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North American distribution expansion for Naturium via Sephora reduces channel concentration risk and could lift near-term top-line; aligns with ELF's growth strategy and premium SKUs leverage.
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Naturium, the skincare brand owned by e.l.f. Beauty, is expanding Sephora’s footprint across Canada and Mexico, including a Mexico-exclusive launch at Sephora stores and Sephora.com.mx. The Sept. 9 rollout and Canadian online expansion will broaden Naturium's reach in North America, potentially boosting ELF's international growth and brand equity in prestige skincare.
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