e.l.f. Cosmetics: A Trailblazer in Sephora Brazil as the First Mass Brand
Affordable beauty powerhouse e.l.f. Cosmetics (NYSE: ELF) is making waves in South America with a landmark international expansion. The brand has launched exclusively with Sephora Brazil, marking its position as the first mass-market color cosmetics brand to ever grace the shelves of this prestigious retailer in the country. The products will be available starting September 29, 2026, at select Sephora Brazil stores and on sephora.com.br.
The launch includes crowd-favourite products such as the Lash XTNDR Mascara, Glow Reviver Lip Oil in Red Delicious, and the viral Power Grip Primer — all known for delivering prestige-quality results at accessible price points. Sephora Brazil’s platform is estimated to reach roughly 17% of the country’s population, providing powerful distribution reach from day one.
“Brazil has been calling for ELF and we’ve been listening,” said Kory Marchisotto, President of ELF Brands. “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.”
This move further accelerates e.l.f. Beauty’s global push. International sales have doubled over five years and now represent 21% of net sales, with Brazil positioned as a key growth market.
Source: HAPPI – ELF Cosmetics Launches in Brazil Via Sephora