e.l.f. Brands enters haircare market with six-product line
e.l.f. Brands has launched e.l.f. Hair, a six-product haircare line priced between $6 and $10, available on TikTok Shop starting June 16 and at Target from June 24. The move follows successful test products and strong market data showing high consumer interest in haircare as self-expression.
*this image is generated using AI for illustrative purposes only.
e.l.f. Brands, a part of e.l.f. Beauty (NYSE: ELF), has announced its entry into the haircare market with the launch of e.l.f. Hair. This new category extension features a curated assortment of six prestige-quality products, aiming to bring affordable luxury to haircare. The launch addresses a specific demand from the company's community, with 77% expressing a purchase intention for haircare products.
The new line will be available across multiple retail touchpoints starting in June 2026. Sales begin on TikTok Shop on Tuesday, June 16, followed by availability on elfhaircare.com and target.com on Wednesday, June 24. All U.S. Target stores, serving as the exclusive retail partner, will stock the products starting Sunday, July 5, 2026.
Product Assortment and Pricing
e.l.f. Hair's initial lineup includes six items designed for various hair care needs, with prices ranging from $6 to $10. The products focus on moisturizing, styling, and treatment.
| Product Name | Price |
|---|---|
| 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 |
Market Insights and Strategy
The decision to enter the haircare category follows a test-and-learn approach earlier this year, which included limited-edition styling products. The company reported 96% positive sentiment across social platforms for the test products, with 65% of purchasers being new to the e.l.f. brand.
Broader market data cited by the company indicates strong consumer interest in haircare as a form of self-expression. According to Mintel, 84% of consumers view hair as a form of personal identity. Additionally, 73% of women aged 18–34 and 75% of men in the same age group report enjoying the haircare process.
Campaign and Digital Expansion
The launch is supported by the "What the h.e.l.f.?" campaign, created with agency Tombras and directed by Ulf Johansson. The campaign features actors Peyton List and Yonna Jay, along with Robert Strange as Bigfoot. Concurrently, e.l.f. is expanding its presence on Roblox, introducing haircare products to its virtual worlds on June 16, 2026, including new digital hair accessories for avatar customization.
Will the high percentage of new customers acquired during the test phase translate into long-term brand loyalty for e.l.f.'s core cosmetics?
How will competitors in the affordable haircare space respond to e.l.f.'s entry given its strong digital marketing presence and Gen Z following?
Does the exclusive partnership with Target limit e.l.f.'s ability to scale rapidly if consumer demand exceeds initial inventory projections?
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