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

About this update from E.l.f. Beauty, Inc.

e.l.f. Hair launches with a curated six-product assortment bringing prestige-quality haircare to every eye, lip and face – and now strand, at prices they can root for OAKLAND, Calif., June 15, 2026--(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. 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: The broader market data is also compelling. According to Mintel: "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: 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 Ja...

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