e.l.f. Beauty is an official player in the hair game. The brand has launched its first-ever hair-care line, e.l.f. Hair, expanding beyond the makeup business it built in 2004 and the skin-care category it entered with e.l.f. SKIN four years ago.
The new line, e.l.f. Hair, debuts with six products spanning cleansing, conditioning and styling, all priced at $10 or less:
- Never Thirsty Moisturizing Shampoo.
- Never Thirsty Moisturizing Conditioner
- Gloss Mode Treatment Oil
- Humidity Hero Anti-Frizz Styling Spray
- 3-in-Wonder Magic Styling Cream
- 3-in-Wonder Magic Styling Cream Wand
The move positions e.l.f. in one of beauty's most competitive categories as the brand continues to broaden its portfolio. According to the company, hair products have been among the most requested categories from its consumer base.
e.l.f. is splashing out the new line with a whimsical marketing campaign starring Bigfoot as an ardent new fan. Called “What the h.e.l.f.?” the campaign is a play on the brand's name, adding Hair to Eyes, Lips, Face.
The products launched June 16 on the TikTok Shop, followed by availability through e.l.f. and Target channels later this month.
The new line arrives as e.l.f. continues to evolve from a color cosmetics disruptor into a broader beauty player. The company reported strong growth in recent years and has expanded its reach through skincare, brand acquisitions, and new distribution channels.