E.l.f. Eyes Becoming Top Three Cosmetic Brand In Canada, UK As Non-US Sales Soar 157%
E.l.f. Beauty ranks fourth among cosmetic brands in Canada with 7% market share and number six in the UK with 5% share as its non-US sales soar 157% in its latest quarter.
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E.l.f. Beauty, Inc. will purchase LA-based Naturium skin care, a “thoughtfully formulated,” “high-performance” skin-care brand out of Los Angeles, for $355m from brand incubator The Center. Expected to close in September, the transaction will double e.l.f.’s skin-care business as a percentage of overall sales.
E.l.f. is one of only five public consumer companies out of 274 that has grown for 18 straight quarters and averaged at least 20% sales growth per quarter, chairman and CEO Tarang Amin noted during the Oakland, CA-based firm’s 1 August call to discuss Q1 results.
Dr. Squatch was able to substantiate that it uses “no harmful ingredients” as well as certain claims about avoiding a “Sh*t list” of ingredients, but agreed to modify other claims the National Advertising Division deemed falsely disparage competitor products, such as Unilever’s Dove personal-care brand.