e.l.f. Beauty Just Launched Haircare and Everything Costs Less Than $10
E.l.f. Beauty is expanding into haircare with the launch of E.l.f. Hair, a six-piece collection designed to deliver prestige-inspired products at accessible price points. The move follows a successful trial run earlier this year, which saw the brand dip a toe into the market with two limited-edition styling products: the Power Grip Styling Wand and the Power Grip Hair Gel + Brush bundle.
The strategy behind the launch was to give the community exactly what it asked for. According to internal metrics, an overwhelming 77% of E.l.f.’s fanbase had already been begging for a haircare line.
“Our community has been asking us to bring e.l.f.fordable luxury into hair — and we listened,” said Kory Marchisotto, President of 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.”
Price-wise, the range is a total steal. With everything sitting between $6 and $10, you can practically overhaul your entire shower routine for the cost of a single high-end product.
If your hair is feeling a bit parched, the shampoo and conditioner are where you start. The Never Thirsty Moisturizing Shampoo gives you that satisfyingly thick lather that actually shifts stubborn dry shampoo and oil but won’t leave your ends feeling like straw. Follow it up with the matching Never Thirsty Moisturizing Conditioner — it detangles and softens without leaving your hair completely flat. Together, the wash-day duo leaves behind a juicy, fruity scent that lingers long after rinsing.
As for styling, the standout is definitely the Gloss Mode Treatment Oil. It protects against heat damage, strengthens your strands, and gives you that glassy, incredibly expensive-looking shine (plus it smells like vanilla and peony, which is a massive bonus). And for those forever fighting frizz, misting your hair with the Humidity Hero Anti-Frizz Styling Spray before blow-drying activates a shield that helps repel moisture.
The styling lineup doesn’t stop there. The 3-in-Wonder Magic Styling Cream is a genius multitasker that defines curls, preps a bouncy blowout, and keeps everything in place with a soft, flexible hold. For on-the-go touch-ups, consider the 3-in-Wonder Magic Styling Cream Wand your new handbag essential. It’s the exact same formula, just with a tiny mascara-style wand applicator, making it an absolute lifesaver for slicking back annoying flyaways or tidying up your edges when you’re out and about.
For those looking to get their hands on the new collection, E.l.f. Hair is now available on TikTok Shop, ahead of its rollout at Target on 24 June. No news has been shared regarding a UK launch.