- Gen Z’s favorite beauty brand officially launches e.l.f. HAIR, a six-product collection bringing affordable, prestige-quality formulas to hair.
- Featuring aesthetic pastel packaging and community-driven items like the Humidity Hero spray, the highly anticipated line drops immediately on TikTok Shop and Target.
Among teens, e.l.f. is the most popular cosmetics brand in the US, with Rare Beauty coming in at very distant second. What’s more, it is said that Gen Z will spend, on average, $374 annually on beauty. Needless to say, e.l.f. has claimed top-dog status in the teen and tween Sephora-fueled mall-madness lane with affordable masstige products.
So, it stands to reason that if you have a overwhelmingly popular beauty brand, there’s no real harm in expanding into haircare, right?
