e.l.f. Beauty Ventures into Haircare with Affordable New Line
Beauty giant e.l.f. Beauty (NYSE: ELF) has made a bold move into the haircare industry with the introduction of e.l.f. Hair. This marks the brand’s first-ever haircare collection, embodying its signature philosophy of delivering high-quality products at affordable prices to consumers nationwide.
The collection made its debut on TikTok Shop on June 16, 2026. The six-product line includes:
- Never Thirsty Moisturizing Shampoo
- Conditioner
- Gloss Mode Treatment Oil
- Humidity Hero Anti-Frizz Styling Spray
- 3-in-Wonder Magic Styling Cream
All items are priced between $6 and $10. The entire range is vegan, cruelty-free (certified by both Leaping Bunny and PETA), and free from sulfates, parabens, phthalates, and mineral oils.
The decision to launch the line was driven by the brand’s loyal fanbase. A staggering 77% of e.l.f.’s community had shown interest in purchasing haircare products. A previous test run with two limited-edition styling products garnered 96% positive feedback across social media platforms. Interestingly, 65% of the purchasers were new e.l.f. customers, indicating a significant potential for growth in this category.
The collection will be available on Target.com and elfhaircare.com from June 24, with stock arriving in all U.S. Target stores on July 5, 2026.
Source: Beauty Packaging – E.l.f. Enters Haircare (June 16, 2026)