Why Elf Is Launching Haircare

Reported by Vogue.

e.l.f. Beauty has officially entered its hair era. The brand — known for democratizing beauty with its sub-$10 price points — is launching a six-piece haircare line: shampoo, conditioner, a treatment oil, anti-frizz spray, styling cream, and a styling wand. Every single product costs $10 or under. Two years of formula development went into getting it right, according to brand president Kory Marchisotto, and the timing is anything but arbitrary.

The data made the case. 77% of e.l.f.'s community had already been asking for haircare — through social comments, emails, and TikTok Lives where Marchisotto and CEO Tarang Amin regularly show up and actually listen. Haircare ranked as the most-requested category during the brand's latest TikTok Live, neck-and-neck with fragrance. But the real signal came earlier: when e.l.f. quietly dropped two limited-edition hair products last year as a test, both sold out within 48 hours — and 65% of those buyers were first-time e.l.f. customers entirely. "It was an incredible signal," Marchisotto said. New audience, proven demand, white space identified.

The Bigger Play

This isn't a side project — it's a strategic land grab. e.l.f. closed fiscal 2026 at $1.6 billion in revenue, up 25% year over year, and has been aggressively building a beauty conglomerate: Well People, Keys Soulcare, Naturium, and most recently, Hailey Bieber's Rhode for $1 billion. Haircare is the next frontier, and the market justifies the ambition. According to Vogue, the global haircare category is projected to hit $173 billion by 2030 — a 24% jump that outpaces both makeup and fragrance growth. "The global haircare market is massive," Marchisotto said. "There's plenty of white space opportunity here."

The rollout is structured for maximum noise. Starting June 16, products drop exclusively on TikTok Shop — strategic, given that beauty shoppers spend 55% more on the platform than off it, and TikTok delivers the highest purchase conversion rate of any category at 53.4%. A campaign starring TikToker Yonna Jay and actor Peyton List (plus a Bigfoot with enviable hair) leads the charge, because e.l.f. knows its audience responds to weird, funny, and shareable. The brand is also adding haircare to its Roblox presence the same day — because of course it is. Target stores follow July 5.

Marchisotto isn't capping the ambition here: future product expansion, category growth, and potential acquisitions are all on the table — because when your community tells you what they want and you have the infrastructure to deliver it at $10 a bottle, the only real question is how fast you move.

e.l.f. built a beauty empire by refusing to make affordability feel like a compromise — and haircare is just the latest proof that the formula works.

Read the original at Vogue.