ELF Beauty has partnered with Sephora to enter the Gulf Cooperation Council (GCC), marking the brand’s first entry into the Middle East and advancing its global expansion strategy.
The rollout covers all 70 stores in six GCC markets: Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the UAE. It includes the ‘eyes.lips.finally.’ campaign, featuring advertising along Dubai’s Golden Boulevard, digital screens at Dubai Mall, and major retail locations in Riyadh.
“We’re thrilled to partner with Sephora, a best-in-class, brand-building retailer, to answer our community’s call and bring ELF directly to their doorstep in the GCC,” said Jennie Laar, chief commercial officer of ELF Beauty.
“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,” she added.
The partnership builds on the brand’s global network, which began with the launch at Sephora Mexico in 2024. The expansion also supports ELF’s international growth strategy, with non-US markets representing approximately 20 per cent of total net sales in the second quarter of fiscal year 2026.
