From Our CMO’s Desk
Global expansion used to mean price wars. Now it’s about purpose alignment. e.l.f. and Ulta share the same DNA: beauty that doesn’t cost belief.
Go Deeper
The partnership brings e.l.f.’s viral bestsellers Power Grip Primer, Halo Glow Liquid Filter, and Glow Reviver Lip Oil to every Ulta Beauty store and digital storefront in Mexico.
Chief Commercial Officer Jennie Laar said the collaboration reflects “a shared mission to make premium-quality beauty accessible and inclusive.”
The move builds on e.l.f.’s global growth momentum following record FY 2025 earnings and consistent double-digit international expansion.
Ulta Mexico provides a strategic foothold in Latin America’s fast-growing beauty market, where Gen Z consumers prioritize cruelty-free, performance-first, and socially aware brands.
Beyond product availability, the partnership will feature influencer collaborations and localized campaigns celebrating self-expression across cultures.
For Ulta, e.l.f.’s entry reinforces its positioning as a discovery-led retailer that merges global favorites with local relevance.
For e.l.f., it’s proof that its formula ethics, affordability, and community scales across borders.
Bottom Line
e.l.f.’s Mexico expansion shows that inclusive beauty travels well when built on authenticity, not aspiration.
Published: November 10, 2025
Sources: Business Wire, “e.l.f. Beauty enters Ulta Beauty Mexico,” Nov 10, 2025.
