ELF Beauty is moving into hair care with the launch of six products, adding a new category to its growing portfolio.
The rollout follows a successful trial earlier this year with two limited-edition styling products: the Power Grip Styling Wand and the Power Grip Hair Gel and Brush Bundle.
Kory Marchisotto, president of ELF Brands, said the category expansion was driven by consumer demand.
“Our community has been asking us to bring ‘ELFfordable’ luxury into hair – and we listened,” Marchisotto said.
“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 ELF Hair, and we will continue to listen to the signals the community sends us on what they want next.”
The debut collection includes the Never Thirsty Moisturizing Shampoo, Never Thirsty Moisturizing Conditioner, Gloss Mode Treatment Oil, Humidity Hero Anti-Frizz Styling Spray, 3-in-Wonder Magic Styling Cream, and 3-in-Wonder Styling Cream Wand. Products are priced between $6 and $9.
Coinciding with the launch, ELF has a marketing campaign featuring Bigfoot, portrayed by actor Robert Strange, with the tagline: “When your hair looks so good, it goes to your head.”
The company is also extending the launch into its Roblox experience, where players can access exclusive digital hair accessories inspired by the collection to customize their avatars.
- Further reading: ELF Beauty tops $1.6 billion in annual sales as acquisitions pay off.
