We’re big fans of e.l.f. Cosmetics here at Refinery29. Among our all-time favorites are the Halo Glow Skin Tint (which has picked up not one but two R29 beauty awards), the $6 Liquid Metallic Eyeshadow that I wore on my wedding day, the viral Power Grip Primer that outperforms my expensive ones, and plenty of other affordable standouts. Now, that list is about to get even more crowded, thanks to the brand’s first foray into haircare.
Inspired by prestige formulas — but made with e.l.f.’s signature budget-friendly pricing in mind — the debut collection features everything from wash-day essentials like shampoos and conditioners to glossing treatments and styling products, with every item priced under $10. Naturally, we had to put the range to the test to see if it could deliver salon-worthy results without the expensive markup.
Ahead, find our honest reviews of the standout products worth adding to your routine ASAP.
Never Thirsty Moisturizing Shampoo, $9
“I have a lot of hair, but it’s fine, so I took one look at the name of this shampoo and assumed it wasn’t for me — until I tried it. I’ve never known a shampoo to lather up as quickly — and clean as effectively — as this one. Even when my hair is particularly dirty or loaded with product from previous days, a small squeeze creates rich suds that slice through grease and buildup, leaving my scalp and lengths feeling clean but never stripped.
Those with sensitive or reactive scalps will be pleased to know that it’s sulfate-free, but there are still a handful of excellent, gentle surfactants that create the bubbles, including sodium C14-16 olefin sulfonate and sodium lauroyl methyl isethionate, so you can be confident it’s lifting away as much debris as possible. I’m convinced the addition of argan oil, a deeply moisturizing ingredient, helps make my hair look shinier, feel softer, and leaves split ends looking less noticeable.” — Jacqueline Kilikita, Beauty Director
“I’m really not snobby when it comes to shampoo. Don’t get me wrong — luxury formulas are a treat to use — but in my experience, drugstore shampoos get the job done just as well. I’d rather splurge on products that stay on my hair for longer than a few minutes. That said, I’m convinced Never Thirsty Shampoo is a prestige formula masquerading as an affordable gem. It has a fresh, lightly floral scent that isn’t overly sweet, and, as Jackie mentioned, it leaves my hair feeling thoroughly clean without stripping away moisture. The sulfate-free formula lathers beautifully, while its hydrating ingredients help keep my hair soft instead of squeaky. Paired with the conditioner, it’s the perfect duo for hair that feels clean, hydrated, and noticeably silkier.”— Karina Hoshikawa, Senior Writer
“With low-porosity hair that takes a long time to absorb water, I’m used to spending at least five minutes under the shower head before my strands even feel wet. Because of that initial water barrier, building up a lather usually takes a little extra effort, and that was the case here. What immediately stood out, though, was the very gentle, barely-there scent—perfect if you prefer a subtle fragrance in the shower. But the real surprise came at the rinse: after just one lather, my hair felt unbelievably soft before I’d even touched the conditioner.” — Alexis Bennett Parker, Shopping Director
Never Thirsty Moisturizing Conditioner, $9
“This hair-washing duo simply isn’t complete without the conditioner, which might just be my favorite product in the range (don’t tell the shampoo). Though it’s packed with shine-enhancing argan oil and strand-strengthening proteins, it’s surprisingly lightweight, slipping easily through the hair so you can coat every strand. Better still, it rinses out quickly and cleanly, unlike some ‘moisturizing’ conditioners that cling on and leave hair feeling greasy when you’re blow-drying (the worst). I’ve been using it consistently alongside the shampoo since it landed on my desk, and the compliments on how full and bouncy my hair looks (including one from Karina!) have been rolling in. At just $9, I’ll definitely be stockpiling it once I run out.” — Jacqueline Kilikita, Beauty Director
“I may not be particularly picky when it comes to shampoo, but I definitely am when it comes to conditioner. I have thick, frizz-prone hair, so if a conditioner isn’t moisturizing enough, it’s an express ticket to Pooftown, USA. It’s a bit of a ‘Three Bears’ situation: Formulas that are too light don’t do enough for my hair, while ones that are too rich leave it looking limp and greasy. Never Thirsty Conditioner, like Goldilocks’ favorite porridge, is just right — it has plenty of slip, rinses away clean without any residue, and leaves my hair looking smooth, shiny, and hydrated after air-drying. Consider me impressed.” — Karina Hoshikawa, Senior Writer
“Because I typically dedicate an entire day to wash day, I wish the packaging offered clearer guidance on leave-in time; on a weekend, I easily could have left this on under a cap for hours. Testing this on a busy weekday meant I only had a few minutes to spare while showering, but it still laid down a deeply hydrated foundation. I noticed the subtle scent picked up a bit more here than with the shampoo, leaving a fresh, clean hint of fragrance as it worked its magic.” — Alexis Bennett Parker, Shopping Director
Humidity Hero Anti-Frizz Styling Spray, $9
“As someone with kinky-curly hair who loves wearing it straight in the summer, this is an absolute holy grail. After washing, I made sure my hair was completely saturated from roots to ends before blow-drying with tension to lock in the treatment. I went into flat-ironing thinking I’d skipped heat protectant in the name of testing, only to realize this heat-activated formula actually has built-in heat protection. The finish was so glass-like, silky, and glossy that my natural hair honestly looked better than my extensions. It sealed my low-porosity strands so completely that humidity didn’t stand a chance.” — Alexis Bennett Parker, Shopping Director
“Even before I tried a drop of this stuff, I immediately thought, ‘Is this a dupe for Color Wow Dream Coat?’ based on the packaging alone. Like Dream Coat, Humidity Hero is a lightweight, heat-activated smoothing treatment designed to smooth hair, even lasting through up to three shampoos. After spraying liberally (which I feel less guilty about doing when one bottle is just $9), I blow- dry with tension (with a brush and blow dryer, or the Shark FlexFusion), then I go through each section drying the hair. After I’m done with my whole head, my hair immediately feels super sleek and smooth, but the true test was seeing how it lasted through a whole weekend in Austin, Texas. While it didn’t eliminate all frizz and flyaways (nearly impossible, when you have as much hair as I do), it definitely helped a lot given how humid the weather was.” — Karina Hoshikawa, Senior Writer
3-in-Wonder Magic Styling Cream, $9
“To wrap up the look, I reached for a tiny, pea-sized amount of the cream formula to tame the shorter pieces and new growth along my part line. Literally the smallest dab was able to instantly lay down those stubborn flyaways without flattening my hair or leaving a tacky residue. It keeps everything laid, smooth, and polished while allowing your press to maintain all its natural bounce.” — Alexis Bennett Parker, Shopping Director
Gloss Mode Treatment Oil, $10
“I know I’ve found a truly great hair product when I can’t stop touching my hair after using it. That’s exactly what happened with e.l.f.’s new haircare range, but especially Gloss Mode. I’ve tried more hair oils than I can count; it’s one of the few product categories that has earned a permanent spot in my otherwise low-maintenance routine. Unlike featherweight oils like K18’s and Bumble and bumble’s (two of my longtime favorites), Gloss Mode feels more like an oil-serum hybrid, with a plush, cushiony texture that smooths and softens without feeling greasy. I like to work a few drops through my lengths on freshly washed hair before letting it air-dry. It leaves my hair feeling silky, glossy, and smelling incredible. I get hints of vanilla and warm musk, personally. It feels every bit as indulgent as a luxury formula, yet it costs just $10.” — Karina Hoshikawa, Senior Writer
“Even though my silk press already had incredible shine, I had to give this a try. The slow-pouring dropper is a total lifesaver; you never have to worry about accidentally overdoing it or weighing down your hair. I dispersed four drops in my palms and smoothed it over the top of my hair, and it added a stunning, high-glow radiance without feeling greasy or heavy. It’s ultra-lightweight, silky, and gives you that perfect salon-quality finish.” — Alexis Bennett Parker, Shopping Director
“I didn’t think anything would be good enough to rival my trusty Kérastase Huile Ultime (I’ve been using it for at least five years), but this just might. I know it looks suspiciously similar to Olaplex’s No.7 Bonding Oil, but the texture (velvety yet lightweight) and the results (shine, softness, fewer visible split ends, and less frizz) are so comparable to Huile Ultime that I had to double-check I hadn’t gone on autopilot and used that instead. I apply three or four drops to damp hair, raking it through my mid-lengths and ends before rough-drying, and immediately — even without intense heat from tongs or straighteners — my hair feels silky and has an impressive shine. I love that it’s housed in a nifty, purse-friendly bottle, so I pop it in my bag for touch-ups if needed.” — Jacqueline Kilikita, Beauty Director
3-in-Wonder Magic Styling Cream Wand, $6
“I love hair-taming wands, especially when I’m wearing my hair in a slicked-back bun, but most are gels that harden on strands and eventually flake off throughout the day. Not this one. It’s a hydrating, moisturizing cream instead, so it sinks into strands rather than sitting on top like a lacquer. I have baby hairs that I like to essentially glue down, and this lets me do that without feeling like my scalp is frozen in place. It’s also great for keeping frizzy and flyaway strands on lockdown. I’ve never used it more than I have in this London humidity. It slips easily into pockets and even the cutest of micro bags.” — Jacqueline Kilikita, Beauty Director
“I love styling wands in theory — a compact, travel-friendly way to tame flyaways? Sign me up! In practice, though, many deposit too much product at once, or the product itself is too thick, leaving my hair looking greasy and flat. This one is perfect. It really does feel like a magic wand, smoothing down baby hairs and flyaways with a lightweight serum formula that never leaves a visible residue on my dark brunette hair. It also smells incredible — like a fresh-baked berry pie — which makes every swipe that much more enjoyable. I reach for it most to smooth the halo of flyaways around my hairline and the stubborn ones at the back of my head, making polished hairstyles look effortlessly neat.” — Karina Hoshikawa, Senior Writer
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