e.l.f. Beauty is expanding its product portfolio to include hair-care products through a new partnership with Target [1].
This expansion represents a strategic pivot for the company as it seeks to grow beyond its established presence in cosmetics. By entering the hair-care segment, e.l.f. Beauty aims to capture additional market share, and diversify its offerings for beauty consumers in the U.S. [1].
Tarang Amin, the chief executive officer of e.l.f. Beauty, said the growth strategy during an interview with Bloomberg Television. The company is leveraging its existing brand equity to move into new categories of personal care [1].
"We are excited about expanding into hair care products," Amin said [1].
The distribution of these new products is anchored by a collaboration with the retail giant Target. This partnership allows the company to scale its reach across the country quickly via physical retail locations [1].
"Our new partnership with Target, launched in June, will bring e.l.f. hair-care to shoppers across the country," Amin said [1].
According to company records, the partnership with Target officially launched in June 2026 [2]. This timeline suggests a phased rollout of the brand's broader beauty ambitions. While the company focuses on this growth, other market data shows the competitive nature of the beauty industry, with some brands like Rhode reporting Q1 sales of $160 million [3].
By integrating hair care into its catalog, e.l.f. Beauty is positioning itself as a comprehensive beauty provider rather than a niche makeup brand. The move aligns with a broader industry trend where cosmetics companies expand into skin, and hair health to increase customer lifetime value [1].
“"We are excited about expanding into hair care products."”
The move into hair care indicates e.l.f. Beauty's transition from a budget-friendly makeup alternative to a full-service beauty conglomerate. By partnering with Target, the company is prioritizing mass-market accessibility and physical retail presence to compete with established hair-care giants. This diversification reduces the company's reliance on the cosmetics sector and allows it to capture a larger share of the consumer's total beauty spend.
