e.l.f. Beauty has officially entered the Gulf Cooperation Council (GCC) for the first time, partnering exclusively with Sephora to bring its products to consumers across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. The launch, announced on 20 November, marks a significant expansion for the California-based beauty company as it continues to strengthen its international footprint.
The region has long represented a key opportunity for the brand, which has built an online following prior to entering the GCC. According to the company, the GCC is the number one most requested region among markets where e.l.f. did not previously have a retail presence, supported by social mentions rising 38%.* With some of the highest social media engagement rates globally, the company says demand for both e.l.f. Cosmetics and e.l.f. SKIN had been steadily climbing.
To mark its arrival, e.l.f. has launched a campaign titled ‘eyes.lips.finally.’, aimed at signalling to consumers that the brand has officially landed in the region. The rollout includes extensive outdoor displays across Dubai’s Golden Boulevard, a large-scale digital activation inside Dubai Mall, and further visibility in malls in Riyadh, Saudi Arabia. The brand says it intends to bring premium-quality products at accessible prices to local communities throughout the GCC.
Jennie Laar, Chief Commercial Officer at e.l.f. Beauty, said: “We’re thrilled to partner with Sephora, a best-in-class, brand building retailer, to answer our community’s call and bring e.l.f. directly to their doorstep in the GCC. Standing alongside the best of beauty at Sephora, we’re committed to delivering the exceptional quality and value our GCC community has been waiting for.”
The partnership extends an already established relationship between the two companies, following an e.l.f. launch in Sephora Mexico in 2024. Beginning 21 November, e.l.f. Cosmetics will be stocked across all 70 Sephora stores in the GCC. Meanwhile, both e.l.f. Cosmetics and e.l.f. SKIN are available to purchase online across the region via the retailer’s digital platform, sephora.me.
The company says it sees strong potential for growth in existing international markets as well as untapped expansion regions. In its recently reported second quarter of FY26, e.l.f. confirmed that non-U.S. sales accounted for approximately 20% of total net sales.
