e.l.f. Beauty Expands into Haircare with Six-Product Launch
Event summary
- e.l.f. Beauty launches e.l.f. Hair, its first haircare product line, with six items priced between $6 and $10.
- Initial availability begins June 16, 2026 on TikTok Shop, followed by Target on June 24, 2026.
- 77% of e.l.f.'s community expressed purchase intention for haircare products.
- Test products showed 96% positive sentiment and 65% of buyers were new to e.l.f.
- Campaign features Peyton List, Yonna Jay, and Robert Strange as Bigfoot.
The big picture
e.l.f. Beauty's expansion into haircare represents a strategic move to capitalize on consumer demand for affordable luxury and self-expression through personal grooming. The launch aligns with broader industry trends where beauty brands are extending their product portfolios to capture more of the consumer's wallet. With 84% of consumers viewing hair as a form of personal identity (per Mintel), e.l.f. is positioning itself to compete in a market where established players like L'Oréal and Procter & Gamble dominate.
What we're watching
- Market Response
- Whether e.l.f. can replicate its success in cosmetics and skincare within the competitive haircare market.
- Retail Performance
- How Target's exclusive partnership will impact e.l.f. Hair's distribution and sales velocity.
- Product Expansion
- The pace at which e.l.f. will introduce additional haircare products based on consumer feedback.
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