e.l.f.’s presence is growing following successful market launch in 2024

e.l.f. Beauty (NYSE: ELF), the bold disruptor with a kind heart, continues to expand its e.l.f.iverse with its official launch at ULTA Beauty in Mexico, marking the next step of its partnership with the retailer. Beginning today, November 10, 2025, beauty enthusiasts in Mexico can explore the best of e.l.f. Cosmetics and e.l.f. SKIN at all ULTA Beauty stores across the country and on the retailer’s e-commerce platform.

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e.l.f. continues to expand its e.l.f.iverse with its official launch at ULTA Beauty in Mexico

Among the most anticipated products from the e.l.f. Cosmetics and e.l.f. SKIN portfolios that will delight the community are:

• Power Grip Primer: A holy grail gel-based, hydrating face primer that smooths skin while gripping your makeup for long-lasting wear
• Halo Glow Liquid Filter: A viral, multi-purpose, liquid glow booster that gives your complexion a soft-focus social filter effect
• Glow Reviver Lip Oil Glimmer: An ultra-shiny lip oil that intensely nourishes, hydrates, and enhances lips with a touch of shimmer and radiance
• Sheer For It Blush Tint: A value-driven, buildable, multi-purpose blush tint with a hydrating, watery texture for a long-lasting, translucent stain
• Holy Hydration! Thirst Burst Drops: Multi-use, hydrating gel serum drops that reveal a juicy, radiant complexion both instantly and over time
• Holy Hydration! Makeup Melting Cleansing Balm: A best-selling, solid cleansing balm that melts into a luxurious oil to easily melt away makeup

"Launching e.l.f. at ULTA Beauty in Mexico is a milestone moment for both companies," said Jennie Laar, Senior Vice President and Chief Commercial Officer, e.l.f. Beauty. "e.l.f. and ULTA are kindred spirits in our shared mission to make beauty accessible to all through the lenses of affordability and availability. We’re thrilled to join forces in a market with incredible opportunity, bringing premium-quality products to our community at exceptional value."

With this launch, e.l.f. will be available in all ULTA Beauty locations across Mexico as the retailer grows its own footprint throughout the country.

About e.l.f. Beauty

e.l.f. Beauty (NYSE: ELF) is fueled by a belief that anything is e.l.f.ing possible. We are a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. The mission is clear: to make the best of beauty accessible to every eye, lip and face. e.l.f. Beauty and its brands, e.l.f. Cosmetics, e.l.f. SKIN, Keys Soulcare, Well People, Naturium and rhode, are led by purpose, driven by results and elevated by superpowers, offering e.l.f. clean and vegan products. e.l.f. Beauty proudly stands as the first beauty company with Fair Trade Certified™ facilities. With a kind heart at the center of e.l.f.’s ethos, the company donates at least 2% of the prior year’s profits to organizations that make positive impacts. Learn more at www.elfbeauty.com

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