e.l.f. Brand enters hair care category
The line became available starting Tuesday, June 16 on TikTok Shop, with retail partner Target carrying the products beginning Wednesday, June 24.
USA – e.l.f. Brands, the umbrella division of e.l.f. Beauty that encompasses both e.l.f. Cosmetics and e.l.f. SKIN has officially announced the debut of e.l.f. Hair, its newest category expansion.
The collection includes Never Thirsty Moisturizing Shampoo, Never Thirsty Moisturizing Conditioner, Gloss Mode Treatment Oil, Humidity Hero Anti-Frizz Styling Spray, 3-in-Wonder Magic Styling Cream and 3-in-Wonder Magic Styling Cream Wand.
Building on its core mission to make the best of beauty available to every eye, lip, and face, e.l.f. now extends that promise to hair.
The decision to enter hair care stems from e.l.f.’s commitment to its “Zero Distance” philosophy, which transforms consumer insights into immediate action. Among e.l.f.’s community, 77% have expressed they would purchase hair care products.
Earlier this year, the brand tested the market with two limited-edition Power Grip hair styling items, the Styling Wand and Hair Gel + Brush bundle, which generated overwhelmingly positive signals: 96% positive sentiment across social platforms and 65% of purchasers being new to e.l.f.
Market research from Mintel further supports this move, showing that 84% of consumers view hair as a form of personal identity and self-expression, while 73% of women and 75% of men ages 18–34 genuinely enjoy caring for their hair.
“Our community has been asking us to bring e.l.f.fordable luxury into hair, and we listened,” said Kory Marchisotto, President of e.l.f. Brands.
She emphasized that e.l.f. Hair represents a natural evolution rooted in the belief that quality beauty should be accessible to everyone, including hair.
e.l.f. Hair launches with the bold “What the h.e.l.f.?” campaign, created by Tombras and directed by Ulf Johansson, which blends beauty, storytelling, and self-expression in an entertaining, unexpected way.
The campaign stars actress Peyton List and digital creator Yonna Jay on an epic, absurd journey featuring cryptid Bigfoot (played by Robert Strange) as an unexpected co-star.
The spot is emotionally resonant, visually sweeping, and genuinely funny, built on the universal truth that when your hair looks amazing, it literally goes to your head.
The campaign is further amplified through e.l.f.’s immersive Roblox experience, where, starting June 16, players in e.l.f.UP! can grow virtual beauty businesses with new hair products, while Glow UP! introduces a dedicated hair styling section along with an exclusive collection of digital hair accessories for avatar customization.
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