THE WHAT? e.l.f. Beauty has expanded into haircare with the launch of e.l.f. Hair, a six-product range positioned as prestige-quality haircare at accessible price points.
THE DETAILS The new line comprises six products spanning cleansing, conditioning and styling, with prices ranging from US$6 to US$10. The launch follows a limited-edition test of hair styling products earlier this year, which generated strong consumer engagement and attracted new customers to the brand. e.l.f. said 77% of its community had expressed interest in purchasing haircare products. The range will launch through TikTok Shop, direct-to-consumer channels and Target, which will serve as the exclusive retail partner in the US. The move marks the latest category extension for e.l.f. Brands, which currently includes e.l.f. Cosmetics and e.l.f. SKIN.
THE WHY? The expansion allows e.l.f. to leverage its strong brand equity and community-led product development model to enter the growing haircare category. It also reflects increasing consumer demand for accessible, prestige-inspired beauty products and supports the company’s strategy of broadening its presence across adjacent beauty categories.
Source: businesswire
