The US beauty brand expands presence in The Netherlands and Belgium with entry into Kruidvat and Trekpleister drugstores.
As of May 26th 2025, e.l.f. Cosmetics and e.l.f. Skin products will be available in 776 Kruidvat and 183 Trekpleister stores nationwide in The Netherlands and 271 Kruidvat stores in Belgium. The community can also shop e.l.f. products online on kruidvat.nl, kruidvat.be and trekpleister.nl, starting with e.l.f. Cosmetics on May 26th and e.l.f. Skin on June 2nd 2025.
e.l.f. Cosmetics first launched in The Netherlands in 2021 and in Belgium in 2023. The brand is currently available in 15 countries and offers global distribution via eShopWorld. In Q3 of fiscal year 2025, the company’s non-U.S. net sales grew 66% year-over-year, with non-U.S. markets accounting for 20% of the company’s total net sales.
“We are excited to collaborate with Kruidvat and Trekpleister to bring e.l.f.’s premium quality products to even more beauty and skincare enthusiasts in The Netherlands and Belgium,” said Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty. “Since launching in each market, we’ve seen incredible momentum from our community, and this footprint expansion will further ensure our products are even more accessible!“
