E.l.f. Enters Haircare

e.l.f. Beauty is announcing e.l.f. Hair, the company’s first-ever haircare collection. Debuting with an assortment of six prestige-quality products, e.l.f. Hair marks the company’s newest category extension.

e.l.f. Hair comes in pastel packaging, each color representing a different product range. 

Kory Marchisotto, President, e.l.f. Brands said,

“Our community has been asking us to bring e.l.f.fordable luxury into hair – and we listened. e.l.f. Hair is a natural next step, rooted in our belief that the best of beauty should be accessible to every eye, lip, face, and now hair. Our community does more than influence what we do, they help shape it. 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 e.l.f. Hair and we will continue to listen to the signals the community sends us on what they want next.”

E.l.f. Hair Products

• Never Thirsty Moisturizing Shampoo: This gentle moisturizing shampoo cleanses and lathers luxuriously to remove oil and product buildup for soft, smooth hair with a bright and uplifting fruit scent.
• Never Thirsty Moisturizing Conditioner: This moisturizing conditioner with a bright and uplifting fruit scent hydrates hair without weighing it down. It detangles for silky-soft, shiny locks.
• Gloss Mode Treatment Oil: A glossy styling oil that strengthens hair and helps protect it from heart of soft, silky-feeling strands with a layered vanilla and peony scent.
• Humidity Hero Anti-Frizz Styling Spray: Lock down a silky-smooth look with the heat-activated treatment for frizz control that repels humidity.
• 3-in-Wonder Magic Styling Cream: This lightweight, moisturizing cream provides a flexible hold for smooth styles, primes for silky blowouts and gives curls soft definition with an effervescent citrus scent.
• 3-in-Wonder Magic Styling Cream Wand: Use the wand to smooth frizz, slick flyaways and edges and style with a soft, flexible hold.

New Campaign

To celebrate the launch, e.l.f. debuts “What the h.e.l.f.?”, a bold, entertaining campaign.

Created with Tombras and directed by Ulf Johansson, the campaign stars Peyton List and Yonna Jay, taking a journey that is equal parts epic and absurd. 

With an unexpected co-star, Bigfoot, as played by Robert Strange, the spot is emotionally resonant, visually sweeping and, in true e.l.f. fashion, genuinely funny. 

It is built around a simple universal truth: when your hair looks so good, it goes to your head. 

The campaign is further amplified through e.l.f.’s immersive experience on Roblox. In e.l.f.UP!, players can grow their virtual beauty businesses with new hair products, and the Glow UP! experience introduces a dedicated hair styling section. To celebrate the expansion, e.l.f. is dropping an exclusive collection of digital hair accessories for players to customize their avatars.

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