If you’ve been waiting for e.l.f. to do something about your hair, your wish has officially been granted. The brand beloved for making prestige-quality beauty shockingly accessible has announced the launch of e.l.f. Hair—a debut collection of six products that promise to bring the same value-driven ethos that won over millions of makeup and skin-care fans straight to your shower shelf and styling routine.
The collection arrives as a direct response to what e.l.f.’s community has been requesting. According to the brand, 77 percent of its community had already expressed purchase intention for hair care. To test the waters, earlier this year, e.l.f. launched two limited-edition hair styling products—Power Grip Styling Wand and Power Grip Hair Gel + Brush bundle, and consumers fell in love, paving the way for a more robust hair-care line.
“Our community does more than influence what we do—they help shape it,” Kory Marchisotto, President of e.l.f. Brands says in a press release. “e.l.f. Hair is a natural next step, rooted in our belief that the best of beauty should be accessible to every eye, lip, face and now hair.”
The line launches first on TikTok Shop on June 16, with Target’s site and elfhaircare.com following on June 24, with all U.S. Target stores carrying the line by July 5.
Meet the Collection
Six products make up the debut lineup, and in true e.l.f. fashion, nothing exceeds $10. Gloss Mode Treatment Oil ($10) is a glossy styling oil that’s clinically proven to reduce breakage by 88 percent, deliver up to 450°F heat protection and leave strands silky-soft with a vanilla scent. For those battling frizz, the Humidity Hero Anti-Frizz Styling Spray ($9) offers a heat-activated solution that seals out moisture and delivers a sleek finish.
The 3-in-Wonder Magic Styling Cream ($9) pulls triple duty—priming blowouts, defining curls and providing flexible hold—while its companion, the 3-in-Wonder Magic Styling Cream Wand ($6), makes touch-ups on the go effortless. Rounding out the lineup is a moisturizing cleanse-and-condition duo: the Never Thirsty Moisturizing Shampoo and Conditioner ($9 each), both formulated to hydrate without weighing hair down.
