E.l.f. Beauty Amplifies Its Presence in the Netherlands and Belgium

E.l.f. Beauty is expanding its retail presence in Europe with a significant launch in both the Netherlands and Belgium. This expansion sees the brand’s products now available in major drugstore chains, Kruidvat and Trekpleister.

From May 26, E.l.f. products will be available in 776 Kruidvat stores and 183 Trekpleister locations across the Netherlands, as well as 271 Kruidvat stores in Belgium. Customers can also shop online at kruidvat.nl, kruidvat.be, and trekpleister.nl, starting with E.l.f. Cosmetics on May 26 and E.l.f. Skin on June 2.

Growing Presence in the Market

Christine Cassidy, Vice President and General Manager of International Operations at E.l.f. Beauty, shared her enthusiasm about the partnership: “We are thrilled to collaborate with Kruidvat and Trekpleister to offer E.l.f.’s premium-quality products to an even broader audience of beauty and skincare enthusiasts in the Netherlands and Belgium.”

Since launching in the Netherlands in 2021 and Belgium in 2023, E.l.f. has garnered a loyal following with products such as the Halo Glow Liquid Filter, Power Grip Primer, and Halo Glow Beauty Wands, all becoming viral favorites.

Expanding International Reach

This expansion marks a significant milestone for E.l.f. as the company continues to grow in international markets. In Q3 of fiscal 2025, net sales outside the United States saw a remarkable 66% year-over-year growth. Non-U.S. sales now account for 20% of E.l.f. Beauty’s total revenue.

This move further reinforces the brand’s commitment to making its products more accessible to beauty enthusiasts across Europe.