The G(low) Down:
Building on the “grippy, sticky, drippy” icon that sells every three seconds, e.l.f. is growing the Power Grip e.l.f.iverse from makeup into hair with two new styling launches dropping March 4: Power Grip Styling Wand and the limited-edition Power Grip Hair Gel Pomade + Brush bundle.
Our $5 Styling Wand delivers fast-drying, long-lasting hold to tame frizz and slick flyaways with targeted brush strokes, while the $11 Hair Gel Pomade + Brush bundle offers lightweight, high-grip control for wet or dry hair—made for sleek, locked-down looks that stay put.
These launches follow a year of Power Grip innovations and are fueled by cultural hair trends from slick-back content to #hairgel view spikes. The drop is available for a limited time on elfcosmetics.com or on TikTok shop, while supplies last.
Power Grip Primer has long been a holy grail in our lineup – coveted for its tacky texture and makeup-gripping magic that keeps your base locked from day to night. Now, your favorite grippy, sticky, drippy primer is leveling up once again…with an extra exciting twist.
Dropping today, March 4, it’s Power Grip like you’ve never seen it before: introducing Power Grip Styling Wand and Power Grip Hair Gel Pomade + Brush bundle.
With a Power Grip Primer sold every three seconds, the love from our community has been no e.l.f.ing joke.* So, what do you do when you’ve already reached icon status? You expand the e.l.f.iverse.
Meet the Power Grip Styling Wand – your new go-to for taming your mane and staying in control. This fast-drying formula helps grip, smooth and lock strands into place for a sleek finish and powerful, long-lasting hold. For the OMG price of $5, your hair can now break the internet without breaking the bank. Sweep on targeted brush strokes to tame frizz and slick flyaways for a locked-down look that feels instant, effortless and e.l.f.ing iconic.
Now cue: Power Grip Hair Gel Pomade + Brush bundle. This limited-edition duo brings Power Grip’s fast-drying, long-lasting hold straight to your hair with an irresistible lightweight feel. Grip, slick and snatch your look into place with a smooth, sleek finish and extra powerful grip. Apply this pomade formula to wet or dry hair using your hands and your bristled bestie for a style that stays put – and has you feeling like your best e.l.f.
Power Grip hair styling products come on the heels of a year filled with Power Grip innovations inspired by our community.
In May 2025, we released 3X more grip and drip with Jumbo Power Grip Primer — 72 mL of product starting at $24, compared to 24 mL for the OG.
For e.l.f.’s first-ever “Prime-r Day” on TikTok Shop we dropped a mammoth Mega Power Grip Primer for just $11 — the exact same price as the original 0.8-ounce Power Grip Primer, with 50x the amount of drip. That limited-edition behemoth sold out in under two minutes.
And the Power Grip phenomenon isn’t the only community insight we’ve been tuned the e.l.f. in on. TikTok views for Slick Back Hairstyles are up +148% YoY (as of 2/15/26) in the U.S.**, while #hairgel has over 2.0B views in the U.S. in the last 7 days alone (as of 2/25/26).*** The message is loud and clear: our community is slicking it back, locking it down, and serving sleek on repeat.
**edit will live here on 4/6
Shop Power Grip styling products on elfcosmetics.com or in the e.l.f. Cosmetics app, while supplies last. And keep your stick together, because the fun isn’t e.l.f.ing over just yet. Stay tuned for our limited-edition surprise that is about to grip its way into the Power Grip universe – with a little help from an e.l.f. bestie. 👀
*Based on units sold globally over the last 52-week period ending 9/20/25 for the Mass Channel, Nielsen xAOC, Power Grip Primer SKU
** SPATE TikTok US - from Feb 16, 2025 to Feb 15, 2026 vs. Feb 18, 2024 to Feb 16, 2025
*** TikTok Creative Center, hashtag analytics for #hairgel (United States; last 7 days)