My relationship with e.l.f. has always been pretty simple. If it has an interesting launch, I try it. After all, it's one of the few affordable brands where testing something new isn't a massive financial investment. So when the drugstore brand announced its first-ever hair care collection—with six products priced at $10 or less—I was immediately intrigued. That said, switching up my hair products is a bit more high-stakes than swapping out a lipstick.
The thing about launching only six products is that each one has to pull its weight. There isn't a bond-building treatment, a curl cream, or a purple shampoo hiding somewhere in the lineup—at least not yet. Instead, e.l.f. focused on the kinds of products almost everyone can work into their routine, regardless of hair type or texture. That also made it pretty easy to figure out which formulas I'd actually repurchase and where I think the brand still has room to grow.
