E.l.f. Cosmetics coming to Ulta

By

Emily Jensen

Published
May 12, 2017

E.l.f. Cosmetics has earned both critical praise and financial success for its line of simple, quality and most notably, very affordable makeup. Now the brand will be expanding its reach with a trial launch at mega beauty chain Ulta.

 
The budget beauty brand is already available at Target, in addition to its own standalone stores and online shop, but the new partnership will bring E.l.f. to Ulta’s 974 locations throughout the country.
 
E.l.f. is known for its cruelty-free makeup, low prices and simple packaging and marketing. Its line includes the likes of lipsticks, contour palettes, and brushes and tools, with many of its products retailing for under $10. In 2015, the brand began selling skincare products, which are free of parabens, sulfates and phthalates.

E.l.f. – which stands for “eyes, lips, face” – will not only expand its U.S. presence but also make its debut in the U.K. The brand will be distributed through the British chain Superdrug, marking its first foray into the European market. Besides the U.S., the makeup line is also sold in Canada and Mexico.
 
The company, which went public in 2016, has had a strong showing the past few months. In the first quarter of 2017, E.l.f. reported a 15 percent increase in net sales to $60.6 million, and projected a further increase for the rest of 2017. Like many beauty brands and stores, the company is continuing to grow even as the retail industry is struggling overall.