E.l.f. Beauty Broadens Its Retail Presence in the Netherlands and Belgium

E.l.f. Beauty is expanding its retail presence in Europe by launching its products in major drugstore chains Kruidvat and Trekpleister in the Netherlands and Belgium.

Starting from May 26, E.l.f. products will be available in 776 Kruidvat and 183 Trekpleister stores across the Netherlands, along with 271 Kruidvat locations in Belgium. Additionally, customers can shop online through kruidvat.nl, kruidvat.be, and trekpleister.nl, with E.l.f. Cosmetics launching on May 26 and E.l.f. Skin following on June 2.

Partnership with Kruidvat and Trekpleister

Christine Cassidy, Vice President and General Manager of International Operations at E.l.f. Beauty, expressed enthusiasm about the new collaboration, stating, “We are thrilled to partner with Kruidvat and Trekpleister to bring E.l.f.’s high-quality products to an even broader audience of beauty and skincare lovers in both the Netherlands and Belgium. Since entering each market, we’ve experienced incredible support from our community, and this expansion will help ensure our products are even more accessible.”

Gaining Popularity in the Region

Since its arrival in the Netherlands in 2021 and Belgium in 2023, E.l.f. Beauty has garnered a loyal following. Iconic products like the Halo Glow Liquid Filter, Power Grip Primer, Halo Glow Beauty Wands, and Glow Reviver Lip Oil have quickly become viral hits among consumers.

This expansion is part of E.l.f.’s broader international growth strategy, with the brand seeing a 66% year-over-year increase in net sales outside of the U.S. during the third quarter of fiscal year 2025. International sales now contribute to 20% of E.l.f. Beauty’s total revenue.