e.l.f. Cosmetics is in Sephora for the first time. But hold on, US shoppers
TikTok favorite beauty brand e.l.f Cosmetics, popular with younger shoppers for its affordable dupes of pricey makeup, has finally tiptoed into Sephora.
The wait is finally over, at least in Mexico.
Popular and affordable cosmetics brand, e.l.f. Cosmetics, is launching in Sephora. But US shoppers still have to wait.
The company said on Thursday that e.l.f. products are now in “dozens” of Sephora stores (and online) in Mexico, marking its first time in Sephora anywhere in the world.
“Sephora’s knack for curating exceptional brands and creating captivating shopping experiences aligns with our mission to disrupt norms through inclusivity, and to bring premium quality products to our community at an exceptional value,” Jennie Laar, e.l.f. Beauty’s senior vice president and chief commercial officer, said in a statement.
Many of the products launching in Sephora Mexico are among the brand’s biggest viral hits, including the Power Grip Primer, Halo Glow Liquid Filter, Glow Reviver Lip Oil and the Halo Glow Blush Beauty Wand. They are also vegan and cruelty-free.
E.l.f. (short for eyes, lips and face) Cosmetics is a favorite of Gen Z and younger tween Gen Alpha shoppers because of its under $10 makeup and skincare options, including viral dupes of pricey brands.
It also boasts a massive social media fanbase of seven million Instagram followers and nearly two million on TikTok.
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In 2023, e.l.f. debuted its first-ever Super Bowl commercial and followed it up with another one for Super Bowl 2024.
While e.l.f is already sold in drug store chains Walgreens and CVS, and is also in Walmart, Target and Sephora’s rival, Ulta stores, it has thus far stayed out of Sephora.
At the same time, younger consumers, especially tweens who are already repeat e.l.f product buyers, are increasingly hanging out at Sephora for their skincare and makeup needs, making it a missed opportunity for both brands.
Among teens, e.l.f. ranked number one in the top 10 skincare and beauty brands, according to the latest annual teen survey from Piper Sandler.
Neil Saunders, retail analyst and managing director at GlobalData Retail, said e.l.f.’s move in Mexico could be a stepping stone for a broader entry into Sephora in other markets.
“Traditionally, e.l.f. has been seen as too basic a brand for Sephora which, generally, prefers to focus on more premium brands,” Saunders said.
“There are some issues with e.l.f. duping other brands and products that Sephora sells. However, e.l.f. is phenomenally successful and it is bought elsewhere by a lot of people who shop at Sephora,” Saunders said.
But given its popularity in Mexico, “it has been hard for Sephora to keep ignoring it,” he said.
“The approach now seems to be to do a limited partnership with a select number of products rather than shunning the brand entirely,” Saunders said. “That will please Sephora customers in Mexico. It may also open the door to partnerships in other countries as well.”
That could include the U.S. market, other industry watchers told Bagable.com.
E.l.f. declined to comment and Sephora could not be reached for comment.