e.l.f. Cosmetics introduces two new additions to its Power Grip lineup, expanding the brand’s presence beyond makeup into hair styling. The launch introduces the Power Grip Stick & Slick Hair Gel + Brush Bundle and the Power Grip Hair Gel Wand, two products designed to support sleek hairstyles. Both products extend the familiar grip associated with the Power Grip family into formulas developed for hair.
HAIR
The Power Grip Stick & Slick Hair Gel arrives as a limited-edition pomade created for shaping slicked-back styles. The formula provides strong hold while maintaining a lightweight feel across the hair. Users can create styles such as slicked-back buns and polished wet looks without stiffness or heavy residue. The product dries quickly and maintains grip throughout the day while keeping the hair flexible.
The bundle includes a styling brush designed to assist with application and shaping. The brush features faux boar bristles that guide hair into place and help distribute the gel evenly. The gel pomade also delivers a glossy finish that enhances sleek hairstyles. The formula maintains shine while avoiding the rigid texture associated with traditional gels.
The Power Grip Hair Gel Wand introduces a second styling solution within the collection. This product focuses on smaller adjustments and detailed finishing. The wand format allows users to apply gel directly to areas where control is needed. The formula smooths frizz, tames flyaways, and helps refine hairstyles throughout the day.
The gel wand also dries quickly and maintains hold without leaving a stiff surface. Its design supports quick touch-ups, making it suitable for on-the-go use. Users can smooth stray hairs and maintain polished styles with minimal effort.
The original makeup primer gained popularity through its adhesive texture and ability to hold makeup in place. The new hair styling products translate this idea into formulas designed for hair control.
Through these additions, e.l.f. extends the Power Grip concept into hair styling. The Stick & Slick Hair Gel + Brush Bundle retails for $11 USD, while the Power Grip Hair Gel Wand retails for $5 USD.
