Elf cosmetics has announced an exclusive expansion into Brazil through a partnership with Sephora on 29 September, 2026.
According to the business, this marks the first mass color brand to be available in Sephora Brazil and furthers the company’s presence in Latin America.
The announcement highlights Elf Beauty’s international growth, stating that more than 50 per cent of its international sales now come from outside the US.
The company plans to leverage the significance of the Brazil market which has 213m consumers and ranks as the fourth largest beauty market worldwide, according to research.
This new partnership with Sephora Brazil represents a notable step in the brand’s cosmetics’ international distribution strategy.
The company positions this move as an opportunity to increase its penetration in key global markets.
The brand’s plans about its significant five-year international sales penetration reflects its focus on expanding beyond the US markets.
Kory Marchisotto, president of Elf brands said: “Brazil has been calling for Elf and we’ve been listening. It is one of the most passionate beauty communities in the world and a market that shares our belief that great beauty should be accessible to everyone.
“We’ve taken the time to understand what makes Brazilian consumers unique and we’re excited to bring the best of Elf to every eye, lip and face without compromise.”
The partnership with Sephora Brazil is presented as a strategic channel for Elf beauty to reach a large and growing consumer base with its wide range of products.
This expansion aligns with Elf cosmetics’ broader emphasis on international growth as it plans to push towards an established presence across multiple countries.
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