E.l.f.'h'.? - E.l.f. Beauty glammed up your face. Next up: your hair
E.l.f. Beauty ELF 0.00%↑, maker of the affordable makeup and skincare brand e.l.f. Cosmetics, is coming for your hair.
The company on Monday announced the launch of e.l.f. Hair, its first-ever collection of products to glam up the hair. The brand said its expansion into haircare was in response to repeated requests from customers. But it has dipped into the hair category before when it launched a limited-edition styling hair gel and wand earlier this year as part of its Power Grip line.
True to the brand’s commitment to ensure accessibility of its products to all consumers, the collection is priced at $10 and under.
The products include:
Gloss Mode Treatment Oil ($10): This vanilla-scented oil (made with carrot root extract, citrus lemon peel oil, Jojoba seed oil) aims to reduce breakage and split ends and provide heat protection up to 450°F heat protection.
Anti-Frizz Styling Spray ($9): The heat-activated anti-frizz treatment (made with Lotus extract) is designed to fight humidity and frizz.
3-in-Wonder Magic Styling Cream ($9): This lightweight, moisturizing cream with a citrus scent provides a flexible hold for hairstyles, primes for silky blowouts, and gives a soft definition for curls.
3-in-Wonder Magic Styling Cream Wand ($6): It’s a cream + wand duo to smooth frizz, tame flyaways and edges, and enable a soft, flexible hold for touch-ups on the go.
Never Thirsty Moisturizing Shampoo ($9): The moisturizing shampoo contains Provitamin B5 and Argan oil and is suitable for all hair types.
Never Thirsty Moisturizing Conditioner ($9): Containing a vegan protein blend, Provitamin B5, and Argan oil, this fruit scented conditioner hydrates and helps to detangle and soften hair.
E.l.f. is a favorite of Gen Zers and Gen Alpha for its high-quality “dupes” of expensive skincare and makeup products at a fraction of their cost. While it did raise prices by $1 last year in response to inflation and tariff pressures, as much as 75% of its offerings still remain under $10.
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At the same time, the company has added prestige higher-priced offerings to its portfolio that include its acquisition of Hailey Bieber's skincare and cosmetics brand Rhode in a $1 billion in 2025, and Keys Soulcare, a beauty and skincare brand created in collaboration with Alicia Keys.
“What I love about E.l.f. is that we represent that value. You can buy a couple of lipsticks or our lip balms and still have money left in your pocketbook,” E.l.f. Beauty CFO Mandy Fields said in an interview with Bagable.com last November. “I think that we are accessible to everyone who wants to participate in beauty, whether you want to participate in mass or on the prestige side, our portfolio of brands really offers you an opportunity to do it across the board.”
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