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Look Who's e.l.f.ing Hair: e.l.f. Enters the Haircare Chat in New Category Extension

  • e.l.f. Brands announced the launch of e.l.f. Hair, its newest category extension featuring six prestige-quality products.
  • The new line addresses community demand for "e.l.f.fordable luxury" after 77% of the community expressed purchase intention for haircare.
  • A test-and-learn approach earlier in 2026 with limited-edition items yielded 96% positive social sentiment and attracted 65% new customers.
  • The launch lineup includes 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).
  • The "What the h.e.l.f.?" campaign stars Peyton List & Yonna Jay, features Bigfoot played by Robert Strange, & is created with Tombras.
  • An immersive Roblox experience launching June 16, 2026, allows players to grow virtual beauty businesses & customize avatars with exclusive digital hair accessories.
  • e.l.f. Hair will be available on TikTok Shop starting Tuesday, June 16, 2026.
  • Online sales via elfhaircare.com & target.com begin Wednesday, June 24, 2026.
  • All U.S. Target stores will carry the exclusive collection starting Sunday, July 5, 2026.
  • All products are vegan, e.l.f. clean, cruelty-free (Leaping Bunny & PETA certified), & made in Fair Trade Certified facilities.