OAKLAND, Calif., Nov. 14, 2016 /PRNewswire/ -- e.l.f. Beauty, Inc. (NYSE: ELF), announced today that it will be expanding its presence in New York City with its first store north of Union Square, on Friday, November 18. The 520-square-foot store is located at TurnStyle, the underground marketplace located below Columbus Circle at Eighth Avenue, between 57 th and 58 th Streets. The new store is designed to bring the beauty brand to life and connect its large network of makeup enthusiasts with a unique experience focused on the ability to play, experiment and engage with e.l.f.'s high-quality, innovative products. e.l.f. Beauty, known for its extensive range of prestige-inspired cosmetics and passionate community of nearly 30 million fans, officially opens doors at its TurnStyle location on Friday, November 18 with consumer festivities through Sunday, November 20. The opening weekend will feature a complimentary lash bar, product with purchase, and gift cards for the first 50 people to arrive at the store each day. Whether you are a consumer on-the-go or a beauty aficionado, e.l.f. invites you to play beautifully® and discover the latest cosmetic and skin care essentials, like e.l.f.'s Allure Best of Beauty Cream Contour Palette and Daily Hydration Moisturizer, coveted holiday kits, and new innovations like e.l.f.'s Beautifully Bare and Aqua Beauty line. "We are thrilled to continue our expansion of e.l.f. stores, which allow us to drive engagement with our consumers, and help them connect with one another and celebrate their love of makeup. Each new opening helps us fulfill our mission to make luxurious beauty accessible for all women to play beautifully®," said John Bailey, President and Chief Financial Officer. "We look forward to providing our makeup enthusiasts with another store environment where they can explore a broad assortment of e.l.f. products and experiences."