• by Sarah Mahoney , Yesterday

E.L.F. Beauty is diving into a brand-new category, introducing E.L.F. Hair. And it’s rolling out the six new products with a captivating spokescreature: Bigfoot himself. It turns out the shy guy just needed the right kind of grooming products to feel comfortable in front of the camera.

E.L.F. has won over millions of customers with its strategy of introducing low-cost alternatives -- or “dupes” -- to products from other beauty and skincare companies, and believes it can do the same in haircare.

The launch follows the company's testing of two limited-edition styling products, which generated 96% positive sentiment on social media and brought in new customers. More than half of purchasers were new to the brand.

The company’s previous research found that 77% of the E.L.F. community asked for haircare products, and brand execs 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,” said Kory Marchisotto, president, E.L.F. Brands, in the announcement. “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.”

In this case, “wit” involves Bigfoot’s realization that he needs a little help with the humidity, and all his previous shyness evaporates once he’s tamed his tresses with the new E.L.F. products. In the campaign, created by Tombras, he’s even confident enough to join in a frisky photo shoot with actor Peyton (“Cobra Kai”) List and TikTok creator Yonna Jay.  

The company was one of the first beauty brands to sell via TikTok Shop, and will offer the products there, along with retail partner Target. E.L.F. is also promoting the collection through its branded immersive experience on Roblox. Products include shampoo, conditioner, treatment oil, a styling spray, a styling cream, and a styling cream wand.

The company’s innovation track record continues to pay off in sales. Last month, it announced it had achieved sales growth of 25% in fiscal 2026, marking its seventh consecutive year of sales and market share growth. And for the fourth quarter, sales grew 35%, reaching $449.3 million.