e.l.f. Beauty Inc. is expanding its presence in The Netherlands and Belgium by launching its products in KRUIDVAT and TREKPLEISTER drugstores. This development is part of the brand's international growth strategy, aiming to make premium quality beauty products more accessible. Since its initial launch in The Netherlands in 2021 and Belgium in 2023, e.l.f. has gained popularity with products like the Halo Glow Liquid Filter and Power Grip Primer. As of May 26, 2025, e.l.f. products will be available in numerous Kruidvat and Trekpleister stores across both countries, as well as online. This expansion is a significant step in e.l.f.'s mission to cater to beauty enthusiasts worldwide, with non-U.S. markets now accounting for 20% of the company's total net sales.
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