Beginning Nov. 21, E.l.f. Beauty products will be available at the 70 Sephora stores in the six countries making up the Gulf Cooperation Council (GCC): Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates. The GCC is the most-requested region for E.l.f. among areas without a retail presence, according to the company.
E.l.f. Beauty will mark its entry into the region with a new campaign, ‘eyes.lips.finally,’ using out-of-home marketing along Dubai’s Golden Boulevard and a digital screen takeover in Dubai Mall and the Malls in Riyadh, Saudi Arabia. The exclusive Sephora partnership builds on a 2024 E.l.f. launch in Sephora Mexico stores, and products will be available both in stores and on sephora.me.
“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,” said Jennie Laar, Chief Commercial Officer at E.l.f. Beauty in a statement. “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.”
E.l.f. Beauty is known for moving in unexpected directions, including advertising on the testosterone-heavy Super Bowl with its Judge Beauty spot earlier this year. In October 2024 E.l.f. partnered with dating app Tinder, another off-beat collaborator for a beauty brand that also counts Chipotle, Dunkin and Liquid Death among its partners.
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