E.L.F. expands Power Grip franchise into hair care

E.L.F. Cosmetics has expanded its Power Grip makeup franchise into hair styling, launching a Power Grip Styling Wand and a Power Grip Hair Gel Pomade + Brush bundle. The products mark the brand’s debut in the hair care category and aim to leverage the Power Grip Primer’s viral success. 

The styling wand delivers a fast-drying, long-lasting hold, designed to tame frizz and slick down flyaway strands.

Meanwhile, the limited-edition hair gel pomade and brush bundle claims to provide lightweight hold for wet or dry hair and is designed to create sleek hairstyles that stay in place. The products are available through the brand’s online store and on TikTok shop.

The launch could be a strategic brand extension to support E.L.F.’s long-term growth narrative. However, the products’ success and profitability may depend on external risks, such as tariffs.

Viral demand

E.L.F. has created hair styling products based on the success of its Power Grip Primer, which the company describes as a “grippy, sticky, drippy” product that helps makeup adhere to skin and stay in place throughout the day.

According to E.L.F., it sells a unit of the Power Grip primer every three seconds, crowning the product a “hero” in its portfolio. The primer’s success prompted the brand to expand the concept into hair care.

The company says its hair products respond to strong consumer demand for slick-back hair trends that are circulating on social media.

TikTok views for “slick back hairstyles” in the US increased by 148% year-over-year as of February 15, 2026, according to the company. The #hairgel also garnered over two billion views in the US in a seven-day period.

E.L.F. also partnered with Jenny Lemons, an artist based in San Francisco, US, who designed two hair clips to accompany the launch. The clips are made of plant-based cellulose acetate and are designed for different hair lengths and thicknesses.