Emi Jay is expanding into the hair care category with its first styling product.
The 15-year-old hair accessories label is introducing Angelstick, which is a styling balm that can be applied directly on the scalp and hairline to target flyaways. The product will be available for purchase starting Tuesday for $38 on Emi Jay’s website.
“We’ve been in the hair accessories business for 15 years and it sort of felt like a natural direction for us,” said Emi Jay founder Julianne Goldmark. “It was something that was kind of always on my mind, but I wasn’t 100 percent sure. A lot of our customers had requested some sort of styling product to aid their day-to-day hairstyles and make on-the-go hair a little bit easier, so Angelstick was born. It’s a hair-smoothing balm, so obviously it aids the hair accessories a bit and just makes styling more simplified.”
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The vegan formula is developed with caster seed oil, sunflower seed wax, candelilla wax, murumuru butter and vitamin E, which are said to make the product protect the hair follicles, absorb into the skin and add moisture.
Goldmark explained Angelstick was roughly two years in the making and is the first of other hair care products the brand plans to introduce in the near future. She stated, however, the brand’s focus will remain hair accessories.
“Our main priority and our bread and butter are hair accessories,” she said. “For future collections, we’re not diving into full hair care necessarily, but we have some beautiful formulas that we’ve been working on for the last couple of years that are just to enhance your hair routine and your hair essentials on a day-to-day basis, versus full-on hair care, so I definitely think that we would do some more products that go along with the accessories.”
This is Emi Jay’s latest category expansion. In April 2022, the brand expanded its hair accessories offerings to include hairbrushes, makeup clips, headbands and scrunchies. Emi Jay has become known for its popular claw clips, which the brand produces in virtually every colorway. The brand has teamed with many others for claw clip collaboration, such as Juicy Couture, Frankies Bikinis, Djerf Avenue, Sterling Frasier and others.