e.l.f. Hair Launches With Pastel-Powered Packaging

Published

June 16, 2026

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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?

Bill McCool

Bill McCool is an editor and writer based out of Los Angeles. Though new to the world of design, he has always been a storyteller by trade and he seeks to inspire and cultivate a sense of awe with the work and artists he profiles. When he’s not winning over his daughters with the art of the Dad joke, he is usually working on a pilot, watching the Phillies, or cooking an elaborate meal for his wife.