Jenni Baden HowardE.l.f. Cosmetics has opened the doors to its first European office, in London. As CEW reports today, the move is in line with the company’s commitment to international growth. After launching in Italy last year, the brand soared to the country’s top spot in prestige and mass makeup, according to data from Douglas, and is ranked sixth best-selling makeup brand in the U.K., where it is sold at Boots and Superdrug. “E.l.f.’s global social presence has created demand for the brand in many markets where it doesn’t currently sell,” commented Jefferies’ Ashley Helgans. “This move should result in faster uptake in new markets and ahead of market estimates.”
In other transatlantic industry news, Beauty Pie founder Marcia Kilgore has collaborated with British makeup artist Sam Chapman to produce a capsule collection of “must-have” cosmetics for the company. “Chapman is really about creating looks that are reasonable and that women will actually do, which is so important to us at Beauty Pie,” said Kilgore.
Also in makeup news, after teasing the launch on her Instagram yesterday, Gucci Westman has unveiled her “first true lipstick”, Lip Suede Matte Lipstick, for Westman Atelier. “I wanted something with a matte yet hydrating finish, vivid payoff yet an airy texture,” she wrote of the new formula, which harnesses Hydro Suede Technology. “It had to be loaded with clean ingredients that nourish with absolutely no silicones.”
Speaking of clean beauty, Osea has opted for a 90s-inspired theme for its leap year sale and will be working with 400 influencers to promote it. “We have built a complete ‘90s-themed website,” explained Melissa Palmer, the brand’s co-founder and CEO. “This campaign was a lot of fun for the creative team to brainstorm.”
And in sun care, the Hello Sunday masstige range of affordable SPF products will be arriving at Sephora. “They liked our motto that, ‘SPF is not a privilege,’” said Hello Sunday founder, Amy Ford.
Catch up on these and other stories at the links below.
London Calling: E.l.f. Beauty opens First European Office. The 10,000-square-foot space is located at 2 Upper Street in Angel, Islington. (CEW)
Westman Atelier Launches Suede Lipstick. Founder Gucci Westman bills it as the brand’s “first true lipstick.” (@GUCCIWESTMAN)
Beauty Pie Partners With Sam Chapman. The British makeup artist has created a nine-product line up of “must-have” cosmetics for Beauty Pie. (WWD)
Hello Sunday Enters Sephora. The masstige sun care range will launch online and in over 200 of its stores. (BEAUTY INDEPENDENT)
Osea’s ’90s Throwback. The clean beauty skin care brand has revealed a retro-inspired campaign to promote its leap year sale. (GLOSSY)
Good Molecules Goes Into Target. The Gen Z-focused skin care range is now available in the retailer’s stores nationwide and online. (HAPPI)
