e.l.f. enters haircare with e.l.f. Hair, a six product line designed for styling and daily care. The launch takes the brand beyond eyes, lips and face with formulas for hydration, shine, frizz control, blowouts, curls and quick touch ups. Every product in the first lineup stays at ten dollars or under, keeping the brand’s accessible beauty model intact as it moves into a new category.
HAIR
The collection includes Never Thirsty Moisturizing Shampoo and Never Thirsty Moisturizing Conditioner. The shampoo gently cleanses while helping reduce breakage, and the conditioner hydrates without weighing hair down. They create the care base of the range and speak to different hair types through a simple wash and condition routine.
The styling side of the line adds four products. Gloss Mode Treatment Oil gives hair shine while helping strengthen it and protect it from heat. Humidity Hero Anti Frizz Styling Spray uses heat activation to help repel humidity and control frizz. 3 in Wonder Magic Styling Cream works as a lightweight moisturizing cream that offers flexible hold, primes hair for blowouts and enhances curls. The 3 in Wonder Magic Styling Cream Wand targets smaller styling needs, smoothing frizz, slicking flyaways and helping with on the go touch ups.
The move also reflects strong demand from the e.l.f. community. Current beauty coverage reports that 77 percent of the brand’s community showed interest in haircare, and e.l.f. developed the formulas over two years. A previous limited hair related test in 2025 sold out in 48 hours and brought in a large number of new customers, giving the brand a clear reason to enter the category with a full range.
e.l.f. Hair focuses on practical styling rather than a complicated salon system. The line covers basic care, shine, humidity control, flexible styling and quick finishing, all within a tight price range. The six piece lineup gives the brand a direct entry point into haircare, built around everyday needs and accessible pricing.
