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

OAKLAND, Calif.--(BUSINESS WIRE)--e.l.f. Brands, a part of e.l.f. Beauty (NYSE: ELF), inclusive of e.l.f. Cosmetics and e.l.f. SKIN, announced today the launch of e.l.f. Hair. Debuting with a curated assortment of six prestige-quality products, e.l.f. Hair marks e.l.f.’s newest category extension and an answer to what the community is asking for: e.l.f.fordable luxury.

Debuting with a curated assortment of six prestige-quality products, e.l.f. Hair marks e.l.f.’s newest category extension and an answer to what the community is asking for: e.l.f.fordable luxury.

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e.l.f.’s mission is to make the best of beauty accessible to every eye, lip and face. Now, that extends to hair. What the h.e.l.f.? Starting Tuesday, June 16 on TikTok Shop and with retail partner Target on Wednesday, June 24, e.l.f. Hair will be available to shop.

Among e.l.f.’s community, 77% have expressed purchase intention of haircare, and e.l.f. takes its Zero Distance commitment from insight to action seriously.

Earlier this year, e.l.f. took a test-and-learn approach with two limited-edition hair styling products – Power Grip Styling Wand and Power Grip Hair Gel + Brush bundle. e.l.f. listened to the enthusiastic signals:

• 96% positive sentiment across all social platforms*
• 65% of purchasers across connected commerce were new to e.l.f.**

The broader market data is also compelling. According to Mintel:

• 84% of consumers say self-expression drives them to view hair as a form of personal identity***
• 73% of women ages 18–34 say they genuinely enjoy the process of caring for their hair – a sentiment echoed by 75% of men in the same age group****

“Our community has been asking us to bring e.l.f.fordable luxury into hair - and we listened,” said Kory Marchisotto, President, e.l.f. Brands. “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. Our community does more than influence what we do, they help shape it. We take their insights and turn them into something meaningful, with a little wit and a lot of intention. This is just the beginning of e.l.f. Hair and we will continue to listen to the signals the community sends us on what they want next.”

e.l.f. Hair’s powerhouse innovation includes six prestige-quality products. Committed to incredible value, e.l.f. is empowering its community to create a luxurious experience anytime, anywhere through its launch lineup:

1. Never Thirsty Moisturizing Shampoo ($9): Have some good clean fun with this gentle moisturizing shampoo that cleanses and lathers luxuriously to remove oil and product buildup for soft, smooth hair with a bright and uplifting fruit scent.
2. Never Thirsty Moisturizing Conditioner ($9): This moisturizing conditioner with a bright and uplifting fruit scent hydrates hair without weighing it down. It detangles for silky-soft, shiny locks.
3. Gloss Mode Treatment Oil ($10): Have the shine of your life with this glossy styling oil that strengths hair and helps protect it from heart of soft, silky-feeling strands with a layered vanilla and peony scent.
4. Humidity Hero Anti-Frizz Styling Spray ($9): Lock down a silky-smooth look with the heat activated treatment for fizz control that repels humidity so you can get slick done.
5. 3-in-Wonder Magic Styling Cream ($9): This lightweight, moisturizing cream provides a flexible hold for smooth styles, primes for silky blowouts and gives curls soft definition with an effervescent citrus scent.
6. 3-in-Wonder Magic Styling Cream Wand ($6): Use the wand to smooth frizz, slick flyaways and edges and style with a soft, flexible hold.

e.l.f. Hair is making its entrance to the world with “What the h.e.l.f.?”, a bold, unexpected and entertaining campaign that brings together the best of beauty, storytelling and self-expression.

The campaign, created with Tombras and directed by Ulf Johansson, stars Peyton List and Yonna Jay, taking a journey that is equal parts epic and absurd. With an unexpected co-star Bigfoot, as played by Robert Strange, the spot is emotionally resonant, visually sweeping and, in true e.l.f. fashion, genuinely funny. It is built around a simple universal truth: when your hair looks so good, it goes to your head. Watch the e.l.f.ing entertaining “What the h.e.l.f.?” campaign here.

The campaign is further amplified through e.l.f.’s immersive experience on Roblox. Starting Tuesday, June 16, e.l.f. is bringing haircare to its virtual worlds. In e.l.f.UP!, players can grow their virtual beauty businesses with new hair products, and the Glow UP! experience introduces a dedicated hair styling section. To celebrate the expansion, e.l.f. is dropping an exclusive collection of digital hair accessories for players to customize their avatars.

e.l.f. Hair is available to shop across the following retail touchpoints:

• TikTok Shop: Tuesday, June 16, 2026
• elfhaircare.com & target.com: Wednesday, June 24, 2026
• All U.S. Target stores (exclusive retail partner): Sunday, July 5, 2026

Follow @elfhaircare on Instagram and TikTok for the latest drops, tutorials and more.

*Nectar Social, March 1-11, 2026
** Power BI, March 4-5, 2026
***Mintel US Hair Color & Treatments Market Dynamics, June 2025
****Shampoo and Conditioner – US – 2026 - Demographics - Mintel

About e.l.f. Brands

e.l.f. Brands includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, all part of e.l.f. Beauty (NYSE: ELF). e.l.f. is on a mission to make the best of beauty accessible to every eye, lip and face through positivity, inclusivity and accessibility. e.l.f.'s superpowers are creating premium-quality, vegan and e.l.f. clean products that are universally appealing at affordable prices. All products are double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. is proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com, www.elfskin.com and www.elfhaircare.com.

Forward-looking Statements

This press release contains forward-looking statements within the meaning of the federal securities laws, including those statements relating to e.l.f. Beauty’s expectations regarding e.l.f. Hair, including future opportunities, product assortment, consumer demand, and strategic value to e.l.f. Beauty. Although e.l.f. Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward looking statements include, among other things, the risks and uncertainties that are described in e.l.f. Beauty's most recent Annual Report on Form 10-K, as updated from time to time in e.l.f. Beauty's SEC filings. Potential investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, e.l.f. Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future.