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Highlights:

  • l.f. Cosmetics and e.l.f. SKIN will be available in over 1,200 stores across The Netherlands and Belgium.
  • The expansion supports the company's international sales growth, with non-U.S. sales up 66% year-over-year in Q3 FY25.
  • Products will be accessible both in-store and online through Kruidvat and Trekpleister starting May 26, 2025.

e.l.f. Beauty has announced a retail expansion in the Netherlands and Belgium through partnerships with two major drugstore chains, Kruidvat and Trekpleister. Starting May 26, 2025, consumers in both countries will be able to find e.l.f. Cosmetics and e.l.f. SKIN products on shelves in hundreds of stores, as well as through affiliated online platforms.

This move is part of e.l.f. Beauty’s broader international strategy, which has already seen the brand extend its presence to 15 countries. According to the company, international markets now represent 20% of its overall net sales. In the third quarter of fiscal year 2025, e.l.f. reported a 66% increase in net sales from non-U.S. regions compared to the same period the previous year.

In The Netherlands, e.l.f. products will be sold in 776 Kruidvat and 183 Trekpleister stores. In Belgium, they will be available in 271 Kruidvat locations. Online availability will accompany the retail launch, with e.l.f. Cosmetics products appearing on kruidvat.nl, kruidvat.be, and trekpleister.nl from May 26, and e.l.f. SKIN products following on June 2, 2025.

Christine Cassidy, Vice President and General Manager of International at e.l.f. Beauty, noted that customer response in these markets has been encouraging since the initial launches the Netherlands in 2021 and Belgium in 2023. The new partnership with Kruidvat and Trekpleister is expected to improve in-market accessibility for consumers already familiar with the brand and draw new customers.

Some of the company’s more well-known products, such as the Halo Glow Liquid Filter, Power Grip Primer, Glow Reviver Lip Oil, and Halo Glow Beauty Wands, have already found popularity among beauty enthusiasts in both countries, especially through social media-driven awareness.

Kruidvat operates more than 1,250 stores across the Netherlands and Belgium and employs roughly 25,000 people. It is a leading retailer in the health and beauty category. Trekpleister, with over 2,000 employees, also holds a strong presence in the Dutch market, offering a broad range of personal care and wellness products.