e.l.f. Beauty Jumps Into Haircare With a $6–$10 Line
e.l.f. Beauty launched its first haircare line, “e.l.f. Hair” — six products priced $6–$10 — rolling out via TikTok Shop and Target, after 25% net-sales growth in fiscal 2026.
TL;DR — e.l.f. Beauty entered haircare for the first time with “e.l.f. Hair,” a six-product line priced $6–$10, rolling out via TikTok Shop and Target — extending the budget-beauty playbook that drove 25% net-sales growth in fiscal 2026.
The budget-beauty juggernaut is moving into a new aisle. In mid-June 2026, e.l.f. Beauty launched “e.l.f. Hair,” its first-ever haircare line.
The launch
e.l.f. Hair debuts with six products — shampoo, conditioner, a treatment oil, an anti-frizz spray, a styling cream and a styling-cream wand — all priced $6 to $10. e.l.f. says 77% of its community signaled purchase intent for haircare before launch. Target is the exclusive U.S. retail partner, with a staggered rollout: TikTok Shop (June 16) → target.com (June 24) → Target stores (July 5).
It extends a category run that delivered fiscal 2026 net sales up 25% to $1,636.5 million — e.l.f.’s 29th straight quarter of growth.
| e.l.f. Hair | Typical prestige haircare | |
|---|---|---|
| Price per item | $6–$10 | ~$25–$40+ |
| Channel | TikTok Shop + Target | Sephora / Ulta / salon |
| Positioning | "e.l.fordable luxury" | Premium |
What they said
"Our community has been asking us to bring e.l.fordable luxury into hair — and we listened." — Kory Marchisotto, President, e.l.f. Brands
Why it matters
- The playbook travels. e.l.f.’s formula — prestige-inspired, mass-priced, internet-first — now stretches from makeup and skincare into hair.
- TikTok Shop is the launchpad. Leading with social commerce targets the young shoppers who power e.l.f.’s growth.
- A new front in the price war. A $6–$10 line pressures both drugstore and prestige haircare.
FAQ
What is e.l.f. Hair and how much does it cost?
e.l.f. Hair is e.l.f. Beauty’s first haircare line — six products (shampoo, conditioner, treatment oil, anti-frizz spray, styling cream, and a styling-cream wand) priced $6 to $10. It rolled out via TikTok Shop (June 16), target.com (June 24), and Target stores (July 5, 2026), with Target as the exclusive U.S. retail partner.
How is e.l.f. Beauty performing financially?
In fiscal 2026 (year ended March 31, 2026), e.l.f. reported net sales up 25% to $1,636.5 million — its 29th consecutive quarter of net-sales growth — the momentum behind its push into new categories like haircare.
Sources
Image: e.l.f. logo by e.l.f. Beauty — Public domain, via Wikimedia Commons.
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