Highlights 

  • e.l.f. products are now available in all ULTA Beauty stores and online across Mexico. 
  • Key offerings include primers, lip oils, blush tints, and hydrating serums. 
  • Partnership enables broader accessibility of e.l.f. Cosmetics and e.l.f. SKIN products. 

e.l.f. Beauty (NYSE:ELF) has officially launched its products at ULTA Beauty locations throughout Mexico, following the brand’s initial market introduction in 2024. The launch represents a continuation of the partnership between e.l.f. and ULTA Beauty, offering customers nationwide access to e.l.f. Cosmetics and e.l.f. SKIN in-store and via ULTA’s e-commerce platform. 

Product Portfolio 

The Mexico launch features several notable products from the e.l.f. Cosmetics and e.l.f. SKIN lines, including: 

  • Power Grip Primer – Gel-based face primer that smooths skin and enhances makeup longevity. 
  • Halo Glow Liquid Filter – Liquid glow booster for a soft-focus complexion effect. 
  • Glow Reviver Lip Oil Glimmer – Lip oil that provides hydration, shine, and shimmer. 
  • Sheer For It Blush Tint – Buildable, hydrating blush with a translucent finish. 
  • Holy Hydration! Thirst Burst Drops – Multi-use gel serum drops to promote a radiant complexion. 
  • Holy Hydration! Makeup Melting Cleansing Balm – Solid cleansing balm that transforms into oil for makeup removal. 

Management Commentary 

Jennie Laar, Senior Vice President and Chief Commercial Officer at e.l.f. Beauty, said: 
"Launching e.l.f. at ULTA Beauty in Mexico is a milestone moment for both companies. e.l.f. and ULTA are kindred spirits in our shared mission to make beauty accessible to all through the lenses of affordability and availability. We’re thrilled to join forces in a market with incredible opportunity, bringing premium-quality products to our community at exceptional value." 

Distribution and Market Access 

With this rollout, e.l.f. products are now available at all ULTA Beauty stores in Mexico. The expansion coincides with ULTA’s ongoing growth in its retail presence across the country. 

About e.l.f. Beauty 

e.l.f. Beauty (NYSE:ELF) is a global cosmetics and skincare company emphasizing accessibility, inclusivity, and sustainability. Its portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium, and rhode. The company offers clean, vegan products and operates Fair Trade Certified™ facilities. e.l.f. also contributes at least 2% of the prior year's profits to organizations focused on positive social impact.