Eyes Lips Face opens first store in France

By

Sarah Ahssen

Published
Feb 26, 2015

The affordable makeup brand Eyes Lips Face (e.l.f. Cosmetics) has just opened its first French store. Located in Aix-en-Provence, at 44 rue Espariat, the 538 square foot store offers hundreds of products, from lipstick to nail polish, for prices starting at 1 euro.

So far, e.l.f. Cosmetics has favored distribution via its online shops. But if successful, the company, which already has a few stores in the United States and in England, could accelerate its retail development and position itself as a direct competitor of the Italian company Kiko. This is even more likely given the fact that one year ago private investment firm TPG Growth became the brand’s majority shareholder.

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Businessman Joseph Shamah and New York makeup artist Scott-Vincent Borba got their idea from the "Dollar store" concept and in 2004 launched Eyes Lips Face, which offers products (lipsticks, eye shadows, pencils and brushes, etc.) priced at one dollar.