e.l.f. Beauty, Inc. is trading at $67.07 (+4.8%) after officially launching its new e.l.f. Hair line.
- The six-product haircare range is rolling out with a digital-first strategy on TikTok Shop, marking a significant category expansion for the brand.
- The launch extends a multi-day rally as investors bet on social-commerce driven growth and the company's ability to capture market share in new beauty segments.