says it reaches approximately 17 percent of the country’s population, will provide e.l.f. with a platform to introduce its accessible price positioning within a predominantly prestige beauty retail environment.
THE WHY? The partnership provides e.l.f. with an established route into one of Latin America’s largest cosmetics markets while supporting its strategy to increase international sales and selectively enter markets where it has already built consumer demand.
Source: businesswire
