E.l.f. Beauty expands retail footprint in The Netherlands and Belgium
E.l.f. Beauty is expanding its European footprint with a major retail launch in The Netherlands and Belgium, at leading drugstore chains Kruidvat and Trekpleister.
Starting May 26, E.l.f. products will be stocked in 776 Kruidvat and 183 Trekpleister stores across The Netherlands, and 271 Kruidvat stores in Belgium. Consumers can also shop online at kruidvat.nl, kruidvat.be and trekpleister.nl, starting with E.l.f. Cosmetics on May 26 and E.l.f. Skin on June 2.
"We are excited to collaborate with Kruidvat and Trekpleister to bring E.l.f.'s premium quality products to even more beauty and skincare enthusiasts in The Netherlands and Belgium," said Christine Cassidy, vice president and general manager, international, E.l.f. Beauty.
"Since launching in each market, we've seen incredible momentum from our community, and this footprint expansion will further ensure our products are even more accessible!'
Since entering The Netherlands in 2021 and Belgium in 2023, E.l.f. has gained a following across the region with products like the Halo Glow Liquid Filter, Power Grip Primer, Halo Glow Beauty Wands, and Glow Reviver Lip Oil becoming viral favourites.
With this latest move, the brand continues its momentum in international markets, where net sales outside the U.S. grew by 66% year-over-year in Q3 of fiscal 2025. Today, non-U.S. sales account for 20% of E.l.f. Beauty's total revenue.
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