e.l.f. Cosmetics: Pioneering Mass Brand Launch at Sephora Brazil

Budget-friendly beauty powerhouse e.l.f. Cosmetics (NYSE: ELF) has officially expanded into Brazil, making history as the first mass color cosmetics brand to launch within Sephora Brazil. The milestone rollout, announced on September 15, 2026, places e.l.f. alongside prestige beauty players inside Sephora stores across Brazil — a country renowned for its passionate and rapidly growing beauty consumer base.

Starting September 29, 2026, shoppers in Brazil will be able to find e.l.f. products at select Sephora Brazil brick-and-mortar locations and on sephora.com.br. Launch products will include:

• The beloved Lash XTNDR Mascara
• The Glow Reviver Lip Oil in Red Delicious
• The cult-favorite Power Grip Primer

“Brazil has been calling for e.l.f. and we’ve been listening,” said Kory Marchisotto, President of e.l.f. 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.” The move further cements e.l.f. Beauty’s aggressive international expansion strategy, following recent launches in Sephora Mexico and Sephora Canada. e.l.f. Beauty is currently valued at approximately $5.7 billion.

Source: HAPPI — ELF Cosmetics Launches in Brazil Via Sephora