ELF Enters Haircare

ELF has entered haircare.

Debuting with a curated assortment of six haircare products, ELF Hair marks the company’s newest category extension.

Earlier this year, a test-and-learn approach by the brand with two limited-edition hair styling products – Power Grip Styling Wand and Power Grip Hair Gel + Brush bundle – signaled positive results: 96% positive sentiment across all social platforms and 65% of purchasers across connected commerce were new to the brand.

“Our community has been asking us to bring [elf] fordable luxury into hair – and we listened,” said Kory Marchisotto, president, ELF Brands. “ELF 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 Lineup

Never Thirsty Moisturizing Shampoo ($9) is a moisturizing shampoo that cleanses with a “luxurious” lather to remove oil and product buildup for soft, smooth hair with a bright and uplifting fruit scent.

Never Thirsty Moisturizing Conditioner ($9) is a moisturizing conditioner with a bright and uplifting fruit scent that hydrates hair without weighing it down.

Gloss Mode Treatment Oil ($10) is a styling oil that strengths hair leaving it soft and silky with a layered vanilla and peony scent.

Humidity Hero Anti-Frizz Styling Spray ($9) is a heat-activated treatment for fizz control that repels humidity.

Three-in-Wonder Magic Styling Cream ($9) is a lightweight, moisturizing cream that provides a flexible hold for smooth styles and gives curls soft definition with a citrus scent.

Three-in-Wonder Magic Styling Cream Wand ($6) smooths frizz, slick flyaways and edges and styles with a soft, flexible hold.

ELF Hair will be available to shop starting today on TikTok Shop online at Target on Wednesday, June 24 and in all Target stores on Sunday, July 5.

For more on the haircare market, go here.

Watch the promotional video here: