Elf Beauty is entering haircare with a six-product line priced at $10 or below, using TikTok Shop as its first launch channel. Here's what you need to know:
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Elf is launching its first haircare line with six products, including shampoo, conditioner, treatment oil, anti-frizz styling spray, styling cream, and a styling wand, all priced at $10 or below.
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The launch has been in development for about two years, and Elf said 77% of its consumers have shown interest in haircare through social comments, emails, and TikTok Live feedback.
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Elf’s 2025 test drop of two limited-edition hair styling products sold out in 48 hours, and 65% of sales came from shoppers who had never bought Elf before.
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Elf ended fiscal 2026 with revenue up 25% to $1.6 billion, and it expanded its portfolio by acquiring Hailey Bieber’s Rhode for $1 billion in May 2025.
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The haircare line launched first on TikTok Shop on June 16 and will launch on Elf and Target websites on June 24, and in U.S. Target stores on July 5.
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Elf is a socially-driven brand, and Globaldata reports that beauty shoppers spend 55% more on TikTok Shop than they do off-platform, while 53.4% of shoppers who discover a beauty brand on TikTok Shop go on to make a purchase.
The Data Behind Elf Beauty Brands
Strong consumer demand, prior sellout tests, and a large growth opportunity in the category back Elf's move into haircare. See DTC and TikTok Shop data on Elf's beauty brands below.
Rhode
Rhode offers skincare essentials designed to support the skin barrier, deliver a dewy finish, and improve the look of skin over time.
DTC Stats
Charm Growth Score: 91.59
Charm Success Score: 99.94
Fastest-Growing Channel: Facebook
TikTok Shop Stats
U.S. TikTok Shop sales January 1, 2026 - May 31, 2026
Total Revenue: $935.4K
Total Items Sold: 31.4K
Total Video Views: 78.2K
Top Product: the edits toasted teddy ($48.0K)
e.l.f. Cosmetics
Elf makes quality makeup and skincare more accessible with vegan, cruelty-free products at drugstore prices.
DTC Stats
Charm Growth Score: 85.58
Charm Success Score: 99.98
Fastest-Growing Channel: Facebook
TikTok Shop Stats
U.S. TikTok Shop sales January 1, 2026 - May 31, 2026
Total Revenue: $5.9M
Total Items Sold: 639.6K
Total Video Views: 492.5M
Top Product: e.l.f. Glow Reviver Melting Lip Balm ($837.6K)
Naturium
Naturium offers skincare and body care formulated with active ingredients, combining clinical efficacy with accessible, elevated formulas.
DTC Stats
Charm Growth Score: 82.77
Charm Success Score: 99.8
Fastest-Growing Channel: TikTok
TikTok Shop Stats
U.S. TikTok Shop sales January 1, 2026 - May 31, 2026
Total Revenue: $2.0M
Total Items Sold: 70.5K
Total Video Views: 68.1M
Top Product: Naturium The Glow Getter Collection ($479.2K)
Well People
Well People offers EWG-certified makeup and skincare for all skin types, with vegan and cruelty-free formulas rooted in clean beauty.
DTC Stats
Charm Growth Score: 74.48
Charm Success Score: 98.99
Fastest-Growing Channel: Resellers
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