What the h.e.l.f.?

E.L.F. Beauty is expanding beyond cosmetics and skincare with the launch of E.L.F. Hair, a new range of six haircare and styling products introduced through a playful campaign starring an unlikely spokesperson: Bigfoot. Created by Tombras, the campaign imagines the elusive creature finally stepping into the spotlight after discovering the right products to tame his famously unruly hair, giving him the confidence to appear in front of the camera.

The launch builds on E.L.F.’s success offering affordable alternatives to premium beauty products and follows a successful test of two limited-edition styling products that generated strong consumer response and attracted a significant number of new customers. The move into haircare was also driven by consumer demand, with the brand reporting that a large majority of its community had expressed interest in seeing E.L.F. expand into the category.

The campaign follows Bigfoot as he overcomes his shyness with the help of E.L.F. Hair products, eventually appearing in a playful photoshoot alongside actor Peyton List and creator Yonna Jay. Available through TikTok Shop and Target, the collection includes shampoo, conditioner, treatment oil, styling spray, styling cream and a styling cream wand. The launch is also supported through E.L.F.’s immersive Roblox experience, extending the brand’s digital-first approach to engaging consumers.