Look Who’s e.l.f.ing Hair: e.l.f. Enters the Haircare Chat in New Category Extension

OAKLAND, Calif.--(BUSINESS WIRE)--Jun 15, 2026--

e.l.f. Brands, a part of e.l.f. Beauty (NYSE: ELF), inclusive of e.l.f. Cosmetics and e.l.f. SKIN, announced today the launch of e.l.f. Hair. Debuting with a curated assortment of six prestige-quality products, e.l.f. Hair marks e.l.f.’s newest category extension and an answer to what the community is asking for: e.l.f.fordable luxury.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260615770928/en/

e.l.f.’s mission is to make the best of beauty accessible to every eye, lip and face. Now, that extends to hair. What the h.e.l.f.? Starting Tuesday, June 16 on TikTok Shop and with retail partner Target on Wednesday, June 24, e.l.f. Hair will be available to shop.

Among e.l.f.’s community, 77% have expressed purchase intention of haircare, and e.l.f. takes its Zero Distance commitment from insight to action seriously.

Earlier this year, e.l.f. took a test-and-learn approach with two limited-edition hair styling products – Power Grip Styling Wand and Power Grip Hair Gel + Brush bundle. e.l.f. listened to the enthusiastic signals:

The broader market data is also compelling. According to Mintel:

“Our community has been asking us to bring e.l.f.fordable luxury into hair - and we listened,” said Kory Marchisotto, President, e.l.f. Brands. “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’s powerhouse innovation includes six prestige-quality products. Committed to incredible value, e.l.f. is empowering its community to create a luxurious experience anytime, anywhere through its launch lineup:

The campaign, created with Tombras and directed by Ulf Johansson, 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. Watch the e.l.f.ing entertaining “What the h.e.l.f.?” campaign here.

The campaign is further amplified through e.l.f.’s immersive experience on Roblox. Starting Tuesday, June 16, e.l.f. is bringing haircare to its virtual worlds. 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.

e.l.f. Hair is available to shop across the following retail touchpoints:

Follow @elfhaircare on Instagram and TikTok for the latest drops, tutorials and more.

*Nectar Social, March 1-11, 2026
** Power BI, March 4-5, 2026
***Mintel US Hair Color & Treatments Market Dynamics, June 2025
****Shampoo and Conditioner – US – 2026 - Demographics - Mintel

About e.l.f. Brands

e.l.f. Brands includes e.l.f. Cosmetics, e.l.f. SKIN and e.l.f. Hair, all part of e.l.f. Beauty (NYSE: ELF). e.l.f. is on a mission to make the best of beauty accessible to every eye, lip and face through positivity, inclusivity and accessibility. e.l.f.'s superpowers are creating premium-quality, vegan and e.l.f. clean products that are universally appealing at affordable prices. All products are double-certified by Leaping Bunny and PETA as cruelty-free. e.l.f. is proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com,www.elfskin.com and www.elfhaircare.com.

Forward-looking Statements

This press release contains forward-looking statements within the meaning of the federal securities laws, including those statements relating to e.l.f. Beauty’s expectations regarding e.l.f. Hair, including future opportunities, product assortment, consumer demand, and strategic value to e.l.f. Beauty. Although e.l.f. Beauty believes that the expectations reflected in the forward-looking statements are reasonable, actual results and the timing of selected events may differ materially from those expectations. Factors that could cause actual results to differ materially from those in the forward looking statements include, among other things, the risks and uncertainties that are described in e.l.f. Beauty's most recent Annual Report on Form 10-K, as updated from time to time in e.l.f. Beauty's SEC filings. Potential investors are urged to consider these factors carefully in evaluating the forward-looking statements. These forward-looking statements speak only as of the date hereof. Except as required by law, e.l.f. Beauty assumes no obligation to update or revise these forward-looking statements for any reason, even if new information becomes available in the future.

e.l.f. Hair is making its entrance to the world with “What the h.e.l.f.?”, a bold, unexpected and entertaining campaign that brings together the best of beauty, storytelling and self-expression.

e.l.f. Hair is making its entrance to the world with “What the h.e.l.f.?”, a bold, unexpected and entertaining campaign that brings together the best of beauty, storytelling and self-expression.

Debuting with a curated assortment of six prestige-quality products, e.l.f. Hair marks e.l.f.’s newest category extension and an answer to what the community is asking for: e.l.f.fordable luxury.

Debuting with a curated assortment of six prestige-quality products, e.l.f. Hair marks e.l.f.’s newest category extension and an answer to what the community is asking for: e.l.f.fordable luxury.

SANTO DOMINGO, Dominican Republic (AP) — The sibling owners of the Santo Domingo nightclub where a roof collapse killed 236 people and injured more than 100 last year will stand trial for involuntary manslaughter, a judge ruled Monday.

Antonio and Maribel Espaillat, the owners of Jet Set nightclub, could face up to 2 years in prison if found guilty.

The April 8, 2025 collapse reverberated across the Dominican Republic, with authorities working frantically for days to reach people under the rubble.

The ruling Monday by Magistrate Reymundo Mejía Zorrilla of the First Court of Instruction of the National District in Santo Domingo drew frustration from victims' relatives who were hoping for homicide charges that carry stiffer penalties of up to 20 years in prison.

The ruling said that the case did not warrant a homicide charge because that would indicate the defendants knew that their negligence would cause the deaths of the victims. But if they could have foreseen the roof collapse, “logic and reason" suggest they would not have endangered their own lives in addition to those of the victims, the ruling said.

About 30 relatives of the victims had gathered at the courthouse ahead of the hearing, holding hands and praying.

Prosecutors have previously accused the Espaillats of trying to intimidate or manipulate employees. Antonio Espaillat is considered a powerful business person, owning upscale entertainment centers and dozens of local radio stations. The Public Prosecutor’s Office has asserted that it has hundreds of pieces of evidence tying the siblings to the collapse.

Hundreds of people including athletes and politicians were at Jet Set when the roof collapsed, attending a concert by singer Rubby Pérez, who was among the victims. Others included former MLB pitcher Octavio Dotel, who was pulled from the debris but died in a hospital.

The Espaillats will be tried together. No date has been set for the trial.

FILE - Rescue workers search for bodies at the Jet Set nightclub after its roof collapsed during a merengue concert in Santo Domingo, Dominican Republic, April 10, 2025. (AP Photo/Matias Delacroix, File)

FILE - Antonio Espaillat, center, the owner of the Jet Set nightclub, whose roof collapse in 2025 resulted in fatalities, arrives at court for trial in Santo Domingo, Dominican Republic, April 27, 2026. (AP Photo/Ricardo Hernandez, File)