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Beauty Launches

E.l.f. Beauty Expands into The Netherlands and Belgium

The brand is now available in Kruidvat and Trekpleister Drugstores.

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By: Rachel Klemovitch

Assistant Editor

E.l.f. Beauty has expanded e.l.f. Cosmetics and e.l.f. Skin in The Netherlands and Belgium. 

Launching in Kruidvat and Trekpleister, this marks a step forward in e.l.f.’s mission to make the best in beauty accessible to every eye, lip, and face.

Christine Cassidy, Vice President and General Manager, International, e.l.f. Beauty, said, 

“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. 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!”

E.l.f. Cosmetics first launched in The Netherlands in 2021 and in Belgium in 2023. 

As of May 26, 2025, e.l.f. Cosmetics and e.l.f. Skin products will be available in Kruidvat and Trekpleister stores in the Netherlands and Kruidvat stores in Belgium. 

The community can also shop e.l.f. products online, starting with e.l.f. Cosmetics on May 26, and e.l.f. Skin on June 2, 2025.

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