e.l.f. Launches Nationwide at ULTA Beauty Mexico, Pushing Further Into International Retail
e.l.f. Broadens Access With New Retail Milestone in Mexico
e.l.f. Beauty (NYSE:ELF) is taking a major step in its global growth strategy by launching its full range of e.l.f. Cosmetics and e.l.f. SKIN at ULTA Beauty stores across Mexico. Starting November 10, 2025, beauty lovers in Mexico can shop in-store or online at ULTA, further solidifying e.l.f.’s mission to make premium-quality beauty accessible for everyone.
Popular e.l.f. Products Headline the Launch
For its Mexico debut, e.l.f. spotlights some of its best-selling products that have built a strong following globally. Here’s a quick look at the highlights:
| Product Name | Key Feature | Category |
|---|---|---|
| Power Grip Primer | Gel-based, hydrating face primer for long-lasting makeup wear | Face Primer |
| Halo Glow Liquid Filter | Liquid glow booster for a soft-focus, filter-like effect | Complexion Enhancer |
| Glow Reviver Lip Oil Glimmer | Ultra-shiny, nourishing lip oil with shimmer | Lip Oil |
| Sheer For It Blush Tint | Buildable, hydrating blush tint for a long-lasting, translucent finish | Blush |
| Holy Hydration! Thirst Burst Drops | Multi-use hydrating gel serum drops for a radiant complexion | Skincare Serum |
| Holy Hydration! Makeup Melting Cleansing Balm | Solid cleansing balm that removes makeup with a luxurious oil feel | Cleansing Balm |
Brand Purpose Aligns With Expanding Global Footprint
The expansion in Mexico is not just about new storefronts. e.l.f. and ULTA Beauty both prioritize making high-quality, affordable, and clean beauty products available to everyone. As e.l.f. Senior Vice President Jennie Laar noted, this partnership aims to reach a broader community by combining affordability with premium ingredients and vegan formulations.
Social Impact and Community Commitment
e.l.f. Beauty continues to differentiate itself through its social mission—committing at least 2% of the previous year's profits to nonprofit organizations making positive change. As the first beauty company with Fair Trade Certified™ facilities, e.l.f. aims to back up its inclusive marketing with meaningful action. The new Mexico presence not only supports e.l.f.'s international business goals, but also reflects its pledge to leave a positive mark in every market it enters.
Key Takeaways: Expanding Accessibility, Reinforcing Mission
With this latest launch at ULTA Beauty Mexico, e.l.f. Beauty is underscoring its ambition to become a truly global and inclusive brand. By combining an expanded retail footprint with best-selling, vegan-friendly products and a values-driven mission, e.l.f. is poised to deepen its connection with beauty enthusiasts across Mexico and beyond.
To see more details about e.l.f. Beauty's recent initiatives, visit their official site or check out the full press release on Business Wire.
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