What moved (Nov '25 – Oct '26)
| Metric | Nov 2025 → Oct 2026 | Change |
|---|---|---|
| Awareness | 63% → 66% | +3pp |
| Consideration | 39% → 43% | +4pp |
| Claimed Usage | 22% → 25% | +3pp |
What's behind the growth
e.l.f. has poured energy into its UK brand through women's football, stunts in unexpected places and a bigger push at Boots.
The UK has been a stated priority. In August 2026, Chairman and CEO Tarang Amin told investors: "We've now turned on our awareness-building and marketing activities in that market and have also seen a major improvement in that market." He also announced expanded space at Boots for autumn 2026.
Football is the longest-running thread. e.l.f. became Tottenham Hotspur Women's back-of-shirt partner in September 2025, its first partnership in Europe, and renewed the deal for 2026-27 in October 2026.
The stunts have been playful. In July 2026 its "Grip, Set, Go" campaign, named after its Power Grip range, gave away free driving lessons with RED Driver Training and sent 15 e.l.f.-branded cars around the country. "'Grip, Set, Go' is a perfect expression of who we are: bold disruptors with a kind heart, showing up in unexpected places where we can create something meaningful," said Yana Yarmova, General Manager, EMEA, e.l.f. Brands. The same summer it ran Pinterest corner-shop pop-ups on routes to Notting Hill Carnival and festivals, and launched a Boots-exclusive collection with Bubble.
