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e.l.f. Expands into fragrance and body care categories with launch of e.l.f. POP, debuting limited-edition holiday "spicy Bundt Nice" Collection inspired by Tromsø, Norway. e.l.f. POP transports e.l.f.'s community to sensorial destinations, starting with an arctic-inspired holiday launch e.l.f. Brands is making its move into fragrance and body care with the launch of e.l.f. POP, a new collection that transports consumers to sensorial destinations through signature scents. OAKLAND, Calif.-(BUSINESS WIRE)-e.l.f. Brands, including of e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, part of e.l.f. Beauty (NYSE: ELF), is making its move into fragrance and body care with the launch of e.l.f. POP, a new collection that transports consumers to sensorial destinations through signature scents. The category expansions debut with e.l.f. POP: Tromsø, a limited-edition holiday drop featuring "Spicy Bundt Nice" fragrance inspired by the wintery wonders of Norway. e.l.f. Brands is making its move into fragrance and body care with the launch of e.l.f. POP, a new collection that transports consumers to sensorial destinations through signature scents. Share The comprehensive e.l.f. POP lineup, featuring additional destination scents, will be released in January 2027. Highlighting e.l.f. Brands' elasticity to meet the community where they are, the debut of e.l.f. POP exemplifies e.l.f.'s approach to listening, learning and leaning in. The e.l.f. POP name is an ode to e.l.f. Cosmetics' Jelly Pop, a limited-edition mini collection and one of the brand's first community-loved scents. e.l.f. continued to embrace community signals in the category with the limited-edition fragrance collab earlier this year with H&M. Fragrance is the fastest growing beauty category globally*, and 42% of fragrance wearers who look for scents to evoke mood or emotion when purchasing**. Meeting the holiday season with a hot drop fueled by wintertime favorites, Tromsø is the first stop on e.l.f. POP's globetrotting journey. Tromsø, Norway, where the winter sky ignites with the Northern lights, is in every sense a quintessential holiday destination. e.l.f. POP: Tromsø's fragrance "Spicy Bundt Nice" captures those sensorial vibes with notes of holiday spice cake, orange zest, cardamom, butter cream frosting, cedarwood and warm musk. The spicy gourmand limited-edition e.l.f. POP: Tromsø collection includes three SKUs, all priced accessibly: fragrance mist ($13), silky body cream ($13) and a travel-size kit ($12). e.l.f. partnered with two Norwegian artists to create a holistic, transporting experience across the Tromsø collection's packaging and supporting campaign. Illustrator Esra Røise anchors the collection's visuals across the product line. Pop artist SKAAR created the soundtrack for the launch assets. "e.l.f. POP is our next bold leap as we stretch into new playgrounds and categories. Fragrance is a unique form of self-expression; it is personal and customizable. Body care transforms an everyday necessity into a ritual of self-care and indulgence. Each intentionally selected destination in the e.l.f. POP collection is designed to transport you somewhere you want to be - to make you feel something personal and special," said Oshiya Savur, Chief Marketing Officer of e.l.f. Brands. "Our destinations are a connective throughline to our community, they guided our flight path to locations that inspired the collection. It is rooted in pride and place, the power of people, which we feel is the true essence of e.l.f. POP." The e.l.f. POP: Tromsø collection launched on TikTok Shop US on October 4, 2026, during "Fall Deals for You Days," and is available on elfcosmetics.com, elfcosmetics.co.uk, TikTok Shop UK and TikTok Shop Germany starting today, October 5, 2026. The collection will also be available on Amazon (US/UK/DE/CA) on October 6, 2026. *Mintel: Fragrance Usage Consumer Study, 2025 **NIQ US Beauty & Personal Care Mid-Year Review, 2026 About e.l.f. Brands e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified(TM) facilities. Learn more at www.elfcosmetics.com.

Flau'jae Johnson, Joaquina & More front e.l.f. Cosmetics' "Mirror Mix" Music project. September 27, 2026 Deal Type: Brand Partnership Announced: September 24, 2026 * e.l.f. Cosmetics released its second original compilation album, Mirror Mix, spotlighting seven independent artists across pop, rock, R&B, and Latin music. * The album features new tracks from WNBA rookie and rapper Flau'jae Johnson and Latin Grammy winner Joaquina, alongside NEZZA, Brasko, Hello Sister, Mamii, and Sadie Rose Van. * The project includes a live Genius Open Mic performance on September 30, 2026, with full distribution across major streaming platforms and inside e.l.f. UP! on Roblox. e.l.f. Cosmetics has released Mirror Mix, an original seven-track compilation album designed to empower emerging musicians. Produced by Michelle Bell through the brand's entertainment arm, e.l.f. Made, the project brings together seven independent artists: Flau'jae Johnson, Joaquina, NEZZA, Brasko, Hello Sister, Mamii, and Sadie Rose Van. The initiative tackles financial barriers in the music industry by giving independent acts global reach without traditional label backing. Johnson stars on the track "What Can't I Do." The dual-threat talent was selected eighth overall in the 2026 WNBA Draft by the Golden State Valkyries, traded to the Seattle Storm, and recently wrapped her rookie season. She also dropped her single "Woah," filming its music video atop the Empire State Building. The project strengthens Johnson's ongoing relationship with e.l.f. Cosmetics, building on their work earlier this year for the brand's 'Show Your(se-l-f)' campaign to support her More to 4 Foundation. Outside beauty, Johnson holds major endorsement deals with Puma, Amazon, and Samsung. Venezuelan singer-songwriter Joaquina, who won Best New Artist at the 2023 Latin Grammy Awards and earned two 2026 Latin Grammy nominations, contributed the Spanish-language single "Ya No Estoy." Named e.l.f.'s newest brand ambassador, she previously partnered with the company to sing the national anthem at the 2026 NWSL Challenge Cup. To broaden music discovery, e.l.f. has teamed with Genius to host a live Open Mic showcase on September 30, concurrently integrating the featured tracks into its immersive Roblox world, e.l.f. UP!. The initiative reinforces the beauty company's culturally plugged-in marketing playbook, arriving on the heels of Sara Waisglass fronting its 'Unglammy Valley' campaign and continuing a track record of marquee tie-ins with talent like Jennifer Coolidge, Peyton List, and Manuel Turizo. By treating music production as a brand pillar rather than a fleeting marketing stunt, e.l.f. Cosmetics is reshaping how consumer brands interact with culture. Rather than merely buying thirty-second ads, the retailer acts as an indie label and creative incubator, directly underwriting music production, live Genius showcases, and virtual worlds on Roblox. Partnering with versatile young stars like Flau'jae Johnson and Joaquina gives e.l.f. credible entry points into collegiate athletics, pro sports, Latin pop, and gaming. How does Flau'jae Johnson's dual success in the WNBA and rap music set a new blueprint for athlete endorsements? Does integrating branded music into games like Roblox offer better long-term engagement than standard social media campaigns?

Olá! e.l.f. Cosmetics launches in Brazil exclusively with Sephora. e.l.f. Cosmetics is the first mass color brand in Sephora Brazil Published on 09/15/2026 at 08:32 am EDT Business Wire e.l.f. Cosmetics, a brand from e.l.f. Beauty (NYSE: ELF), today announces its expansion into Brazil, exclusively with Sephora. As the first mass color brand in Sephora Brazil, e.l.f. Cosmetics is bringing its signature combination of prestige-quality products, powerhouse innovation and accessibility to every eye, lip and face in Brazil. As the first mass color brand in Sephora Brazil, e.l.f. Cosmetics is bringing its signature combination of prestige-quality products, powerhouse innovation and accessibility to every eye, lip and face in Brazil. e.l.f. Beauty has been steadily building the global footprint of its brands, doubling international sales penetration of all its brands over the last five years to 21% of net sales. e.l.f. Beauty sees significant opportunity for growth internationally and is focusing both on expanding in existing markets and selectively seeding e.l.f. Brands in new markets where it sees growing global demand from its community - and Brazil has been knocking on that door. "Brazil has been calling for e.l.f. and we've been listening. It is one of the most passionate beauty communities in the world and a market that shares our belief that great beauty should be accessible to everyone," said Kory Marchisotto, President, e.l.f. Brands. "We've taken the time to understand what makes Brazilian consumers unique and we're excited to bring the best of e.l.f. to every eye, lip and face without compromise." The numbers tell the story of a community that lives and breathes beauty: * 72% of Brazilians say they would never stop buying cosmetics - 12 points higher than in the U.S.* * 1 in 3 Brazilian female beauty consumers surveyed like buying beauty products from outside their country.** * 85% of Brazilians agree that looking good makes them feel confident.*** With this launch, the e.l.f. Brands are furthering their presence in Latin America and building upon the No. 1 cosmetics brand ranking e.l.f. Cosmetics has achieved with Sephora in Mexico. Sephora has become a key beauty destination in Brazil, providing unique shopping experiences in the cosmetics market for trend-focused consumers. Reaching roughly 17% of the total Brazilian population, Sephora Brazil offers a powerful platform to introduce e.l.f. Cosmetics to Brazil at scale. "Brazil is a market that closely follows the global beauty industry, and for years, we have seen consistent consumer demand for e.l.f. Cosmetics. The brand's arrival at Sephora responds to this interest while also expanding the diversity of options available to consumers, particularly within a price range that still has room to grow in the prestige market," says Renata Nakano, Merchandising Director at Sephora Brazil. Starting Tuesday, September 29, 2026, e.l.f. Cosmetics will be available at select Sephora Brazil stores and on sephora.com.br. About e.l.f. Brands e.l.f. Brands, part of e.l.f. Beauty (NYSE: ELF), includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, and is fueled by a mission to make the best of beauty accessible and a purpose to make the world a better place for every eye, lip and face. Purpose led and results driven, e.l.f. Beauty is a different kind of company that disrupts norms, shapes culture and connects communities through positivity, inclusivity and accessibility. As a bold disruptor with a kind heart, e.l.f. Brands' superpowers are delivering universally appealing, premium-quality products at affordable prices that are vegan, e.l.f. clean and double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. Brands are proud to have products made in Fair Trade Certified(TM) facilities. Learn more at www.elfcosmetics.com. Forward-looking Statements This press release contains forward-looking statements within the meaning of the federal securities laws, including those statements relating to the launch of the e.l.f. Brands in Brazil, the success of the e.l.f. Brands in Brazil, and e.l.f. Beauty's expectations regarding its international plans and operations and the potential international growth opportunity. Although e.l.f. Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward looking statements include, among other things, the risks and uncertainties that are described in e.l.f. Beauty's most recent Annual Report on Form 10-K, as updated from time to time in e.l.f. Beauty's SEC filings. Potential investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, e.l.f. Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future. *The Global Beauty Edit: Brazil's Booming Beauty Market **Mintel Global Consumer - Beauty, Personal Care & Household Study - March 2026 ***Mintel Global Consumer - September 2025 - Beauty, Personal Care & Household View source version on businesswire.com: https://www.businesswire.com/news/home/20260915974736/en/ (C) Business Wire - 2026