e.l.f. Beauty Makes a Bold Leap into Haircare with Affordable 6-Product Line
Budget-beauty powerhouse e.l.f. Beauty (NYSE: ELF) has taken a significant step forward, officially launching e.l.f. Hair — the brand’s first-ever haircare collection. This move marks its most extensive category expansion since venturing into skincare in 2022.
The debut line boasts six high-quality products, each priced between $6 and $10:
- Never Thirsty Moisturizing Shampoo ($9)
- Never Thirsty Moisturizing Conditioner ($9)
- Gloss Mode Treatment Oil ($10)
- Humidity Hero Anti-Frizz Styling Spray ($9)
- 3-in-Wonder Magic Styling Cream ($9)
- 3-in-Wonder Magic Styling Cream Wand ($6)
All products are vegan, cruelty-free (certified by both Leaping Bunny and PETA), and free of sulfates, parabens, phthalates, and mineral oils.
The launch was fueled by overwhelming community demand — 77% of e.l.f.’s community had already expressed purchase intention for haircare. A limited-edition test run earlier this year generated 96% positive sentiment across social platforms, with 65% of purchasers being entirely new to e.l.f. products.
The collection was unveiled on TikTok Shop on June 16, with online availability at Target.com and elfhaircare.com starting June 24, and in-store availability at all U.S. Target locations beginning July 5, 2026. The daring “What the h.e.l.f.?” campaign, featuring actress Peyton List and the mythical Bigfoot, is already creating a significant buzz online and on Roblox.
Source: Beauty Packaging – e.l.f. Enters Haircare