e.l.f. Beauty is making a major international move with its first-ever entry into the Gulf Cooperation Council (GCC) through an exclusive retail partnership with Sephora, bringing its accessible, vegan, and clean beauty lineup to beauty fans across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.
e.l.f. Beauty’s GCC debut
The launch marks the first time e.l.f. Beauty products are available at retail in the GCC, a region made up of six member countries and recognized as one of the most socially connected beauty markets in the world. The brand is positioning this expansion as the next phase of its international growth strategy and its mission to bring high-quality, affordable beauty to every eye, lip, and face.
The partnership is exclusive with Sephora, which is described as the world’s largest beauty retailer and a “best-in-class, brand-building retailer” for this rollout. The GCC is also identified as the No. 1 most requested region for e.l.f. among markets where it did not yet have a retail presence, reflecting strong existing demand.
Why GCC is a strategic move
The GCC has some of the highest social media penetration rates globally, and anticipation for e.l.f. Cosmetics and e.l.f. SKIN has been building online, with social mentions up 38% in the region, according to Google Trends data through November 4, 2025. This built-in digital buzz is a key driver of the brand’s “online first” playbook, where it stokes demand well before physical entry into a market.
International growth is already a meaningful contributor to the business, with non-U.S. sales representing approximately 20% of total net sales in e.l.f. Beauty’s second quarter of fiscal 2026, as reported in its Q2 FY2026 earnings. That context helps explain why the brand sees strong “whitespace” both in scaling existing overseas markets and opening new ones like the GCC.
Sephora rollout and distribution
Beginning November 21, e.l.f. Cosmetics will roll out across all 70 Sephora stores in the GCC, giving the brand immediate physical reach across key shopping hubs in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates. In parallel, both e.l.f. Cosmetics and e.l.f. SKIN is already available online via Sephora’s regional e-commerce platform, sephora.me, allowing the brand to tap into digitally savvy shoppers from day one.
This launch builds on an existing relationship between e.l.f. Beauty and Sephora, which began with an e.l.f. Debut at Sephora Mexico in 2024, a collaboration that is now expanding into a multi-region retail strategy. By standing “alongside the best of beauty at Sephora,” e.l.f. is framing the move as both a brand-elevating placement and a value-driven offer for local consumers.
Marketing campaign “eyes.lips.finally.”
To celebrate the launch, e.l.f. has rolled out a new regional campaign titled “eyes.lips.finally.” that tells GCC beauty consumers the wait is over. The brand is “lighting up” Dubai’s Golden Boulevard with out-of-home placements, while also taking over digital screens in Dubai Mall and major malls in Riyadh, Saudi Arabia, signaling a high-visibility entry strategy.
e.l.f. says it is committed to delighting the local community with premium-quality products at what it calls “extraordinary prices,” a value positioning that has been central to its rise in other markets. Jennie Laar, Chief Commercial Officer of e.l.f. Beauty said that”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.”
Inside e.l.f. Beauty’s brand ethos
e.l.f. Beauty describes itself as a “bold disruptor with a kind heart,” built around positivity, inclusivity, and accessibility as core values. The company’s portfolio includes e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium, and Rhode, all positioned as clean, vegan offerings serving different segments of the beauty consumer.
The company also highlights that it is the first beauty company with Fair Trade Certified facilities and donates at least 2% of the prior year’s profits to organizations with positive social impact. This purpose-led stance is increasingly important in markets like the GCC, where younger consumers closely watch how global brands align with ethics, sustainability, and community impact.
