e.l.f. Beauty launches in GCC countries via Sephora

UAE – e.l.f. Beauty has officially launched in the Gulf Cooperation Council (GCC) region for the first time. 

This region includes Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates. 

The brand’s entry into the Middle East is through an exclusive retail collaboration with Sephora, the world’s largest beauty retailer. 

These e.l.f. Cosmetic products will be available in all 70 Sephora stores throughout the GCC and online on Sephora’s regional e-commerce platform, sephora.me.

Jennie Laar, Chief Commercial Officer, e.l.f. Beauty, stated, “We’re thrilled to partner with Sephora, a best-in-class, brand-building retailer, to answer our community’s call and bring e.l.f. directly to their doorstep in the GCC,”

“Standing alongside the best of beauty at Sephora, we’re committed to delivering the exceptional quality and value our GCC community has been waiting for.”

The region was the most requested by consumers, where e.l.f. previously had no physical retail presence, reflected by a 38% increase in social media mentions ahead of the launch. 

The high social media engagement fits well with the GCC’s digitally savvy population, which e.l.f. targets by building anticipation online ahead of market entries.

Supporting the launch is a marketing campaign titled “eyes.lips.finally,” which highlights the brand’s mission to make premium-quality beauty accessible to every eye, lip, and face. 

This campaign features prominent out-of-home advertising, including digital screen takeovers in Dubai Mall and key malls in Riyadh, as well as large-format billboards along Dubai’s Golden Boulevard, amplifying brand visibility in major retail hubs.

Besides its core e.l.f. Cosmetics and e.l.f. SKIN lines, the company also owns other brands like Keys Soulcare, Well People, Naturium, and Rhode, all of which are created with a purpose-driven and results-oriented approach. 

The company holds the distinction of being the first beauty company to have Fair Trade Certified™ manufacturing facilities. 

Holding kindness central to its ethos, e.l.f. Beauty donates at least 2% of its previous year’s profits to charitable organizations that create positive social impact.

This GCC launch follows the success of prior international expansions, such as the 2024 Sephora launch in Mexico, and reflects e.l.f.’s broader strategy to grow its global footprint. 

Non-U.S. sales have been growing, accounting for approximately 20% of net revenue in the second quarter of fiscal year 2026, underscoring the brand’s increasing presence beyond the domestic U.S. market.

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