e.l.f. Cosmetics launch new bronzing drops and opens European HQ in London
e.l.f. Cosmetics is set to launch its innovative SKIN Bronzing Drops in the UK, offering a sun-kissed glow alongside a boost of nourishing antioxidants.
Bronzed perfection with a conscience
Available from April 11th for e.l.f. Beauty Squad members and April 16th for wider release on elfcosmetics.co.uk, the SKIN Bronzing Drops (£12) are crafted for those craving a radiant, vacation-worthy complexion without stepping foot outside. Infused with a blend of vitamin E, sunflower seed oil, marula oil, and raspberry seed oil, these bronzing serums promise not only a perfect glow but also skin that feels as good as it looks.
Easily integrated into any skincare routine, the drops can be mixed with serums, moisturisers, or oils, allowing customizable intensity from a subtle sheen to a deep bronze. With three shades available – Rose Gold, Pure Gold, and Copper Gold – there’s a match for every skin tone, encapsulating e.l.f.’s ethos of inclusivity and accessibility.
A leap forward in sustainability
True to its reputation for ethical and sustainable beauty, e.l.f. continues to exceed industry standards by banning over 1,600 ingredients beyond EU and FDA requirements, ensuring all products are cruelty-free and vegan. Additionally, e.l.f.’s partnership with Fair Trade USA™ and commitment to manufacturing in Fair Trade Certified™ facilities underline its dedication to ethical practices across the globe.
The recent opening of e.l.f.’s European headquarters in London underscores the brand’s commitment to international expansion and diversity. With nearly 40 employees, the new office serves as a global hub, reflecting e.l.f.’s vision of empowering a worldwide community through positivity, inclusivity, and accessibility.
Tarang Amin, Chairman and CEO of e.l.f. Beauty, expressed enthusiasm for the brand’s trajectory, stating, “We see significant runway in both the U.K. and other markets around the world. Our unique value proposition, powerhouse innovation, and disruptive marketing engine are set to resonate further as we explore new markets.”
e.l.f. Cosmetics’ rise to the No. 6 mass makeup brand in the UK, alongside its successful launch in Italy, where it quickly became the No. 1 makeup brand at Douglas, demonstrates the brand’s growing influence and appeal across Europe.
