e.l.f. Beauty has officially launched in the Gulf Cooperation Council (GCC), bringing its affordable, high-quality products to consumers across Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates.
With the GCC ranking among the world’s most active social-media markets, anticipation for e.l.f.’s arrival has been steadily rising. The region is the brand’s No. 1 most-requested market without an existing retail presence supported by a 38% increase in social mentions from GCC audiences.
e.l.f. has rolled out its new regional campaign, ‘eyes.lips.finally.’, celebrating the brand’s entry and reinforcing its mission of making premium beauty accessible to every “eye, lip and face.”
The campaign is highly visible across the region, including out-of-home billboards along Dubai’s Golden Boulevard and large-scale digital takeovers in Dubai Mall and major shopping centres in Riyadh, Saudi Arabia.
The exclusive tie-up with Sephora extends a collaboration that began in 2024 with the brand’s debut in Sephora Mexico. From November 21, customers across the GCC will be able to purchase e.l.f. Cosmetics in all 70 Sephora stores in the region. Meanwhile, both e.l.f. Cosmetics and e.l.f. SKIN are already available online via sephora.me, offering immediate access to shoppers in all six countries.
Strong International Momentum
e.l.f. Beauty’s expansion into the GCC forms part of its wider international growth strategy. The company sees significant opportunity in both strengthening current overseas markets and entering new ones.
In its most recent second-quarter FY26 financial results, non-U.S. sales accounted for approximately 20% of total net sales highlighting the increasing importance of global markets to the brand’s trajectory.
Shahriena Shukri is a journalist covering business and economic news in Malaysia, providing insights on market trends, corporate developments, and financial policies. More about Shahriena Shukri.
