e.l.f. Beauty announced on May 14, 2025, its expansion into the Netherlands and Belgium through partnerships with Kruidvat and Trekpleister drugstores. This move significantly broadens the distribution of e.l.f. Cosmetics and e.l.f. SKIN products in these European markets.
Starting May 26, 2025, e.l.f. products will be available in 776 Kruidvat and 183 Trekpleister stores in the Netherlands, and 271 Kruidvat stores in Belgium. Online availability on kruidvat.nl, kruidvat.be, and trekpleister.nl will follow, with e.l.f. Cosmetics on May 26 and e.l.f. SKIN on June 2.
This expansion is a key development in e.l.f. Beauty's international growth strategy, building on its 66% year-over-year growth in non-U.S. net sales during Q3 fiscal year 2025. The company sees substantial white space for continued international market penetration.
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