E.L.F Beauty Announces Departure From Chinese Market

Elf Cosmetics is leaving the Chinese market. The US-based beauty brand says its departure is coming and that its flagship store—based on e-shopping site Tmall and social media app Douyin—will shutter two weeks before that. The shop opened in 2018. The company cited “global strategy adjustments and other objective factors” in a notice on its T-mall page. As part of an online clearance sale around 30 products were still available to buy through its Tmall and Douyin shop when the news broke. All of them priced at a discount. Other products sold out quickly. Nearly all Elf products are still made in China. The move follows in the footsteps of several other beauty brands: US-based Revlon and Too Faced, owned by Estée Lauder, and Dubai-based Huda Beauty. Revlon announced the shutdown of its Tmall store. Huda shut down its own last month as well as Too Faced did the same last July.