THE WHAT? Elf Beauty is planning on international expansion but it won’t be relaunching on the Chinese market any time soon. Instead, the mass beauty brand will focus its efforts on the US and Western European markets.

THE DETAILS CEO Tarang Amin told the Wall Street Journal that the Chinese market’s high structure and distribution costs acted as significant barriers to entry for independent mass market brands. Instead, it would focus its efforts on expanding its presence in the US and Western Europe.

THE WHY? In an interview with the Wall Street Journal, Amin revealed, “We have other markets that are higher priority. We manufacture our products in China but we don’t have any retail businesses in China, we didn’t like the structural economics on the mass beauty side.”