THE WHAT? e.l.f Beauty has cut the ribbon on its first European office. The London base furthers the brand’s commitment to growing its international business. The 10,000 square-foot space in Islington houses 40 employees and will act as a global hub for the brand.

THE DETAILS e.l.f entered the UK market in 2014 and is now ranked sixth among mass market make-up brands. It followed this success with its Italian launch last year, quickly growing to become the No.1 make-up brand across mass and prestige at Douglas.

THE WHY? e.l.f is prioritizing three areas for overall growth and market penetration: color cosmetics, skin care and international. The latter saw sales grow 119 percent year-on-year in the last quarter. Tarang Amin, Chairman and CEO, e.l.f Beauty, explains, “We see significant runway in both the UK and other markets around the world. e.l.f. will bring its unique value proposition, powerhouse innovation and disruptive marketing engine – which have proven to resonate across categories and geographies – into new places and spaces with the purpose to serve every eye, lip and face.”