The new e.l.f. Hair range features a mix of cleansing and styling essentials, including shampoo, conditioner, treatment oil, anti-frizz spray, and a styling cream available in both jar and wand formats. Every item in the collection is priced between $6 and $10, maintaining the brand’s focus on affordability.

Distribution begins Tuesday exclusively through TikTok Shop. A broader digital rollout follows on June 24 via the company’s own website and Target’s online storefront. Consumers will be able to purchase the products in U.S. Target retail locations starting July 5. The expansion marks a strategic shift for the brand, responding directly to sustained consumer demand for professional-grade hair solutions at mass-market prices.