e.l.f. Cosmetics is the first mass color brand in Sephora Brazil

e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE:ELF), today announces its expansion into Brazil, exclusively with Sephora. As the first mass color brand in Sephora Brazil, e.l.f. Cosmetics is bringing its signature combination of prestige-quality products, powerhouse innovation and accessibility to every eye, lip and face in Brazil.

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As the first mass color brand in Sephora Brazil, e.l.f. Cosmetics is bringing its signature combination of prestige-quality products, powerhouse innovation and accessibility to every eye, lip and face in Brazil.

e.l.f. Beauty has been steadily building the global footprint of its brands, doubling international sales penetration of all its brands over the last five years to 21% of net sales. e.l.f. Beauty sees significant opportunity for growth internationally and is focusing both on expanding in existing markets and selectively seeding e.l.f. Brands in new markets where it sees growing global demand from its community – and Brazil has been knocking on that door.

"Brazil has been calling for e.l.f. 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," said Kory Marchisotto, President, e.l.f. Brands. "We’ve taken the time to understand what makes Brazilian consumers unique and we’re excited to bring the best of e.l.f. to every eye, lip and face without compromise."

The numbers tell the story of a community that lives and breathes beauty:

72% of Brazilians say they would never stop buying cosmetics – 12 points higher than in the U.S.*
1 in 3 Brazilian female beauty consumers surveyed like buying beauty products from outside their country.**
85% of Brazilians agree that looking good makes them feel confident.***

With this launch, the e.l.f. Brands are furthering their presence in Latin America and building upon the No. 1 cosmetics brand ranking e.l.f. Cosmetics has achieved with Sephora in Mexico. Sephora has become a key beauty destination in Brazil, providing unique shopping experiences in the cosmetics market for trend-focused consumers. Reaching roughly 17% of the total Brazilian population, Sephora Brazil offers a powerful platform to introduce e.l.f. Cosmetics to Brazil at scale.

"Brazil is a market that closely follows the global beauty industry, and for years, we have seen consistent consumer demand for e.l.f. Cosmetics. The brand’s arrival at Sephora responds to this interest while also expanding the diversity of options available to consumers, particularly within a price range that still has room to grow in the prestige market," says Renata Nakano, Merchandising Director at Sephora Brazil.

Starting Tuesday, September 29, 2026, e.l.f. Cosmetics will be available at select Sephora Brazil stores and on sephora.com.br.

About e.l.f. Brands

e.l.f. Brands, part of e.l.f. Beauty (NYSE:ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.

Forward-looking Statements

This press release contains forward-looking statements within the meaning of the federal securities laws, including those statements relating to the launch of the e.l.f. Brands in Brazil, the success of the e.l.f. Brands in Brazil, and e.l.f. Beauty’s expectations regarding its international plans and operations and the potential international growth opportunity. Although e.l.f. Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward looking statements include, among other things, the risks and uncertainties that are described in e.l.f. Beauty's most recent Annual Report on Form 10-K, as updated from time to time in e.l.f. Beauty's SEC filings. Potential investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, e.l.f. Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future.

Sources:

*The Global Beauty Edit: Brazil’s Booming Beauty Market

**Mintel Global Consumer - Beauty, Personal Care & Household Study - March 2026

***Mintel Global Consumer – September 2025 – Beauty, Personal Care & Household

View source version on businesswire.com: https://www.businesswire.com/news/home/20260915974736/en/

Media Contact:

Hannah Rubin

Hrubin@elfbeauty.com