Press

No Sellout, All Growth: The Emi Jay Story Key Takeaways:Community-led growth compounds faster than trend-driven product launches. Sephora expanded Emi Jay’s reach without cannibalizing its DTC business. Collectibility and scarcity deepened emotional loyalty, not just sales. For years, Emi Jay existed in a rarefied space: a cult accessories brand beloved by fashion insiders, creators, and a tight-knit community of customers who treated claw clips less like utilitarian tools and more like personal keepsakes. Today, the brand has grown far beyond its adolescence, while remaining fiercely protective of the intimacy and authenticity that defined it from the start. Founded in 2009 by then-14-year-old Julianne Goldmark and her friend Emily Matson, the bootstrapped handmade hair tie brand’s evolution has been anything but accidental. What began as a side project for the teenagers quickly gained traction through word of mouth and organic adoption—initially selling to friends on Facebook, and eventually DTC, from Goldmark’s family guest room (until they established an office in 2012). Customers weren’t just buying Emi Jay hair accessories; they were forming emotional attachments to pieces that felt expressive, tactile, and intentionally made. That early relationship between product and sentiment would go on to define Emi Jay’s long-term brand DNA.
Beauty Matter
 Introducing the 2026 Global Beauty & Wellness Awards Since 2003, Glamour has published our annual Beauty Awards, an authoritative guide to the best product launches of the year. And while much has changed over 20 years, the heart of this monthslong project is, and always will be, real women. Whether it’s a staple moisturizer passed down by your mother or a viral skin care device lighting up your group chat, beauty products have the power to delight and unite us—which is why we’re bringing our mission to the global stage. Emi Jay Heavenly Hair Milk
Glamour
 Low Effort, High Impact—the Busy-Editor Guide to Chic, Multitasking Beauty Products Quick, efficient, and effortlessly glamorous. Best Allover Mist: Emi Jay Aura Hair Mist in Toasted Sugar Emi Jay Aura Hair & Body Fragrance Mist in Toasted Sugar SHOP NOW 'Okay, I'll admit it—I'm generally not one to gravitate toward warm, sweet gourmands as my fragrance of choice, but there are some sugary, addictive blends that have made it into my perfume lineup. It's a gourmand blend of spun sugar, sweet vanilla, and delicate musk accented with bergamot and jasmine for a cozy and airy finish I can't get enough of. I like to spritz this one as I'm heading out the door or tuck it away in my Pilates bag to freshen up after a session.' — Maya Thomas, associate beauty editor
Who What Wear
 Finding Out I Had Low-Porosity Hair Changed Everything—Now, I’ll Only Use These Products TL;DR: Low-porosity strands resist moisture, but the right shampoos, conditioners, and stylers can make all the difference. 6 Best Styling Serum for Low-Porosity Hair Emi Jay Heavenly Hair Milk Leave-In Conditioner Hair Serum Why we love it: If you don't already know what a hair milk is, lemme introduce you. (I have a feeling you're gonna fall in love.) Think of it like a milky toner for your hair. It adds hydration and softness, a teensy bit of hold, and a lil smoothing—all with just a lightweight liquid that you can apply to hair wet or dry. Best part: This one from Emi Jay smells like a delicious vanilla cupcake.
Cosmopolitan
 Excuse Me While I Wear Supermodel Buns All Summer Long: 8 Sleek Sticks That Make It So Easy The secret's out. Best for Fine Hair: Emi Jay Angelstick Hair Smoothing Styling Stick Emi Jay Angelstick Hair Smoothing Styling Stick $38 SHOP NOW Hailey Bieber reportedly uses this smoothing balm from internet-famous hair accessories brand Emi Jay. Considering she's arguably the blueprint for sleek model-off-duty buns, I highly suggest giving this product a whirl. It's moisturizing with murumuru-seed butter and castor oil, yet it's extremely lightweight—no sticky residue here. You may need a few extra passes if you have thicker, coarser strands like me, but I honestly don't mind the extra swipes, given the nourishing formula. Customer review: 'Instantly gives me that smooth, clean look without making a mess or feeling sticky—so easy to use, and the results are consistent every time.'
Who What Wear
 The Skincare Trend That’s Taking Haircare By Storm Best Lightweight: Emi Jay Heavenly Hair Milk Save to wishlist Emi Jay Heavenly Hair Milk $40 EMI JAY Why We Love It: Yes, Heavenly Hair Milk promises to detangle, soften, and shield your strands from heat. But wait—there’s more! Even their hair care lineup delivers that signature, subtle marshmallow fluff and vanilla scent, adding a touch of sensorial whimsy to every styling session. As for the formula itself, marshmallow root extract helps with detangling, hyaluronic acid delivers hydration, and linseed extract keeps your style locked in place. Plus, many uses report it helps to reduce overall hair drying time.Editor’s Experience: 'My hair has been feeling a bit dry lately (probably because I’m regularly heat-styling it... whoops), so I was eager to try Emi Jay’s hair milk. It’s true, the fragrance is light, airy, and lovely—I’ve been getting compliments on it, especially when paired with the brand’s hair mist. Whimsical scent aside, I’m impressed with the way this pick leaves my hair baby soft—I’ve been applying it right before my usual blowout routine.' —Concetta Ciarlo, beauty shopping writerye Key Ingredients: Marshmallow root extract, hyaluronic acid, linseed extract, vitamin b5 Type: Milky serum; liquidy texture More to Know: Vegan, cruelty-free, sulfate-free, paraben-free, and mineral oil-free Size: 3.4 fl oz
Vogue
 It's So Easy to Fall In Love With February's 48 Best Beauty and Style Launches J'adore. Emi Jay Angel Hold Hair Styling Cream Emi Jay$34 at Sephora Love Emi Jay's celeb-approved styling stick but find yourself thinking
Byrdie
 The 44 best products we tried in February, from a powerful lightweight vacuum to cozy wardrobe staples Emi Jay Angelstick Hair Styling Stick Tamara Kraus/CNN Underscored I recently went to an event and got to try Emi Jay’s hair styling products, and one of the standouts is its Angelstick, which tames pesky flyaway hairs. I love that you don’t have to get your hands dirty because it’s in a deodorantlike tube, and it’s small enough to throw in my purse. Pro tip: I love pairing it with the brand’s Aura Hair Mist in the Angel Wings scent. It makes me smell like I just got a fresh blowout. — Tamara Kraus, senior lifestyle editor $38 at Emi Jay $38 at Sephora
cnn underscored
 Pinterest Has Spoken: Spring 2026 Is All About the Soft and Whimsical Cherubic Beauty Aesthetic Everything you need apart from wings and a harp. Emi Jay Halo Hair Oil $38 SHOP NOW Emi Jay's award-winning Halo Hair Oil is created to be the last step in a haircare routine, but the first product that comes to mind when I think of products that are as aesthetically pleasing as they are effective for all hair types. Sure, I had my reservations about using this on my 4c curls and knotless braids when I was first introduced to it, but it only took one application to completely win me over. Its scent, Angel Wings, combines amber with a light musk and lingers on hair long after the first initial spritz.Customer Review: 
Who What Wear
 I Tried Carolyn Bessette-Kennedy’s Go-To Polished Accessory, and It Seriously Makes Every Outfit Look Rich Shop luxe styles from Coach, J.Crew, and Anthropologie. Emi Jay Starlet Tortoise Headband $34 at Emijay.com Before heading to checkout, be sure to consider Emi Jay’s Starlet Tortoise Headband. Let’s just say, there’s a reason why celebrities like Kendall Jenner and Hailey Bieber are fans of the expensive-looking accessory brand. You can’t go wrong with this thick, tortoise, acetate headband, which features a dainty heart detail that’ll bring in plenty of compliments. 
InStyle
 Your Guide to Carolyn Bessette Kennedy’s Style Starts With the Accessories As proven by the photos, these will never go out of style. The Tortoiseshell Headband Emi Jay Starlet Headband $34 at emijay.com Bessette Kennedy often wore a headband—most frequently a simple tortoiseshell style. Beyond keeping flyaways at bay, it lent an understated polish, creating a sleek, slicked-back look that stayed perfectly in place.
Elle
 Carolyn Bessette Kennedy's Effortless 90s Style Always Included These 6 Wardrobe Staples These CBK-approved finds are the secret to simple—but never boring—outfit formulas. The Understated Accessories Famously, CBK almost never wore jewelry (outside of that stunning diamond and sapphire engagement band), but that's not to say she skipped accessories altogether. Instead, she was often seen sporting acetate headbands from NYC-based apothecary C.O. Bigelow and oval-shaped sunnies—specifically, the Aldo style from Selima Optique. Her exact pieces are on backorder right now, but I spotted near-identical styles at Amazon and Nordstrom. Emi Jay Starlet Headband $34 at emijay.com
Cosmopolitan
 My Hair Grew 8 Inches in 6 Months Thanks to These Growth-Boosting Products—Shampoos, Oils, and Serums Start at $6 My hair is the healthiest it’s been in years. Emi Jay Angel Hold Hair Styling Cream $34 at Sephora Breaking up with my blow-dryer was no easy feat, but it was easily one of the best things I did for my hair. I rely on air-dry creams to smooth frizz and define my natural waves and this is one of my favorites. It has a light hold that shapes the hair without adding crunch (it works great for slick-backs!). Plus, it fights frizz and smells so good. 
Instyle
 Step Two: Use a Styling Cream When I started using Emi Jay’s offering (my current favorite for it’s flexible hold and lovely scent), I immediately noticed better hold and polish, without that dreaded crunchy feel. Think of it like makeup: A styling cream is the primer of your hair routine. It creates the foundation, smoothing and prepping everything so your style holds its shape. Then, when you later finish with hairspray, that’s your setting spray—locking it all in place and making sure your blowout actually lasts long after you step out your front door. Emi Jay Angel Hold Styling Cream $34 Emi Jay
Vogue
 Hair Awards: The 55 Best Hair Products of 2026 The best hair products all but guarantee a great hair day. Here, our annual list of the best hair tools, treatments, and stylers. SUPER STYLERS AND SERUMS Styling products unlock your hair's full potential, while the year's best scalp serums unlock fuller, healthier hair. 4 / 30 Emi Jay Angel Hold Hair Styling Cream$34 at Sephora Our favorite new secret to shiny, slicked-back buns, Emi Jay's styling cream locks in moisture, quells fuzzies, and conditions hair with glycerin, vitamin B, and Brassica oil. Plus, it smells incredible.
Harper's Bazaar
 Laufey Won Her Second Grammy Looking Like a Dreamy Miu Miu Mermaid—All the Glam Details I'm Copying ASAP Exclusive scoop just ahead. 'The Miu Miu dress had such a dreamy, ethereal quality, so I wanted the hair to feel like it was moving with her, not competing with the look,' Cho shares. To achieve that softly tousled effect, she starts by applying Emi Jay's Heavenly Hair Milk and Halo Oil on Laufey's damp lengths. 'I blow-dried the hair with the Emi Jay Flat Brush, a mixed bristle brush, for tension, then created loose waves with a larger curling iron,' she adds. (FYI: That milky serum-oil combo will give you a smoother, faster drying time, she says.)
who what wear
 Kendall Jenner, 30, Uses the Brand Behind This Smoothing Hair Cream That I, 29, Rely on for Rapid Growth It’s an automatic good hair day whenever I use it. The Gist An InStyle writer tested Emi Jay’s latest Angel Hold Styling Cream. She reported soft, smooth, frizz-free hair with hold that defined her waves without making strands sticky or crunchy. Shop it for $34 and other editor favorites, including the Oribe Hair Alchemy Heatless Hair Styling Balm and the brand’s iconic hair clips. I’m always looking for new ways to grow my hair faster, and nothing has worked better than abandoning my blow dryer for air-drying. I won’t lie, it took me a bit to adjust, especially looking in the mirror and seeing imperfect wavy hair instead of smooth, blow-dried strands. Now I see it as the greatest thing that’s happened to my beauty routine: Not only freeing up time but preserving my hair and allowing it to grow at a rapid rate. I can’t air dry my hair without the right products, and I need a formula that will fight frizz, smooth my hair, and shape my waves without weighing them down. Oribe makes one of my all-time favorites, but it recently got some competition thanks to a new $34 cream I’ve tried from a Hailey Bieber- and Kendall Jenner-used brand. 
InStyle
 THR Red Carpet Essentials 2026: 34 Beauty Winners for Awards Season and Beyond For the third year and counting, The Hollywood Reporter's Red Carpet Essentials Awards are paying tribute to the real MVPs of awards season. Best Creaseless Hair Clips Emi Jay Popstar Clips (Set of Four) $32 at emi jay Hair creases on the red carpet? Unwanted and unacceptable. Emi Jay, used by taste-making ladies from Gigi Hadid and Kylie Jenner to Sabrina Carpenter and Selena Gomez, has a solution in the form of its Popstar Clips — which come to save the day when you’re blowing out your mane, layer by layer, or keeping it away from your face while applying liquid liner. Plus, the limited-edition seasonal colorways sell out in a pinch, so waste no time in grabbing your favorites while supplies last.
The Hollywood Reporter
 Emi Jay's Newest Launch Will Be Your Hair's Guardian Angel The Angel Hold Styling Cream is here. After the success of Emi Jay‘s viral Angelstick Hair Styling Stick, the brand has just introduced the newest addition to its hair care lineup: the Angel Hold Styling Cream. The flexible cream is said to hold, smooth and tame flyaways — minus the crunch. In honor of the launch, the brand is also releasing an entire capsule of hair accessories inspired by the cream’s angelic vibes. Infused with the brand’s signature “Angel Wings” fragrance, which features notes of amber and musk, the Angel Hold Styling Cream promises to feel just as good as it looks. While other creams can leave your hair feeling heavy and stiff, Angel Hold delivers flexible styles that actually last, thanks to strand-loving ingredients. While brassica oil protects your hair from heat damage and adds a touch of flexible shine, vitamin B nourishes damaged hair and boosts elasticity. Finally, glycerin seals the deal by locking in moisture and adding softness to your hair that protects its long-term strength too. The Angel Hold Styling Cream retails for $34 USD and will be available for purchase starting February 10 on the brand’s website and at Sephora.
hypebae
 The Opera Aesthetic Is In for 2026—20 Beauty Essentials That Evoke Light-Flooded Stages and Velvet Seats Christine Daaé had the right idea. Elevated Accessories Emi Jay Hair Pin in Gold Tiara $24 SHOP NOW Ideal for creating an effortless French chignon in seconds, this hair pin by Emi Jay is designed to work with all hair types. It helps guide your tresses into a chic updo with a versatile, polished metal design that won't slide out of place. I love how Gold Tiara looks with my dark-brown knotless braids, but I'm already plotting to snag the same hair pin in other colors to grow my hair-accessory collection.
Who What Wear
 7 Best Barrettes to Elevate Your Everyday Hairstyles From sleek everyday clips to bold statement bows. Your Ponytail’s Plus-One: Emi Jay Ponytail Barrette Save to wishlist Emi Jay Ponytail Barrette $29 Emi Jay Allure senior commerce director Shanna Shipin wearing the Emi Jay Ponytail Barrette Shanna Shipin Why we love it: Think of this as the finishing touch your ponytail didn’t know it was missing. Emi Jay’s Ponytail Barrette is designed to instantly elevate even the simplest pull-back, adding a playful accent without trying too hard. The sleek barrette sits comfortably over your hair tie or can be worn alone, while the statement-worthy designs—bedazzled options and beautiful patterns—bring just the right amount of personality. Tester feedback from senior commerce director Shanna Shipin 'I'm a big tortoiseshell person when it comes to my accessories. It's timeless, contrasts nicely with my black hair, and goes with everything. Emi Jay has a whole line of tortoiseshell pieces, and I love this barrette; my hair has a lot of volume, so I do a lot of half-up-half-down looks, and this clip is large enough to hold it all. I love that the brand came out with ponytail barrettes, because the old school clips would snag on my hair. It's the kind of special touch you get with a female-founded company!' —Shanna Shipin, senior commerce director
Allure
 The 17 Best Viral TikTok Beauty Products of 2025, According to a Beauty Editor Who Scrolls for a Living Out of all the TikTok-loved products, these are the ones that team Cosmo can't live without. 10 This Hair Stick Emi Jay Angelstick $38 emijay.com Also Consider $38 Sephora This one is for all the clean girls out there who love a slick back, but hate wresting with your brush for minutes at a time. Emi Jay's Angelstick creates sleek hair in seconds without leaving behind any greasy or sticky residue.
Cosmopolitan
 This $24 Hair Mist From a Kendall Jenner-Worn Brand Is So Intoxicating, Strangers Ask Me What Perfume I'm Wearing Plus, it gives me shiny, frizz-free hair. The Gist An InStyle editor swears by the Emi Jay Aura Hair and Body Mist, a soft, fresh, and slightly sweet fragrance that also adds shine to her hair and tames frizz. The $24 spray is so good that strangers always ask her what she’s wearing. Shop the compliment-worthy Emi Jay Aura Hair and Body Mist, plus other similar options, including the Gisou Honey-Infused Hair Perfume and Josie Maran Vanilla Vibezzz Body and Hair Fragrance.
InStyle
 21 Winter Fashion Staples That Will Make You Actually Excited For Cold Weather Winter dressing starts here. From sculptural jewels to statement coats, these winter staples prove cold-weather dressing can be chic, practical, and genuinely exciting. Emi Jay Sweetheart Clip in Dinner Party Emi Jay’s Nightcap collection understands that no one wants to arrive at a holiday party with perfect hair only to have it fall apart by the time the second round of martinis arrives. The Sweetheart Clip in 'Dinner Party' — a tortoiseshell acetate studded with tiny stones — holds everything from a low bun to a half-up style without that telltale dent or headache, meaning you can actually dance past midnight without needing to excuse yourself for emergency bathroom mirror adjustments.
forbes
 EXCLUSIVE: Emi Jay Founder Julianne Goldmark on Selling One Million Claw Clips and What’s Next Goldmark discusses maintaining hype around the brand’s signature claw clips, creating a hair wardrobe for the Emi Jay girl, retail performance and what’s in store for 2026. The Emi Jay girls have spoken, and claw clips are here to stay. Hair care and accessories brand Emi Jay has sold more than one million of its signature hair clips, which have attained cult status with the brand’s devoted customers, including Gigi Hadid, Hailey Bieber and Kendall Jenner. What some may have seen as a fleeting trend — claw clips started to see an uptick during the COVID-19 pandemic, as consumers wanted a way to feel more put together at home — Emi Jay’s success has proven they are a staple for consumers. 'It shows the desire and the appetite for what is an everyday staple in such an elevated way. This proves a case that women want to have fun, and that we’re the brand that delivers on so much more than just being a functional part of your day,' said chief marketing officer Claudia Leon. Founder Julianne Goldmark added: 'It’s a testament that the claw clip is here to stay.' In addition to surpassing this milestone, the self-funded brand is also on track to reach between $15 million and $25 million in revenue in 2025, having grown 133 percent year-over-year, per industry sources.
wwd
 Kendall Jenner's Favorite Hair Brand Just Dropped the Model-Off-Duty Accessory I Want in My Stocking Meet Emi Jay's Nightcap Collection. Key Takeaways Emi Jay's holiday capsule, Nightcap, is launching Monday, November 24. The lineup is full of your favorite accessories and tools in classic-yet-festive patterns. Think burgundy stripes and polka dots. The launch coincides with the brand's Pink Friday Sale, so everything is 25% off. If I was curating a museum exhibit on the perfect night out in 2025, it would include the claw clip I keep in my bag so I can throw up my hair toward the end of the night. Sometimes I even wear it from the get go. I'll put it in while getting ready and the strands that are left out will frame my face just so. Nothing more needs to be done.
byrdie
 Emi Jay’s Black Friday Sale Is Major—Shop Celeb and Editor-Favorite Hair Accessories for 25% Off I'm a beauty editor, and I swear by Emi Jay's claw clips for my long, thick hair. 25% off sitewide for Black Friday, it's the best time to shop Emi Jay’s celeb-loved accessories. The Big Effing Clip is a must—a Cosmo Holy Grail Award winner and universal gift. Hair accessories make foolproof gifts, even for the beauty lovers who already have everything. I'm a beauty editor, which means my job entails testing a bunch products (makeup, hair, skin, you name it) all year long. So when the holidays roll around, I almost never want anything beauty-related. But, I do always ask for Emi Jay hair accessories—they're the universal beauty gift that anyone will be ecstatic to receive (yes, even if you think they already have everything).Right now, the brand is offering 25% off sitewide for Black Friday, so there’s no better time to snag the celeb-loved hair accessories. You can’t go wrong with the beloved Big Effing Clip (a Cosmo Holy Grail Beauty Award winner) or one of their sweet-smelling hair mists.
cosmopolitan
 The Best Beauty Gifts To Buy For Your BFF — Or Yourself Your cheat sheet to the most covetable skin care, hair, makeup, and fragrance products. 17. The Perfect Slickback Duo Sweet And Sleek Styling Ki tEmi Jay $86 $64 See On Emi Jay Not sure what to gift the Gen Zer in your life? This Emi Jay slickback kit is a safe bet. Inside, you get a mini boar-bristle brush in the color Pink Sugar and the cult-favorite Angelstick, a rare styling balm without parabens, sulfates, or synthetic fragrances. The two work together to smooth flyaways and create a snatched look without any residual stiffness — leaving your hair feeling shinier and healthier than before you pulled it up. Plus, you can easily throw these little beauties into a tote bag or purse for an on-the-go styling moment. Gen Z is notoriously difficult to shop for, but Emi Jay’s Sweet and Sleek Styling Kit nails three things they love: slickbacks, clean girl aesthetics, and matching sets.
bustle
 The 40 Best Beauty Stocking Stuffers, According to Celebrities, TikTok, & Our Shopping Editors From Charlotte Tilbury and Summer Fridays to Jo Malone and Emi Jay. Best Beauty Stocking Stuffers: Hair Emi Jay Sweetheart Hair Claw Clip in Pink Pixie $36 Buy NowThis Emi Jay claw clip is so balletcore with its dainty bows, shades of light pink, and sparkly embellishments. It comes from a popular hair brand that A-listers such as Hailey Bieber and Kendall Jenner support, and while $36 might seem like a lot for a clip, the chic designs are well worth it.
stylecaster
 The Beauty Stocking Stuffers That Always Sell Out First Beat the last-minute accusations of procrastination with picks from Glossier, Rhode, Ouai, Merit and more. As someone who travels multiple times a year—and sometimes makes several trips in a month—nothing brings me greater joy than shopping for bite-sized versions of my favorite travel beauty essentials. Hoarding full-sized products you’ll never fully use is overwhelming, but sweeping through mini makeup, skin care, body care, and hair formulas? Now that’s much more satisfying. I call it doing my part in minimizing waste, which is why I adopt the same strategy when shopping for loved ones during the holiday season. Enter beauty stocking stuffers. An Effortlessly Chic Clip Emi Jay Big Effing Clip You’d be surprised how happy a gift as practical and essential as a hair clip would make someone. Emi Jay’s hair clips are both aesthetic and functional, and this ergonomic clip ensures your hair stays in place with a cute finish.
elle
 7 Long-Lasting Vanilla Body Mists That Are Perfect For Cozy Autumn Days, Starting From $7 From Phlur to Sol de Janeiro, these vanilla body mists deliver cosy, long-lasting scent layers you’ll actually want to wear every day. 2 Emi Jay Aura Hair & Body Fragrance Mist in Toasted Sugar $24 Sephora Emi Jay might be known for their hair accessories, but the brand has a knock-out set of products, including this hair and body mist. With spun sugar, sweet vanilla, and amber, the scent is super. cozy—like wrapping yourself in a fuzzy blanket.One Cosmo editor says: 'To say I'm obsessed with this hair and body mist would be an understatement. The toasted scent is like the bottled version of all of my favorite fall treats—but like, sophisticated and grown-up. It lasts so long when I spray it in my hair. I've had multiple people tell me that my hair smells good when I've worn it.'—BG
cosmopolitan
 Emi Jay’s Celeb-Loved Claw Clip Is the Easiest Stocking Stuffer Check a Hadid or Jenner fan off your list early. If you vowed to start your holiday shopping early this year, it’s time to kick things into high gear. You’ve got less than two months until the main event, so your window for 'early' shopping is closing fast. Fortunately, Emi Jay’s celebrity-loved, editor-approved claw clips can quickly check a few loved ones off your list. Decorative yet functional, the brand’s viral Big Effing Clip is a stocking stuffer sure to please. The cellulose acetate material is incredibly lightweight and durable, and the rotating selection of limited-edition designs (like the adorable S’mores Love) is hard to resist—hence why it’s ELLE editors’ pick for the best claw clip. 'The quality is miles better than flimsy drugstore versions,' says Anvita Reddy, commerce editor. 'It has the perfect grip, never pulls too tight, and the colors and patterns offered are just adorable.' At around $36, they’re one of those small luxuries that Reddy says helps make her feel a little more put together when she’s having a blah day. Exact versions worn by Gigi and Bella Hadid, Kylie Jenner, Hailey Bieber, and Sabrina Carpenter are currently available at Sephora and Revolve for $36. Customizable options can be found on Emi Jay’s site, along with the smaller Lil Effing Clip ($30) that Kendall Jenner and Sofia Richie use to tuck back their trendsetting bobs. Most designs are limited-edition, so once they’re gone, they’re gone for good—all the more reason to grab your gifts early. Decorative claw clips aren’t Emi Jay’s only celebrity-approved hair accessory. Ariana Grande’s party-ready Bow Barrette, Kaia Gerber’s embellished Popstar Clips, and Dakota Johnson’s Sweet Dreams Silk Scrunchie are all in stock ahead of the holidays. Celebrity hairstylists also swear by Emi Jay’s Angelstick for slicked-back styles, should you want to further elevate your gift.
elle
 Test Drive Fall Trends With These 6 Hair Accessories That Stylists Are Seeing Everywhere 01 of 06 Tortoiseshell Accessories 'We’ve seen these traditional French pharmacy-styled accessories popping up a lot over the last few years,' says Goldmark, pointing out that Emi Jay has seen increased sales in barettes as of late. 'With girls embracing a half-up, half-down and simpler hair-styling, I think these accessories will be all over this season.
instyle
 These Are the Only Stocking Stuffers Your Wife Actually Wants It’s the little things, after all. The holidays will be here before you know it, and after everything your wife has done throughout the year, the least you could do is return the love with some of the best stocking stuffers. While family time, fine food, and Yuletide cheer are all well and good, we know that the true hero of the season is actually the gifts. The key to finding a great gift is not about spending a lot–it’s about being thoughtful. While stocking stuffers may not be the main event, they’re a great way to show how much you adore your partner, whether that means gifting her a $20 Korean face mask or a little something from Chanel. The Festive Claw Clip Emi Jay Sweetheart Clip $36 at emijay.com We challenge you to find a woman who wouldn’t be delighted to add this claw clip to their collection. The bow and crystal detailing make it perfectly festive.
elle
 If Labubus Are Out, Beauty Bag Charms Are In — Here Are the 8 Best Ones We Recommend Buying Beautify your bag with charms that double as holders for lipsticks, perfumes, hair styling sticks, and more. Emi Jay Limited Edition Mini Angelstick + Keychain Duo $28 Buy Now at emi jay Emi Jay’s TikTok-viral claw clips have been worn by everyone from Sofia Richie Grainge and Hailey Bieber to Kendall Jenner and Selena Gomez. Now, get ready to meet the brand’s Angelstick Hair Styling Stick, which was miniaturized in celebration of the product’s two-year anniversary. Everything about this bag charm is worthy of 'oohs' and 'aahs,' from its light-pink finish to the angel wings that bedeck the little capsule. But what’s inside is what truly counts: a formula that gently smooths flyaways, seals back baby hairs, and leads to a glossier, sleeker ‘do. Because everyone deserves to look put-together to the max while running through their daily to-do list.Price upon publish date of this article: $28
wwd
 19 New Beauty Products Cosmopolitan Editors Loved in October AKA, all the best makeup, hair, skincare, and fragrance you can get right now. 6 This Vanilla Perfume Mis tEmi Jay Aura Hair & Body Fragrance Mist $24 Sephora 'Emi Jay makes my favorite hair clips and scrunchies, and they’ve recently ventured into the world of haircare and scents. Their new mist in Toasted Sugar is the best hair perfume I’ve smelled, probably ever. It’s slightly sweet and spicy, with notes of vanilla and amber, and I loved it so much that I even sprayed it on my clothes like a regular fragance.' —JH
cosmopolitan
 This Hair Hack Is the Easiest Solution for Preventing Split Ends Best for Overnight Wear: Emi Jay Silk Scrunchie Emi Jay Sweet Dreams Silk Scrunchie $32 REVOLVE $32 EMI JAY Why We Love It: Handmade from 100% charmeuse silk, this medium-size scrunchie comes in cherry red and black. It’s designed to keep your hair soft and smooth, and it’s gentle enough to wear overnight, so you wake up with your hair perfectly in place. I’ve always been an Emi Jay–head, and while all of the brand’s hair accessories are worth fawning over, this simple scrunchie is the one I reach for most. It never tugs or damages my strands and somehow stays put, even on the longest runs. Because it feels so luxe and high-quality, I prefer to hand-wash these and let them air-dry.Material: 100% charmeuse silkSize: Medium
Vogue
 8 Best Hair Wax Sticks to Master Slicked-Back Hairstyles My ponytail has never looked better. Best for Frizz: Emi Jay Angelstick Emi Jay Angelstick Emi Jay Angelstick $38 Sephora Best for: Fine hair, tousled looks Key ingredients: Castor oil, jojoba extract, candelilla wax Size: 1.1 oz. You might know Emi Jay for its fabulous hair accessories, but ICYMI, it makes some pretty spectacular styling products, too—namely the Angelstick, a go-to favorite of Kilkeary’s. The formula is vegan and buildable, which is especially clutch for curly and wavy hair textures that often need a bit more hold. The payoff? Longer-lasting styles, softer strands, and that gorgeous contrast between bouncy curls and sleek, frizz-free smoothness.Testing notes from Glamour’s Kilkeary: 'This Angelstick is velvety soft, and makes my hair look and feel frizz and flyaway-free. It’s easy to use and a little of it goes a long way, so you won’t have to worry about making multiple passes when slicking your hair down. I like that it’s nongreasy and leaves hair soft and fresh all day,' she says.
Glamour
 18 Beauty Products InStyle Editors Are Loving Right Now Emi Jay Aura Hair + Body Mist,$24.00 Shop Now Emi Jay's chic and sturdy clips have been seen on Selena Gomez, Hailey Bieber, and Kendall Jenner, and it's clear why: they work! The brand is also known for its hardworking hair care and styling products, releasing this new hair and body mist just in time for gifting season. It smells heavenly and keeps hair hydrated all day. —Samantha Brash, director of content strategy
InStyle
 21 Beauty Launches I'm Shopping This October, from Blurred Lips to Cozy Scents Kicking off fall in style. Emi Jay Aura Hair & Body Mist in Toasted Sugar Emi Jay$24 at Sephora Just in time for cozy season, Emi Jay dropped its Hair & Body mist in a warm vanilla scent. Not only will it make you smell good enough to eat, it has styling benefits to boot. Glycerine adds shine and tames frizz, while aloe leaf juice hydrates parched hair.
byrdie
 Emi Jay Adds a New Hair Mist to Its Coveted Lineup Introducing the new Toasted Sugar Hair + Body Mist. Emi Jay, known for its cool girl-approved claw clips and hair accessories, just expanded its range of cult-favorite hair products with the new Toasted Sugar Hair + Body Mist. Described as a heavenly vanilla, the mist promises to moisturize and reduce frizz while it leaves behind a warm, sweet scent — just in time for all of your cozy fall festivities.The new fragrance features decadent notes of spun sugar, tonka bean, delicate amber and sweet vanilla. Plus, its portable packaging makes it perfect for on-the-go touch ups. It contains ultra-fine mist to spritz your hair evenly every time, along with quick-drying properties so you never have to worry about disrupting your daily hairstyles.
hypebae
 This $24 Strand-Smoothing Spray From a Hailey Bieber- and Kendall Jenner-Used Brand Keeps My Fall Hair Frizz-Free It smells like comfy sweats and fresh sugar cookies. The Gist Emi Jay, an internet-famous hair brand worn by celebs like Hailey Bieber and Kendall Jenner just launched its Aura Hair and Body Mist in Toasted Sugar.The hydrating formula smooths flyaways and locks in shine, while making hair smell like warm sugar cookies and clean blankets. Shop it for $24 on Emi Jay.  Hair perfumes that have more benefits than just simply making your hair smell good have been one of my best beauty finds this year. With formulas that can make my hair smell next-level good while smoothing frizz and taming flyaways, sign me up. Emi Jay, the brand behind the claw clips worn by virtually every  ‘It’ girl (ahem, Hailey Bieber and Kendall Jenner) also has a line of hair care products that are great for the hair. Their Toasted Sugar Hair and Body Mist makes strands smell good, plus it smoothes flyaways and locks in shine thanks to a glycerin-infused formula. It’s my secret to It Girl hair that smells like a sugar cookie, and I can’t stop dousing my strands in it.  
instyle
 The 30 Most Impactful Women Under 30 Across Beauty and Wellness From Alix Earle and Monet McMichael to Taylor Frankel and Leah Kateb, the young women who are redefining beauty and wellness for a new generation. 13 Julianne Goldmark, 30, founder and chief brand officer, Emi Jay Julianne Goldmark, a hair-obsessed creative, created viral brand Emi Jay simply with claw clips that people would actually love –- think cute designs and sturdy hardware. Now, she’s added a slew of other accessories and styling products and launched Emi Jay at Sephora, all while maintaining the brand’s cool factor. 
WWD
 The Best Claw Clips That Make Lazy Updos Look Runway-Ready A quick styling hack for all hair types. Best Overall Emi Jay Big Effing Clip $34 at Revolve Pros Celeb-loved If you know anything about claw clips, you’ve heard the name Emi Jay. As seen on it-girls Bella Hadid, Kendall Jenner, and Hailey Bieber, these clips not only come in dozens of sizes and playful designs, but they also boast a strong hold on all hair types. Material: Acetate Size: Large Revolve rating: 4.7/5 An ELLE editor says: 'Emi Jay is just that girl when it comes to claw clips. I have a variety of sizes and designs in my arsenal, but my top choice has to be the Big Effing Clip (although it was very hard to choose). Contrary to the name, it’s more of a medium-large size. Regardless, it holds my long hair so securely without creating dents or causing any discomfort. Plus, the colors and patterns offered are just adorable.'—Emma Aerin Becker, associate beauty e-commerce writer
Elle
 These Comfy Platform Slippers Are Hailey Bieber-Approved They even come in terrycloth But after the outing, Mrs. Bieber swapped her sandals for Skylrks of her own, walking around Los Angeled in eye-catching bright magenta slippers. The shoes, which feature purple soles, appear to be the low platform version of the classic “chunky soled slides,” which Justin himself recently announced are now discontinued following an ankle-rolling situation. The low versions, which he’s also teased in a terrycloth fabric, are tried and tested accident-proof.For her walk, Hailey paired the mules with a red New York Yankees cap, slim black sunglasses, an Emi Jay clip, and a black workout set.
Harper's Bazaar
 27 Hair Products You’ll Want To Keep Restocks Of At All Times Hair care must-haves you'll happily buy doubles of. 11. An Emi Jay Angelstick Hair Smoothing Styling Stick that will hold edges, slicked-back buns, and flyaways in an instant! This also contains Murumuru butter and castor seed oil to help nourish and moisturize hair throughout the day. Promising review: 'Seriously SO good! I use this almost every day, it holds my hair so well! Perfect for flyaways and my buns, love!' —BeautyGal95Get it from Sephora for $38.
BuzzFeed
 The Best Wavy Hair Routine, According to a Beauty Editor No more straightening your precious waves! If you have a wavy hair type and decided you want to start styling your natural waves, welcome! Ahead is a fun journey learning about what your hair loves and hates, but in the end, you'll establish your perfect wavy hair routine. My hair sits between wavy and curly; definite spirals that curve around and back on themselves, but a stretched, loose ringlet. But because it behaves like wavy hair in some ways—and I’m a beauty editor with a lot of hair intel—you can trust that I’m in a good position to advise you on building your wavy routine. Promise! Emi Jay Heavenly Hair Milk Leave-In Conditioner
Cosmopolitan
 Sofia Richie Grainge likes to experiment when it comes to beauty. (Ask her how many products TikTok—or Billie Eilish—has made her try.) But when the beauty muse who brought back the bridal bun finds something that works, she’s loyal. And that’s why there’s one drugstore gem she’s so prone to gush over, she has to give a disclaimer: 'This is not an ad,' Richie tells Vogue while spilling her latest Beauty Secrets. Emi Jay Sweetheart Clip $36
Vogue
 The Hair Wax Sticks ELLE Beauty Editors Actually Use for Sleek Styles The key to model-off-duty updos. Best Fragrance-Free Emi Jay Angelstick $38 at emijay.com $38 at Sephora Pros Vegan ingredients Protects strands Emi Jay, a hair accessories brand with a long list of celebrity fans, launched its first styling product last year to much acclaim. The formula is rich in nourishing ingredients, including castor seed oil, murumuru butter, and vitamin E, which keep the scalp and strands hydrated throughout the day. Some even use it as a brow pomade of sorts, applying a tiny amount with a spoolie or the edge of their fingers to sculpt their eyebrows.Key ingredients: Castor seed oil, sunflower seed wax, murumuru butter, vitamin E Size: 1 oz An Emi Jay reviewer says: 'received my Angelstick, and it is the best slick hair product I have ever used. I have probably tried every single product on the market and have never found one that does the job but also doesn’t make my hair oily or rock hard. This product is amazing! Thank you so much. Emi Jay for life!'
elle
 The 12 Best Hair Perfumes for Summer Add one of these best-smelling hair perfumes as the last step in your styling routine Best for Hair and Body Scented Hair Mist in Angel Wings Pros Hydrates and protects hair Long-lasting scent Not only does this lightweight hair mist leave strands with a warm, ambery-and-musk scent, but it has glycerin to add moisture back into hair and antioxidant-rich aloe leaf juice to protect strands. Plus, it can be spritzed from head to toe. One customer writes: 'I sprayed this on my hair 4 days ago…FOUR DAYS, and I can still smell it in my hair. This stuff is amazing, i like that it doesn’t fade away after a few hours and dissipate into nothing but actually lasts. I will keep buying this! I love anything Emi Jay.' —kaybo1991
harper's bazaar
 Charlize Theron Just Fooled Us All With This Faux Bang Trick A masterclass in fake-it-til-you-make-it. If Charlize Theron wears a cool bob, guess who’s going to be following in her footsteps? That’s right, me. On June 24, the actress was spotted in New York City as she continues to promote her new film Old Guard 2. Theron, who has become somewhat well-known for her affinity toward short hairstyles, was spotted in yet another iteration of the look while running errands. As is the case for all of her haircut eras (remember that bowl cut?), this version is sculpted, sexy, and super trendy. Emi Jay Angelstick™ Hair Smoothing Styling Stick $38 at Sephora Keep flyaways in place by using a hair-smoothing stick like this one from Emi Jay.
marie claire
 The 67 Travel Beauty Essentials You Need This Summer Introducing ELLE’s 2025 First Class Beauty Awards. Whatever role you’re stepping into, we’ve got your glam covered. These ELLE-approved essentials highlight the year’s most impressive new travel-friendly beauty products, blending luxury and practicality with every swipe, spritz, and slather. Before your next out-of-office alert kicks off, bookmark this page. This is your official beauty packing list. Emi Jay Halo Shine Hair Oil $38 at Sephora Every routine needs a strong finish, and Emi Jay’s Halo Hair Oil gets a standing ovation. A nourishing blend of moringa seed and passionfruit seed oils seals in moisture, smooths frizz, and boosts shine. Our tester loved the subtle scent, healthy sheen, and non-greasy finish it imparted.
elle
 14 Air Dry Hair Products That Have Me Retiring Hot Tools All Summer Because I'd rather be at the beach than with my blow dryer. Best Air Dry Product for Thick Hair Emi Jay Heavenly Hair Milk $40 at Sephora A cross between a leave-in conditioner and a serum, Emi Jay's hair milk proves that it's no longer just a hair clip brand (though the claw clips are adorable, too). The scrumptious vanilla scent is gourmand yet not overly sweet, and the formula delivers. You'll get heat protection, hydration, and anti-frizz properties all in one sleek bottle. Key Ingredients: Marshmallow root extract (smoothing); Hyaluronic acid (hydrating); Linseed extract (boosts elasticity)Hair Type: All, especially damagedWhat I Love: Vanilla scent; Nourishes hair; Works well on thick hairWhat I Don't: Bottle pump doesn't always work smoothly; Can feel heavy or greasy on thinner hair typesReview for MC: 'I'm not normally a vanilla fragrance person, but this leave-in conditioner has me sold. It's sweet yet not headache-inducing, and it's not just a nicely-scented product: It works, too. My thick hair can be tough to manage on more humid days, but this tamed my texture easily.' — Catharine Malzahn, Contributing Beauty Writer
marie claire
 Fun in the Sun! 13 Vogue Editors Share Their Vacation Beauty Essentials The Beachside Beauty Bag Picks 'One thing that's always in my summer bag is Rhode’s pocket blush. I love putting it on when I go to the beach—it adds that sunburnt touch to my cheeks even if I'm lathering myself in sunscreen every 30 minutes! Also, my hair hack after coming out of the ocean is to not wash it and instead use the Heavenly Hair Milk from Emi Jay so that my waves dry without frizz.' —Irene Kim, production and editorial coordinator Emi Jay Heavenly Hair Milk $40
vogue
 The Best Summer Hair Trends of 2025, According to Stylists Plus, the expert-approved products that will help you achieve them at home Everything feels more relaxed in the summertime, including our beauty routines. Summer hair typically conjures low-effort looks that keep hair looking great no matter the temperature. 'Summer hair is carefree and low effort but with a hint of polish,' says Adir Abergel, celebrity hairstylist and creative director for Virtue Labs. 'It's all about ease, enhancing natural texture, and flow—especially when you’re out at the beach or hiking a mountain.' As warmer weather comes around, air-dried locks, slicked-back styles, and wet looks stage a comeback. 'They still feel summer-appropriate but add a touch of edge to the effortless vibe,' Abergel explains. Emi Jay Big Effing Hair Claw Clip in Buttercream $36 at Sephora Bazaar editors love Emi Jay's hair clips for keeping hair fashionably up .
harper's bazaar
 May's 23 Best New Beauty Launches Are Beach Day Staples Bring on the glow. Best New Leave-In Conditioner Emi Jay Heavenly Hair Milk™ Vanilla Leave-In Conditioner Hair Serum $40 at Sephora 'I've seen this leave-in conditioner all over TikTok, and I understand the hype. It's creamy, multitasking formula nearly does it all—it leaves hair silky smooth and with a glass-like shine, all while hydrating, detangling, and protecting against heat damage. If that wasn't enough, it also has a delicious vanilla scent that lingers all day long.' — Brooke Knappenberger, Associate Commerce Editor
Marie Claire
 Now Presenting: 267 Beauty Products, Tools, and Treatments That Will Change Your Life Welcome to Cosmopolitan’s 2025 Holy Grail Beauty Awards. always say the beauty industry doesn’t need more (for the blissfully unaware, we’ve got a serious waste problem over here), we simply need better. Now I say this in the same breath that I’m introducing you to Cosmopolitan’s biggest beauty awards in its 60-year history—we have more winning brands and products than ever featured before—but trust me when I say these beauty awards are also, by far, the best. Best Claw Clip Emi Jay Big Effing Hair Claw Clip in Cherry Kiss
cosmopolitan
 27 Hair Products From Sephora That Really And Truly Work Humidity, frizz, and oil strands have nothing on these products. 1. An Emi Jay hair smoothing stick to help keep those flyaways *away*. It's a buildable styling stick that's the perfect size for on-the-go slicking and gives you a natural hold that doesn't flake or make your hair dry. Use it with a brush if you want to add some extra flair to your edges! 1. An Emi Jay hair smoothing stick to help keep those flyaways *away*. It's a buildable styling stick that's the perfect size for on-the-go slicking and gives you a natural hold that doesn't flake or make your hair dry. Use it with a brush if you want to add some extra flair to your edges!
buzzfeed
 Emi Jay's Heavenly Hair Milk Is A Miracle Worker On My Frizzy Strands It gets a 10/10 from me. The Verdict Emi Jay is the brand I often simply view as the one with the super chic claw clips (yes, I do think they’re worth the splurge). However, with this latest launch, I’ll be telling everyone that they have really great hair care products worth checking out, too.The Heavenly Hair Milk has earned a spot in my styling routine, and as someone who really struggles to manage my strands, I couldn’t be more excited to continue using this. Emi Jay's Heavenly Hair Milk Is A Miracle Worker On My Frizzy StrandsIt gets a 10/10 from me.
bustle
 Elsa Hosk Is My Hair Muse—I Just Discovered the Secret Weapon for Her Shiny, Old Money Bob Let me tell you, Heavenly Hair Milk delivered. It somehow made my hair dry faster without drawing out precious moisture (which is what often leads to frizz). I didn't even need a ton of product to saturate and soften my whole mane, which is rather rare for lightweight, milky serums. (I usually douse my strands in serum to achieve the same effect.) In short: Achieving fluffy, supermodel hair has never felt so easy. All I need now is a Hosk-approved bob...Emi Jay Heavenly Hair Milk $40 SHOP NOW
Who What Wear
 If The Humidity Has Your Hair Feeling Out Of Control, Here Are 21 Beauty Products That’ll Help Frizz? With these beauty MVPs, you won't even know her. 3. An Emi Jay Hair mask so your hair can once again be the mane event, as this heavenly treatment helps hydrate, de-frizz, repair, and revive all hair types and textures. Apply it to dry or damp hair, leave in for 10 minutes (or even overnight for sweet hair dreams), rinse, and get ready to rock silky, smooth locks. Promising review:
buzzfeed
 Emi Jay's New Hair Milk Made My Locks Angel Soft Meet Heavenly Hair Milk. When you're having a good hair day, does it ever feel like you have an aura of white light around you and an angelic choir is singing in your honor? If not, I suggest you pick up some Emi Jay products to utilize the next time you're feeling yourself. Paired with the way your locks are naturally falling, the scent of its Aura Hair Mist will transport you right to the promised land. And if you're having a bad hair day? Well, your angels are still by your side. They can't do anything to help you themselves, but they sent a spokesperson by the name of Julianne Goldmark to take charge. Truly—the Emi Jay founder's latest creation might be her most heaven sent yet. On Tuesday, May 6, Emi Jay is launching Heavenly Hair Milk, a multi-use pre-styling serum designed to de-frizz, protect, and detangle your precious strands. Ahead, learn everything you need to know about the new product—plus my honest review. The milk is flowing, honey, and your strands are gonna want to drink it up.Emi Jay's New Hair Milk Made My Locks Angel SoftMeet Heavenly Hair Milk.
Byrdie
 Caffè Panna and a Claw Clip: It’s Already Summer for Kendall Jenner For accessories, she also toted a bag from The Row, and wore some silver hoops, a set of brown sunglasses, and a red Emi Jay claw clip to pull her hair into a chic French twist—the red color matching the ripple through her Caffè Panna gelato. She clutched several ice-cream cups from the iconic gelateria for her pals, and enjoyed her own scoops on some New York steps while the springtime sun went down. In Jenner’s world, we’re way past the First Monday of May—it’s already summer.
vogue
 18 Mother's Day Gift Ideas for Young Moms That Are Gen Z-Approved Because being the first mom in the friend group isn't easy! I know I'm technically a full-blown adult with a 401k and a 9-to-5 job, but honestly? Nothing made me feel more grown-up than when my first childhood best friend gave birth earlier this year. While many people (myself included) still think of Gen-Z as being kids themselves, the eldest members are turning 28 this year—and this new generation of moms deserves thoughtful gifts that feel tailored to their unique wants and needs. 14this simple (but necessary) hair accessory Emi Jay Big Effing Hair Claw Clip Because what's a Gen Z gift guide without a claw clip? Believe me, they're a must for days when doing your hair is out of the question. Jasmine Hyman, assistant beauty editor says that this option from Emi Jay is the *only* option that actually keeps her thick hair in place—but we love that there's also smaller options for thin or short hair.
cosmopolitan
A Beauty Editor's 15-Minute Morning Routine Always Starts With a Surprisingly Wearable Smokey Eye Perfect for the morning-averse who still want to glam it up. Minimal Haircare Depending on when I work out, I'll either shower in the morning or at night (and for the record, I'm a die-hard Pureology shampoo and conditioner girl). That said, I usually prefer to shower at night so I can air-dry my hair and skip the blow dryer in the morning. Some days I'll curl it, other days I just toss it up in a cute Emi Jay claw clip and go.
Marie Claire
 The Summer Vacation Packing List You Didn't Know You Needed: Skin Care, Makeup, Accessories & More These are our Postcards From Packing: Summer Break Edition. For the Traveler Who Made the Moodboard For the Traveler Who Makes the Itinerary Down to the Minute
teen vogue
 Bella Hadid Approved the TikTok-Viral Tankini Trend for Summer 2025 Here's everything you need to know about the buzziest swimwear of the season. How to style a tankini? There are multiple ways to style a tankini. Try matching bottoms for cohesion, or mix and match for something fun (and don't be afraid to mix patterns!). You can lean into the Y2K feel with wedge or platform sandals or sneakers and big or ultra thin sunglasses. Or, you can focus on the summer vibe and go for quintessential pieces like a flower or fruit claw clip and fan-favorite flip flops. And don't forget SPF! Emi Jay Midi Super Bloom Clip in Starfruit $14 Emi Jay
teen vogue
 Zendaya's Teeny Slicked-Back Baby Bun Made Us Squeal with Joy Nobody does a snatched hairstyle like Z. Everybody sit down, my show is on. Zendaya popped up in Los Angeles on April 14, at the School of Style, looking just as chic and polished as she always does to give us a masterclass in relaxed West Coast style. She traded her red carpet heels for a pair of comfy square toe red ballet flats, her haute couture gown for a cozy Guest in Residence oatmeal sweater (Gigi Hadid's knitwear line) and matching pants, looking every bit the poster child for the rich-girl-meets-quiet-luxury trend, but her hair and makeup remained just as glamorous as ever. Zendaya's slicked-back baby bun, soft smokey eyeshadow, and ultra glossy skin looked so stunning as she preened for the camera, saying 'Hello, it's Zendaya, and today I got styled... at the School of Style.' Emi Jay Angelstick™ Hair Smoothing Styling Stick $38 at Sephora It couldn't be any easy to lay your edges and smooth flyaways than with this styling stick. It's buildable, increases shine, and works with all hair types.
Marie Claire
 10 Chic Paddle Brushes That Will Elevate Your Hair Routine No doubt choosing the right brush is key to improving the health and style of your hair. With so many types out there, finding the best hairbrush for your needs and preferences can seem nearly impossible. Well, we have good news for you. There's one specific type of brush that works for nearly every hair type. Emi Jay Bamboo Paddle Brush Emi Jay Bamboo Paddle Brush in Pink Sugar$48 SHOP NOW Pros: Plastic-free bamboo base and bristles. Cons: None. 'I also recommend the Emi Jay Bamboo Paddle Brush for a gentle, stimulating scalp massage and detangler,' Farris says.
Who What Wear
 I Used to Postpone Workouts to Save My Hairstyles—These Sweat-Defying Tips Changed the Game They always work. Emi Jay Aura Hydrating Hair Fragrance Mist $24 SHOP NOW Key Ingredients: Glycerin, aloe leaf juice Emi Jay's hair mist refreshes the strands with its signature fragrance (a blend of amber and light musk), while keeping your hair hydrated with a combination of nourishing glycerin and aloe leaf juice. It's also extremely layerable, which makes this scent easy to wear in your hand and pair with your other favorite fragrances for the best result. Customer Review: 'This has become my new go-to; it’s simply so perfect! Smells so angelic and elegant, but unlike other hair fragrances, this leaves your hair super shiny, healthy & hydrated. It’s perfect for bringing with you anywhere to ensure you always have fresh, good-smelling, gorgeous hair.'
who what wear
 Best for Fine Hair: Emi Jay Angelstick Hair Smoothing Styling Stick Emi Jay Angelstick Hair Smoothing Styling Stick $38 SHOP NOW Pros: No sticky residue, lightweight yet effective hold, super hydrating Cons: Pricey Key ingredients: Candelilla wax, murumuru-seed butter, castor oil, sunflower-seed wax Size: 1.13 ounces Hailey Bieber reportedly uses this smoothing balm from internet-famous hair accessories brand Emi Jay. Considering she's arguably the blueprint for sleek 'model off duty' buns, I highly suggest giving this product a whirl. It's moisturizing with murumuru-seed butter and castor oil, yet it's extremely lightweight—no sticky residue here. You may need a few extra passes if you have thicker, coarser strands like me, but I honestly don't mind the extra swipes given the nourishing formula. Customer review: 'Instantly gives me that smooth, clean look without making a mess or feeling sticky—so easy to use, and the results are consistent every time.'
Who What Wear
 Kendall Jenner and Hailey Bieber Combine Asics Sneakers With the Claw Clip Trend for a Weekend Workout The models effortlessly deliver an athleisure masterclass in matching leggings. Bieber's workout outfit was similarly chic, and consisted of black yoga pants, a black zip-up hoodie, and a white crop top. The model wore a pair of Otra's Drew sunglasses, which are available to shop for $70, and Emi Jay's Big Effing Clip Hair Claw in Noir.Claw clips have been having a moment with celebrities in recent months, with everyone from Millie Bobby Brown to Kaia Gerber hopping on the trend. Basically, french hair pins better watch their backs. Emi Jay Big Effing Clip® Hair Claw in Noir $36 at Sephora
Marie Claire
 Welcome to the Hairbrush Renaissance Never mind the cheap drugstore options you have stashed in a drawer. The latest wave of beautifully crafted brushes are a return to a bygone era of beauty. Julianne Goldmark, founder of hair brand Emi Jay, adds that most brushes used to be designed for men’s grooming, and did not prioritize the look or customization. 'They’re utilitarian, and not the most feminine,' she says. Her goal with Emi Jay and its mini boar-bristle and flat brushes (in ivory, pink, baby blue, and tortoiseshell) is to provide a more sophisticated version of the everyday object, allowing it to spark joy even when it’s not being used. 'If I walk into my bathroom and I have a tool out, I’m like, Gotta put it away,' she says. But Goldmark’s brushes are made to be put on display.
marie claire
 Keep It Sleek With the Best Hair Wax Sticks for Slicked-Back Styling Frizz, flyaways, and baby hairs are no match. Plus, our best tips for achieving the perfect slicked-back look every time. When in doubt (or faced with hair beyond saving with dry shampoo), the slicked-back bun is your most reliable look. Hair sprays and pomades can help get you there, but the best hair wax sticks are styling game-changers for keeping things soft and sleek. The difference is in both the delivery and the formula. A chubby stick makes application fuss- (and frizz-) free, and the waxy texture is key to creating a smooth grip that holds without that dreaded hard-shell or flaky effect.Not all hair wax sticks were created equal, however. Ahead are the five best slick-back staples, plus our top tips for creating a sleek hairstyle that lasts. EMI JAY Angelstick EMI JAY Mini Boar Brush in Pink Sugar
editorialist
 TikTok Loves This Viral $42 Slick-Back Brush. Does It Live Up to the Hype? I’m not ashamed to admit that styling my hair is my least favorite part of getting ready. While I could happily sit and do my makeup for hours, my hair is a different story. I don’t have a hairstylist bone in my body, and especially when it comes to updos, my unruly, frizz-prone strands have me waving a white flag of surrender. But all of that changed when I started using the Emi Jay Mini Boar Bristle Brush. Is it dramatic to say that I’m a happier person having this boar-bristle hairbrush in my life? Yes. Is it true? Absolutely. I credit my super-smooth buns and ponytails to this brush—it’s become a can’t-live-without tool for me when the day calls for a slick-back look. And I’m hardly the only one who thinks it’s a game-changing product: the Emi Jay brush has garnered mass attention on TikTok, enjoys an impressive celebrity backing (Hailey Bieber, Tate McRae, and Emma Chamberlain have all been spotted using it), and was one of the most successful launches at Sephora, with a complete sell-out on the website.What’s so noteworthy about this brush—and is its nearly $50 price tag warranted? For one, the brush is just plain nice to look at. It comes in four colorways and glides through the hair seamlessly without tugging or pulling, all while providing a sleek look. That’s all thanks to the fact that the brush is designed with natural boar bristles, which distributes the scalp’s natural oils to the rest of the hair evenly.
w magazine
 Editors’ Picks: The Beauty and Fashion Products We’re Embracing This March Emi Jay Aura Hair Mist I have always found the idea of hair perfumes kind of silly, but maybe I just never found the right one. I am so in love with this mist: It has such a cozy scent—a skin-like blend of musk and ambrox—that I much prefer to a super-sweet gourmand or fruity
byrdie
 Everything You Need to Know About Hair Perfume The Newcomer: Emi Jay Aura Hair Mist in Angel Wings Emi Jay Aura Hair Mist in Angel Wings $24 EMI JAY Why We Love It: A newcomer to the hair perfume game, Emi Jay has expanded their oh-so-cute products beyond accessories and tools. Enter their brand new hair mist, a dreamy and comforting fragrance aptly named Angel Wings. Resinous notes of amber and musk dry down to a fragrance reminiscent of a creamy powder, evoking a sense of nostalgia. Best of all, this mist works double duty, adding hydration to hair with nourishing ingredients like aloe vera and glycerin. Key Notes: Ambrette, musk, ambrox
vogue
 Ballet Pink Is Spring 2025’s Chicest Accessory Trend This delicate hue is our latest obsession. Lotus-pink hair accessories are the chic upgrade your hairstyles need. Wear a plush rose scrunchie to elevate a messy bun or a chunky headband for a preppy look. You can easily add a soft, romantic touch to a half-up style with a delicate bow and glamorize a sleek ponytail with a crystal barrette. These options will look incredible on every hair color and texture. Emi Jay Halo Headband in Pink $24 at Revolve
elle
 This Regal Hair Trend Is Winning the 2025 Oscars Red Carpet Oscar Sunday is a night of Hollywood royalty—of course A-listers would have regal hairstyles to match. As the night heats up, we've noticed more than a few sensational beauty looks on our favorite celebs (Lisa! Cynthia! Selena!), but one elegant (and surprisingly very practical) hair trend has been reigning the red carpet: tiara buns. Emi Jay Mini Boar Bristle Brush $42 SHOP NOW A boar brush is essential for slicked-back looks. This one by Emi Jay comes in an adorable mini size to take with you on the go.
who what wear
 The Best Musk Perfumes That Will Make You a Compliment Magnet Our best picks from Phlur, Le Labo, Guerlain, and more. Best Must Hair PerfumeEmi Jay Aura Hair Mist$24 at emijay.com $24 at Sephora Pros Fine mist Hydrates hair Each morning, Emi Jay’s new hair mist is the last step of my elaborate fragrance routine. The formula features Angel Wings, the brand’s signature fragrance and a symphony of amber and musk that I can’t get enough of. I experienced an uptick in compliments as soon as I began wearing it, which I don’t think is a coincidence. The fact that people think my hair smells good (thanks to this mist) and that the product nourishes my strands with glycerin and aloe leaf juice (without weighing them down) makes me so happy. Size: 1.8 fl. oz.Key notes: Ambrette, musk, ambrox Sephora rating: 4.4/5 stars A Sephora reviewer says: “Smells great. Great packaging. Got many compliments the very first time I used it. So easy to use, and you don’t have to use a ton. Made my hair so pretty and shiny.”
elle
 Hair Goals: Emi Jay’s Sephora Launch Proves The Brand Is Just Getting Started Welcome to the Emi Jay Era.When Founder and Director of Brand Julianne Goldmark launched Emi Jay as an indie hair accessory brand at just 14 years old in 2009, she never imagined it would one day be on Sephora’s coveted shelves.But here we are. Dream big, aim high, and work for it—Goldmark is proof that anything is possible.As of February 11, direct-to-consumer darling Emi Jay—known for its hair ties, bejeweled claw clips, muted pastel hair accessories, and clean haircare products—officially adds another win to its ever-expanding universe: it’s becoming a Sephora brand with its launch on the beauty retailer’s e-comm site.
Forbes
 EXCLUSIVE: Hair Accessories Brand Emi Jay Enters Sephora The distribution partnership comes as the roughly 17-year-old brand continues to expand its hair care line. Hair accessories brand Emi Jay is embarking on a major retail partnership with Sephora. The roughly 17-year-old brand is entering the beauty retailer on Tuesday, offering a selection of its popular hair accessories, hairbrushes and its full hair care line at 390 locations and the Sephora website. This is Emi Jay’s latest distribution partnership; however, it is the first time the brand is offering its hair care to customers at physical stores. The brand’s hair accessories are offered via retailers like Revolve, Fwrd, Anthropologie and others. “For me personally, it’s been a long-time goal,” said founder Julianne Goldmark. “Also, for our customers and our community, it’s been a goal of ours to have an in-store presence. We don’t own a store and we don’t do brick-and-mortar, so outside of our online shopping destination of emijay.com, it really allows people to feel the Emi Jay world and community in real life and try the products.” 
WWD
 My Friends Call Me a Psychic—30 Fashion and Beauty Items I Predict Will Go Viral This Year Emi Jay Aura Hydrating Hair Fragrance Mist $24 SHOP NOW Your favorite Gen Z hair accessory brand has done it again: Emi Jay's new hair fragrance has the most expensive-smelling and long-lasting scent, you'd never believe it's only $24. The compact packaging makes it easy to take on the go.
Who What Wear
 Don’t Miss Out on February 2025’s Best Beauty Launches Launches from T3, Victoria Beckham Beauty, Touchland, and more. Emi Jay Aura Hydrating Hair Fragrance Mist $24 at Sephora I’m obsessed with musk. If someone asked me what era I’m in, I’d just reply with “musk.” I know some of you might be over skin scents, but they aren’t boring to me. They bring me such comfort and joy, and they remind me of being a sleepy little child nestled in my mom’s arms. This new hair mist from Emi Jay smells exactly like my favorite musk perfume oils, which I used to rub between my hands and run through my hair. But now I just spritz the mist onto my strands with full confidence that the people around me will think to themselves, “Wow, her hair smells good.” I love the Aura Hydrating Hair Fragrance Mist so much, and if Emi Jay ever discontinues it, I will simply have to go into mourning.
Elle
 Emi Jay is Now Available at Sephora, So We Reviewed All the Hair Accessories and Products Including the go-to hair brushes and clips of Sabrina Carpenter and Gracie Abrams. Emi Jay has completely changed the hair game. It started with the classic claw clip, which they've elevated to the ultimate chic hair accessory (heck, even luxury brands like Gucci and Prada are getting in on it now too—their influence!). Then, it was the no-crease clips, a game-changer for any makeup or skincare routine. But they’ve expanded into haircare with a wax stick perf for slicking an updo, a hydrating hair mist (that smells amazing), and soooo much more. It's no wonder celebrities like Gracie Abrams, Sabrina Carpenter, Jasmine Tookes, and Sofia Richie Grainge use them religiously.The best part? Emi Jay's hair accessories and products just launched at Sephora! That means you can shop for everything you need for your GRWM in one place. We put the best Emi Jay hair products to the test, and it's safe to say that we’re obsessed with basically everything now too. Read our full thoughts below on all the claw clips, hair brushes, and styling products.
Cosmopolitan
 I Spent 72 Hours in Miami—Here's Every Wellness and Beauty Trend I Tried Ah, Miami. A dazzling, tropical paradise of yacht parties, palm trees, fluorescent neon outfits, and making, um, questionable decisions. But not for me this time. My recent trip to the 305 was all in the name of wellness. I tested out four buzzy wellness and beauty trends—some to great success, and others… well, you'll see. Keep reading to see my 72-hour self-care-filled itinerary. Emi Jay Popstar Clips in Crème Brûlée $34 SHOP NOW
who what wear
 I Spent 72 Hours in Miami—Here's Every Wellness and Beauty Trend I Tried Ah, Miami. A dazzling, tropical paradise of yacht parties, palm trees, fluorescent neon outfits, and making, um, questionable decisions. But not for me this time. My recent trip to the 305 was all in the name of wellness. I tested out four buzzy wellness and beauty trends—some to great success, and others… well, you'll see. Keep reading to see my 72-hour self-care-filled itinerary. Emi Jay Popstar Clips in Crème Brûlée $34 SHOP NOW
vogue
 The Top 10 Hair Care Brands on Social Media in December Instagram is still a top EMV driver for other high-performing brands, though.For instance, Gen Z-loved hair accessory brand, Emi Jay, ranked number eight by EMV during December, marking its debut appearance in the top 10. Best known for its assortment of patterned claw clips, the brand is steadily building its 2023-launched hair care arm, too, which now entails a slick stick, a hair oil and a mask. While the brand “has found momentum on TikTok, Emi Jay mainly saw a boost from Instagram — particularly via lifestyle creators who praised its effectiveness against frizz and static,” said Alex Rawitz, director of research and insights at CreatorIQ. 8. Emi Jay $6.1 million EMV470 creators2.1 average posts per creator
wwd
 I'm Giving My Beauty Cabinet a Clean Sweep for 2025: Everything I'm Keeping and Replacing In: Invisible Edge Control, Out: Wax Sticks, Pomades and Gels That Don't Last Emi Jay Angelstick Hair Smoothing Balm$38 SHOP NOW When it comes to my protective hairstyles, there are few things I despise more than investing in edge control that doesn't stick around. I've tested countless waxes, balms, and gels that hold my 4c coils for an hour or two before twisting themselves out of the styling aids hold, leaving white residue in their wake. Recently, I've been loving Emi Jay's Angelstick Hair Smoothing Balm since it corrals all my flyaways and loose strands without stripping my hair of its natural shine.
Who What Wear
 Hair Bows Were the Official Concert Accessory of 2024 Consider it the new pink cowboy hat. When Julianne Goldmark, the founder of It Girl-loved hair accessory brand Emi Jay, went to a Gracie Abrams concert in NYC early this fall, she didn’t wear a bow in her hair. But walking to her seat at Radio City Music Hall, she realized it seemed like everyone else was. 'It was like a sea of bows,' Goldmark describes of the ribbons sprinkled across the crowd, 'all different shapes and sizes.' As the founder of a hair accessories brand, Goldmark admits that her eyes naturally gravitate towards small hair details that might feel niche to the average person. But at the concert, the bow trend was plain to see. 'With the bows at the Gracie concert, you couldn't not notice it,' she explains. 'Even my friends who didn't ever think about hair accessories were like, ‘Woah, all these girls are in bows.’ And it wasn't an isolated incident. Look at the crowds of some of the year's biggest concerts—Taylor Swift's Eras Tour, Sabrina Carpenter's Short 'n Sweet Tour, and Lana Del Rey's Coachella and Boston shows—and you would be met with a bow-bedecked crowd. But how did we get here? We unpack the phenomenon ahead, plus how to get in on the trend.
Byrdie
 19 Chocolate Brown Accessories You'll Want to Keep Forever From suede handbags to sleek shoes for day-to-night wear, these are the season's chocolate brown must-have accessories. Emi Jay Pull your voluminous hair back and out of your face with this claw clip that doubles as an accessory to match your chocolate brown handbag. Designed for those with thick hair textures, it creates a flawless look from morning to night. Whether you’re styling dry or wet hair, this claw clip ensures a secure hold without any pull or headache. It's the perfect way to keep your hair in place while embracing a chic, no-fuss style. Heartbreaker Claw Clip, $26, Emi Jay BUY NOW
L'Officiel
 Fashionista Editors' Absolute Favorite Beauty Products of 2024 In the words of the great Sabrina Carpenter: 'Have you ever tried... this one?' Emi Jay Angelstick Hair Smoothing Balm, $38, available here: 'As a dancer, I've always been a slick-back ponytail type of girl, and this wax stick is my favorite way to get there: Its strong-hold, intensely smoothing formula creates the sleekest look — without feeling greasy or hard to the touch. Yet, when I take my hair down and brush it out afterwards, my hair seems softer, likely thanks to the castor oil and vitamin E in the formula. Every other smoothing stick I've tried mandates a hair wash after use, but this one doesn't, a major win. It's also the only formula that doesn't clog my pores; others tend to cause pimples along my scalp and hairline if I don't wash it out right away.' —Savannah
Fashionista
 Bows, Clips, and Cuffs! 12 Hair Accessories to Inspire Your Next Style And nothing beats a classic claw clip—thank goodness for Machete, France Luxe, and Emi Jay for timeless styles sure to be worn again and again. All of these and more, below, in Vogue’s edit of hair accessories to sport into 2025 and beyond. Emi Jay Big Effing Clip $34 Emi Jay
Vogue
 The $10 Hair Accessory French Women Use to Make Their Updos Look Much Chicer I don't often get jealous, but when I do, it's usually because I'm envious of women who can easily throw their hair into an easy updo and look effortlessly chic. Over the years, I've observed fashion people using various hair accessories—including scrunchies, hair scarves, and claw clips—to keep their updos in place. Recently, however, I've noticed women on TikTok and Instagram and even in person using something new (at least to me) to create relaxed and stylish buns: French hairpins. Emi JayHair Pin in Chantilly Wings$29SHOP NOWThis makes such a cute gift.
Who What Wear
 'Tis the Season: Our 2024 Holiday Shopping Guide The perfect gift for everyone on your list, the best holiday sales, and a little something to you from you. Gifting season is nearly over. The holidays are just days away, and your opportunity to buy last-minute gifts is coming to an end. And while I fully believe the holiday season should be about giving first and foremost, let’s be honest: We all love being on the receiving end of a really good present.  Best Stocking Stuffers Emi Jay Claw Clip View on Emijay.com
byrdie
 9 Editor-Approved Outfit Ideas for the Holidays Is any gift greater than style inspiration? I think not. Have you started planning your holiday outfits yet? If the answer is no, I won’t judge. I know your calendar is booked and busy; you’re knee-deep in gift shopping, and that Thanksgiving food coma probably hasn’t even worn off yet... That said, time is ticking, and I know you want to end the year on a high note with a fabulous and festive ensemble. Whether you’re attending a casual office soirée, a boozy white elephant party, dinner at grandma’s, or all of the above, these looks will work for any type of gathering. From statement coats to leather boots and chic winter accessories, these looks can’t lose. Ahead, find my style guide for this holiday season. Emi Jay Sweet Dreams Silk Scrunchie $32 at Emi Jay
Elle
Sabrina Carpenter Just Dressed Exactly How L.A. Girls Do When They Visit NYC During Winter The reason I say Carpenter's look was L.A. girl-coded is because it was cool, casual, and colorful. While a typical NYC winter look may have been a black wool coat, black jeans, and knee boots, Carpenter opted for a light blue puffer jacket, light-wash flared jeans, and chunky black boots. She accessorized with an Emi Jay hair clip, black sunglasses, and a Loewe shoulder bag. She looked every bit the L.A. girl, yet completely appropriate for a chilly winter day in NYC. Emi Jay Big Effing Clip $34 SHOP NOW
who what wear
 These Under-$55 Gifts Look Shockingly Expensive And Luxurious Just an artisan olive oil and pair of chic leather gloves for those who appreciate the finer things in life. 4Emi Jay A boar-bristle Emi Jay brush When budgets can't accommodate a Mason Pearson hairbrush, then this gorgeous flat brush by Emi Jay is definitely the next best thing. Made from organic bamboo that's inlaid with gorgeous marbled acetate detailing, the Emi Jay brush features the same boar and nylon bristle combination as the Mason Pearson to help detangle and give tresses a glossy, healthy-looking finish. $48 at Emi Jay
huffpost
 The Holiday Party Hair Edit These are the Kérastase products, as well as tools and accessories, you need to *sleigh* this season. It's tiiiiiime—for holiday-party hair that's soft, shiny, and ultra-hydrated. On the nice list this year, we have: a hair treatment that helps reverse signs of damage in just five minutes flat, a serum that hydrates your hair while you sleep, a shine-enhancing shampoo, and more must-have products from Kérastase. On the naughty list? Dry, dull, damaged strands and snooze-worthy hairstyles. Keep reading for products that will leave your hair healthier than ever for a cal that's stacked with holiday plans. Plus, discover our favorite tools and festive accessories to style your newly revitalized strands with. 13 Emi Jay Big Effing Clip in Sagittarius $34 at emijay.com You don't have to be a Sag to appreciate this clip's glitzy gold hue and its ability to sweep all your hair up without causing any strain. (OTOH, we're sure the Sags in your life would love this as a gift…)
cosmopolitan
 58 Cozy Gifts for the Friend Who Loves Nothing More Than a Night In Emi Jay Angel Hair Kit $114 $101 SHOP NOW After testing Emi Jay's styling hair stick for the last few months, I'm hooked. Just in time for the holidays, the brand is offering the foolproof three-step lazy-girl hair routine: Simply use the Angel Slick on your hair, brush it back, and twist it into one of the brand's signature claw clips. It's my go-to hair routine when I'm chilling around the house.
Who What Wear
 58 Cozy Gifts for the Friend Who Loves Nothing More Than a Night In Emi Jay Angel Hair Kit $114 $101 SHOP NOW After testing Emi Jay's styling hair stick for the last few months, I'm hooked. Just in time for the holidays, the brand is offering the foolproof three-step lazy-girl hair routine: Simply use the Angel Slick on your hair, brush it back, and twist it into one of the brand's signature claw clips. It's my go-to hair routine when I'm chilling around the house.
Byrdie
 5 Best Hair Wax Sticks for Achieving the Ultimate Sleek Updo Hairspray and gel, meet your match. 5 best splurge-worthy Emi Jay Angelstick® $38 at emijay.com Pros Filled with moisturizing ingredients Fits into your purse Emi Jay makes some of the cutest hair accessories out there, so it’s no surprise that they made a hair wax stick to help you style your hair before topping it off with their beloved claw clips and scrunchies. It’s infused with hair-loving ingredients like castor oil and vitamin E, so it nourishes your strands while holding everything in place. “I love this stick, it’s so nice because it doesn’t get clumpy and it’s super easy to travel with” says beauty editor Beth Gillette. Take it from her perfectly sleek hair during NYFW, below!
Cosmopolitan
 The Best Products for Straight and Wavy Hair of 2024 No crunch, stick, or greasy residue Best Luxury Hair Mask: Emi Jay Dream Crème Indulgent Hair Mask Emi Jay Dream Crème Indulgent Hair Mask $44 Emi Jay I recently moved to London and was quickly educated on the city’s hard water when my hair began to feel dull, broken, and lifeless. I turned to hair masks in hopes that I’d be able to rehab my hair to its former glory, and the Emi Jay Dream Créme was exactly what I needed. After my first use I noticed my hair was softer and more hydrated than it had since before my move. I also love that the formula is vegan, cruelty-free, and free of silicones, parabens, and sulfates. Hard water hair is a thing of the past! —Katie Leirey, senior manager, global SEO
glamour
 The Ultimate Vogue Editor-Approved Swiftie Gift Guide Gift for Your Swiftie Football Enthusiast Are you Swifties… ready for it? Those Kansas City Chiefs game days? If not, perhaps some Vogue-approved game day picks instead, like a red Emi Jay claw clip and metallic gold flats from J.Crew. Emi Jay Big Effing clip $34 EMI JAY
vogue
 A neutral design inspired by swirls of Chantilly cream takes you from day to night without feeling Festive-with-a-capital-F, but keep scrolling below and you’ll see just how far the classic clip has come. Leave it Miuccia Prada to keep playfulness alive, and turn to jewelry-inspired clips (like this Alaïa Metallic Barrette statement of a piece) to bring sophistication and edge. Editor-Approved Hair Clips emi jay Ponytail Barrette in Chantilly Emi Jay Big Effing Clip In Cream.
editorialist
 The 10 Best Boar Bristle Brushes Experts Love These top picks make getting smoother, shinier hair a breeze Best for Travel Emi Jay Mini Boar Bristle Brush$42 at emijay.com $42 at Revolve Pros Great for travel and on-the-go use Comes in multiple pearlescent finishes Full-size version available For on-the-go styling, try Emi Jay's mini boar bristle brush (their paddle brush is a 2024 Bazaar Hair Awards winner). The tool's genuine boar bristles help gently distribute your natural oils, and its stylish bamboo and cellulose acetate handle is nicely available in five pearlescent finishes. To round out your collection further, the style also happens to be available in a larger size. Bristle material: Boar
Harper's Bazaar
 What 15 Vogue Editors Are Giving (and Hoping to Receive!) This Holiday Season Florence O’Connor, associate content manager & app news editorTo Give:Last year I bought a few family members monogrammed hair clips for Christmas and they absolutely loved them! They were such a hit that I will definitely be repeating the gift idea for friends this year; however, this time I will be stepping up the quality and going for custom Emi Jay clips. And of course, pajamas. They are a classic holiday gift for a reason! Who doesn’t love a fresh new pair of pajamas! My recent go-to for comfy gift-giving has been cozyland. Emi Jay Custom Big Effing Clip $86 EMI JAY
Vogue
 10 Best Oils for Curly Hair That a Texture Expert Loves for Moisturized, Shiny Curls The road to smooth, bouncy curls right this way... 9 Best Curly Hair Oil for Shine Emi Jay Halo Hair Oil $38 at emijay.com Pros Adds a super subtle, natural-looking shimmer to your hair with the pink mica Cons Not yet available for purchase at a mass retailer If you want your curls to have a diamond-like glow, you'll love this brand-new finishing oil from luxe haircare line Emi Jay. Green explains that if you want to lock in moisture, enhance your curl definition, and/or nix frizz—all typical goals of type 3 curls—you want to look for a lightweight formulation. This one has a combo of moisturizing, but not too heavy, oils (hi, passion fruit, moringa, and sweet almond) that feel virtually weightless upon application. Key oil(s): Passion fruit, moringa, sweet almond Glowing editor review:
Cosmopolitan
 These October Beauty Launches Will Get You in the Fall Mood All treats, no tricks. Emi Jay Halo Hair Oil Emi Jay $38 at Emijay.com We're approaching static season, and Emi Jay's latest launch is the perfect solution to keep frizz at bay while adding moisture and definition. Formulated with a nourishing blend of oils—including passion fruit seed, moringa seed, and sweet almond—as well as vitamin E, Halo Hair Oil will keep your hair sleek, soft, and shiny. Plus, the formula's pink mica adds a subtle angelic shimmer.
byrdie
 The Under-$100 Gift Guide Everything from manicure essentials to moonshine, pickleball paddles to panettones. Emi Jay Styling Brushgoop, $29 Works well on hair of any texture. SHOP NOW
Goop
 Emi Jay Taps Model Cindy Kimberly for Its Latest Campaign Delivering heavenly hair with its new Halo Hair Oil. TikTok-viral hair accessory and haircare brand Emi Jay has officially dropped its latest product, the Halo Hair Oil, starring Cindy Kimberly.Joining the Angelstick and Dream Creme, this is the third haircare product that Emi Jay has launched in addition to its popular hair accessories. This hair oil is just as nourishing as it is shine-inducing; with ingredients that ensure shine and hydration like sweet almond oil, passion fruit oil, moringa oil and pink maca.The mix of natural flower and nut seed oils is high in vitamins like E, A and D, minerals and fatty acids. You’ll also find a tint of pink shimmer from the maca, making your hair super shiny.  If you’ve got strands that are more on the oily side, don’t fret — this formula is non-greasy, allowing for quick absorption. Finally, when using this product you’ll notice the reduction of frizz and smoother hair cuticles.The brand has also released a short film in honor of the launch, which was recently posted on Instagram. Angelic and sweet, Kimberly enjoys an evening of self-care at a Los Angeles staycation before heading off to the brand’s evening event with nothing but the hair oil in tow.
Hypebae
 Consider the Tease: Nineties Volume Just Might Be Fall's Most Defining Hair Trend Whenever I get a blowout, I ask for “the ’90s Cindy,” referring to the voluminous blowout style that supermodels like Cindy Crawford and Claudia Schiffer sported back then. A particular image from the same era permanently lives in my mind: the 1990 cover of Rolling Stone featuring the women of Twin Peaks. Lara Flynn Boyle, Sherilyn Fenn, and Madchen Amick are posed in tank tops and jeans, their hair as big and full of secrets as David Lynch’s strange series. But I’ve always had a thing for big hair—whether it’s Ronnie Spector’s beehive, Dolly Parton’s country curls, or Brigitte Bardot’s bouffant, there’s just something about high-level hair that makes me feel ready to rule the world. As Parton says, “Life is short; keep your dreams big and your hair bigger.” Emi Jay Mini Boar Bristle Brush in Pink Sugar$42SHOP NOW I am so obsessed with this mini boar brush from Emi Jay. I need it in more colors! Whether I'm brushing out my bouffant or want a sleek look, this brush is super gentle on my hair. Plus, it's cute!
who what wear
 https://www.teenvogue.com/story/kendall-jenner-light-blonde-hair-sept-2024
Elle
 Kendall Jenner Debuts Blonde Hair While Wearing a $34 Hair Clip in a Trendy Office Siren Look BRB, calling my hairstylist RN. To really commit to the office siren aesthetic, in some shots, she wore a trendy headband, and in others, she styled her new hair in an updo secured with a tortoise shell claw clip. The best part? Both accessories are actually super affordable. The headbands can be picked up from any drugstore, and Jenner’s exact claw clip retails for only $34 at Emi Jay. In true Kendall Jenner style, the other garments are also super basic wardrobe essentials, so recreating her office siren look is pretty easy if you’re feeling inspired. Emi JayBig Effing Clip in Tortoise$34 Emi Jay
Teen Vogue
 What Sydney Sweeney Can’t Live Without Emi Jay Big Effing Clip - Sugar Cookie $34 I’m trying to grow my hair out. I’m on a hair-health journey. My hair has been very damaged and fried from constantly dyeing it for different characters and red carpets, so I decided to trim off all the dead hair, stop coloring it, and let it grow out. My hairstylist was also telling me to stop using hair ties when I’m not working, so I’ve starting wearing hair clips. I love Emi Jay’s because there’s so many fun designs and colors and sizes. I probably have almost all of them. I have one in right now. It’s just a fun accessory to add to your outfit. $34 at Revolve Clothing $34 at Emi Jay
The Strategist
 Introducing The 2024 Marie Claire Skin and Hair Awards Our beauty team, along with judges tested thousands of products for months. Here’s what came out on top. Hair Care Styling Best Styling Product Overall Emi Jay Angelstick Visit Site
Marie Claire
 How Julianne Goldmark Turned a Love for Korean Hair Care Into Your Favorite Accessories Brand Why Emi Jay is launching hair care From brushes to clips to scrunchies and Angelstick, we want things to be simple and easy. When I’m getting ready in the morning, I like to get ready in 10 minutes. I know a lot of our customers are either moms or working moms, they’re on the go, they’re in school or in college, they’re traveling, there’s a lot of things happening at once, and we always say that our products are made for girls with places to be.
elle
 EXCLUSIVE: Emi Jay Founder Julianne Goldmark Details Brand’s Hair Care Expansion The 16-year-old brand known for its trendy hair accessories is going deeper into beauty this month with the launch of its second hairstyling product. Emi Jay has established its dominance in the hair accessories category over its last 16 years in business thanks to its trend-forward styles — including its popular claw clip — and now, founder Julianne Goldmark is leveraging her expertise in the category to further expand into beauty. On Tuesday, Emi Jay is launching its second hair care product, called Dream Crème, which is a hydrating hair mask. The launch is part of Goldmark’s strategy of taking the same community-led approach she uses for the brand’s hair accessories, and now applying it to the beauty category.  Emi Jay made its first foray into hair care in October, launching its first styling product called Angelstick. According to Goldmark, the product saw a 337 percent sales increase in the first half of this year and has been restocked four times. 
wwd
 This Hailey Bieber-Approved Hair Clip Brand Just Dropped a Hydrating Mask Meet the Dream Créme hair mask. If you purchased a claw clip recently, it's probably because of Emi Jay. The '90s accessory has had one of the biggest comebacks in beauty, thanks in part to the brand's viral clips. The 'Big Effing Clips'—which come in bright, glittery colors—have garnered the celebrity stamp of approval from Hailey Bieber, Kendall Jenner, Sofia Richie, and more, and the brand's scrunchies and makeup clips can be spotted all over Instagram. Emi Jay Dream Creme Buy on Emijay.com $44
byrdie
 How Emi Jay Became the Must-Have Accessory for Generation Z Hair accessories and It girls go hand-in-hand (just think of Carolyn Bessette Kennedy’s iconic tortoiseshell headband from C.O. Bigelow from all of her paparazzi shots in the nineties), and today’s generation is no different. But these days, girls aren’t buying their hair clips from a brick-and-mortar store, but rather from an online brand known as Emi Jay. If you're a frequent scroller of the internet, you've likely seen the bedazzled “big effing clip” in Sofia Richie’s updo—or IRL dangling from the straps of handbags anywhere in SoHo or the West Village.Founded by Julianne Goldmark in 2009, the brand was fifteen years in the making. As a middle schooler, Goldmark wore a school uniform and found that the only way to showcase her individual style was through her hair. “There were very few ways to feel expressive, so I chose hair as one of them,” she explained. “What started as a love of hair and accessories turned into me making hair ties and headbands on my bedroom floor for my friends and family, then eventually selling them worldwide.” Now more than a decade later, the Emi Jay brand has expanded far beyond the floor of Goldmark’s bedroom and is now sold in hundreds of retailers around the world, from mom-and-pop shops to Selfridges and Revolve.
vogue
 13 Half-Up, Half-Down Claw Clip Hairstyles for Your It-Girl Moment 04 of 13 Slicked Back and Clipped Adding a little twist to your style is an easy way to up the elegance. Loosely twist the top half of your hair, then roll it in a tight circle. Slick back the front for a sleek finish.
byrdie
 Emi Jay Rosette Scrunchie Emi Jay Rosette Scrunchie Emi Jay Emi Jay Rosette Scrunchie Emi Jay makes some of our favorite hair accessories, and if you're ready to supplement your claw clip collection with something a little cheekier, the Emi Jay Rosette Scrunchie is endgame. Especially if you just did your compulsory pre-summer chop, this hair tie—available in Candy Pink (seen above), Violet, Custard, and Noir—is a sweet way to add texture to hair that's a tad too short for the Zendaya-length
allure
 30 Minimalist Accessories That Exude Sophistication The perfect finishing touch. I love to adorn myself with pretty accessories. A pair of pearl earrings, a shiny gold bangle, or a hair bow is the perfect finishing touch to make me feel put-together. While I admit that my style leans minimalist, I'm always looking for accessories to add depth to my outfits. Currently, I'm eyeing sculptural gold earrings, dainty chains, and some classy handbags that my closet is missing. To me, these are essentials—keep scrolling to see my top picks. Emi Jay Big Effing Clip in Buttercream $34 at Emi Jay Emi Jay claw clips are the best.
Marie Claire
 Emma Chamberlain's Met Gala Updo Featured Hidden Lace Details Her hairstylist gives us the exclusive breakdown. Chamberlain worked with stylist Sami Knight for her hair, which was styled into a middle-parted, slicked-back, and elegantly twisted bun using Emi Jay tools and products. Ahead, Knight unpacks the look for us—and offers some insight into how it came to be. 'We made sure all the appliqué was tailored to the right side, as we knew the camera would be there,' adds Knight. 'Also, we don’t ever want any flyways, or moving pieces of hair, so we used the Emi Jay Angelstick ($38) to make sure everything was smoothed, defrizzed, and tucked away. Nothing to distract from the awesome interviews!' 'I pulled the back of her hair up into a ponytail bun with my Emi Jay Mini Boar Bristle Brush ($42), securing with an elastic, then pulled the hair from either side in the front to the back to join it, leaving a center part and a couple of wisps out to frame her face,' explains Knight. 'I then split the pony into three even sections and secured each section into one bun with a tiny elastic.'
byrdie
The 14 Best Boar Bristle Brushes for Healthy, Silky-Smooth Hair Meet your hair's new best friend. 11 Best Mini Emi Jay Mini Boar Bristle Brush in Pink Sugar Now 25% Off $31 at emijay.com Pros Pro Lightweight Pro Ergonomic handle Cons Con On the pricier side Hair emergencies don’t only happen in the morning—often, they come out of nowhere while you’re on the go. But no need to fret if you keep this mini brush from Emi Jay in your handbag. Small but mighty, it can transform a frizzy mess into a sleek, glossy do in minutes.Bristles: Boar, bamboo Best for: All hair types
Elle
 Emma Chamberlain Got Her Slicked Back Met Gala Hair Look with This Influencer-Loved Product *Adds to cart immediately*. One thing about Emma Chamberlain? She’s always going to keep her style looking fun, vibrant, and so Gen Z. Yes, even when she’s cosplaying as a literal decaying garden at the 2024 Met Gala. How does she do it?! Truth be told, Emma has always prided herself in teetering the line of being a relatable fashionista. So while her 2003 archival vintage Jean Paul Gaultier gown probably won’t be making its way into my closet anytime soon (@ JPG, my DMs are open though!), her super slicked back bun is. To achieve her look, Emma used none other than TikTok-viral brand Emi Jay—our chronically online fave strikes again! And we’ve got the 411 on exactly how to copy the look at home. Emi Jay Angelstick$38 at emijay.comCredit: Emi Jay
Cosmopolitan
 From Lana Del Rey to Sabrina Carpenter—Our 7 Favorite Coachella Beauty Looks Sabrina Carpenter One of the internet's favorite pop stars, Sabrina Carpenter made rosy blush the focal point of her doll-like Coachella makeup look. That paired with her soft fringe and lacy outfit is pretty much the epitome of TikTok's coquette aesthetic. Emi Jay Custom Paddle Brush in Pink Sugar $134 SHOP NOW Celebrity hairstylist Scott King used the internet-favorite Emi Jay brand to create Carpenter's shiny, bouncy blowout. He used the crease-proof Popstar Clips, the Flat Brush, and the Bamboo Paddle Brush.
who what wear
 The Best Boar Bristle Brushes for Incredibly Soft and Smooth Hair These 14 keratin-rich tools will level-up your hair brushing experience. The Best Small Boar Bristle Brush Emi Jay Mini Boar Bristle Brush$42 at Emi Jay The small business creators of the Big Effing Clip (you've seen it on TikTok) crafted a hairbrush that's tiny but mighty. It has 100 percent natural boar bristles to glide smoothly through your hair. A big (little) softie, it's gentle and malleable, while still providing great control thanks to the paddle design. Plus, the charming design and organic bamboo makeup look great on a vanity. Pros: Travel-size; Good for all hair types Cons: Might be too gentle for some
Marie Claire
 The Best April Fashion Launches to Refresh Your Closet This Spring Perfect for all the coquette cowgirls. Emi Jay Emi Jay Miss Super Bloom Clip In Jelly Cloud $28.00 Shop The resurgence of the coquette aesthetic is truly something to be celebrated. To channel this hyper-feminine vibe in a subtle way, check out Emi Jay’s latest collection, Like Honey. The hair accessories are adorably delicate, with plenty of pastel colors and rosette detailing. In other words, it’s the perfect ode to the trend—and just in time for Bridgerton Season three, too.
Byrdie
 How Beauty Aesthetics Help Us Embrace, Experiment With, and Redefine Womanhood While the term
Who What Wear
 Hair Awards: The 58 Best Hair Products of 2024Styled hair is back! With it comes a host of upgraded new cleansers, gels, tools and creams that can bend and shape your hair without sacrificing its overall health. Here, expert stylists help us narrow down this year’s 58 best products for our annual Hair Awards.STYLING Best for Slick Styles Angelstick$38 at emijay.comYou can apply Emi Jay Angelstick with your fingertips or straight from the tube for seamless flyaway control. The twist-up smoothing balm is ideal for tight buns, edges, and even your brows (when applied with a spoolie).
Harper's Bazaar
 The Internet Is Obsessed With Emi Jay—My 10 Fave Hair Accessories From the Brand The majority of our Deep Reviews will feature our editors' honest, ultra-hot takes on entire product categories or multiple products from a particular beauty brand, but every so often, we'll sprinkle in a special single-product format called Honestly, I Love It. As the name suggests, these reviews will hone in on one standout beauty formula our editors can't shut up about. This time, I'm highlighting my favorite hair accessories and tools brand, Emi Jay.
Who What Wear
 We're Melting Over Butter Yellow, Spring's Hottest Color Trend For the Gym Hoka / Free People / Emi Jay / Byrdie While we don't recommend combining IRL butter with your workout, we do think you should consider wearing the color to your next sweat sesh. After all, what could be more motivating than catching a glimpse of the cheery color mid–hot girl walk or during your Pilates sesh? To break up the color (and keep the spring vibes going), pair with a vibrant pair of sneakers.
Byrdie
 Hair Awards: The 58 Best Hair Products of 2024Styled hair is back! With it comes a host of upgraded new cleansers, gels, tools and creams that can bend and shape your hair without sacrificing its overall health. Here, expert stylists help us narrow down this year’s 58 best products for our annual Hair Awards.TOOLSBEST PADDLE BRUSH Bamboo Paddle Brush in Leche$48 at emijay.comWe couldn't pick just one favorite paddle brush. EmiJay’s version is made of bamboo, which gentle detangles and distributes oils from root to tip so hair appears softer and shiner. The acetate design is also so gorgeous.
Harper's Bazaar
 The essentials list: Rhode founder Hailey Bieber shares her 7 everyday essentialsWhether she’s on the runway, on the street or gracing the latest cover of Vogue, Hailey Rhode Baldwin Bieber’s legion of global fans can’t get enough of her glamorous lifestyle, trendsetting style and dewy, glowing skin.Luckily for us, the brand founder and model loves sharing her fashion faves, skin care routine and makeup looks on her social media platforms. 'I’ve always been obsessed with skin care,' Bieber says. 'I grew up listening to my mom and grandma’s skin care advice, and in my modeling career, I’ve been exposed to so many products and worked with the best estheticians and makeup artists in the world.'Emi Jay Big Effing ClipEmi JayAs a skin care enthusiast, Bieber swears by these claw clips from Emi Jay, which help keep her hair out of her face. “'ot only are they super cute, they are incredibly functional,' she says. Suitable for a variety of hair types, these clips come in a multitude of colors and prints.$34 at Emi Jay
CNN Underscored
 21 Items Vogue Editors Purchased (and Loved) in 2023 The Conversation-Starter Jacket and HeadbandMy favorite purchase this year has to be this Saks Potts leather moto jacket. It’s a head turner because every time I wear it people will always stop me to ask where my jacket is from. The only con is that it’s either too cold or too hot in New York most of the time so I can only wear it in October, November, April, and May really. Maybe this is a sign that I need the winter version- the Foxy coat for the colder months! I’ve also been loving pairing my leather looks with my Emi Jay headband for that ’90s Carolyn Bessette Kennedy look. —Irene Kim, production and editorialcoordinator, Vogue Runway Emi JayStarlet headband$19EMI JAY
Vogue
 Hailey Bieber Just Endorsed Emi Jay's Angelstick for an A+ Slicked-Back Bun Here it is—the Angelstick Hair Smoothing Balm. It's the first hairstyling product from the brand and is formulated to glide easily over the hair, smoothing texture and flyaways. So, basically, it's the perfect product one-and-done product to achieve a slicked-back look. Emi JayAngelstick Hair Smoothing Balm$38Shop Now
Who What Wear
 The Best Hair Care Products Vogue Editors Swear By Irene Kim, production and editorial coordinatorHair type: My hair is fine, but I have a lot of it.If I’m in a rush and don’t have time to do the full dry and straighten routine, I’ll put some Kerastase hair oil on (perfect for fine hair like mine!) and put into a half up/ half down look with a clip from EmiJay. They’re the best hair clips I’ve found and really keep my hair in place so I don’t have any strands falling out in the front. Emi Jay Big Effing Clip $34 EMI JAY
Vogue
 The Best Hair Care Products Vogue Editors Swear By Taylor Lashley, socia media managerHair type: My hair is thick with 4B curls but I currently have a relaxer in it.Now that it’s gotten colder I’ve been wearing my hair straight and I can’t stop grabbing for these two products; Emijay’s Angelstick is the best for flyaways and making sure my edges look sleek and clean, and the Crown Affair’s Dry Shampoo works wonders when it’s not a wash day. Emi JayAngelstick Hair Smoothing Balm$38EMI JAY
Vogue
 Gigi Hadid Puts a Colorful Twist on Fall Layering With Some Taylor Swift MerchStreet style (Taylor’s version) If you’re not wearing your best friend’s merch, are you really best friends?Gigi Hadid did just that on a recent outing in New York City, where she had a fun layering moment that relied on bright and pastel colors. The supermodel wore a chocolate-brown leather moto jacket over a sky-blue knit cardigan—which eagle-eyed fans have identified as the 1989 (Taylor’s Version) cardigan, merch that Hadid’s BFF Taylor Swift dropped in honor of the rerelease of her hit album last week. In addition to the vibrant cardigan, Hadid also wore a basic white T-shirt and a long scarf covered in lime green, orange, gray, and light brown stripes.To finish off the look, the Guest in Residence founder also wore a pair of black straight-leg jeans and black leather loafers. She further accessorized with oval tortoiseshell sunglasses, gold drop earrings, a gold chain charm necklace, an Emi Jay claw clip, and a gold watch (which she expertly styled on top of her cardigan sleeve).
Harper's Bazaar
 The 23 Hair Products That Make Us Feel Like The Mane Character Emi Jay Big Effing Clip I have no less than three Big Effing Clips in my bag at all times. It’s not a wise use of space in my purse, but that’s how important they are to me. I must have at least one of them with me, because as a mom of two, I need to be able to put my hair up at any second and there’s no quicker, nor chicer way to do so than with one of these signature hair accessories from Emi Jay. I often get asked if they’re worth it because they are pretty pricey ($34) for something you could find a reasonable dupe for on Amazon for a quarter of the price. But it’s not the same. I’ve banged these babies up, thrown them in every bag imaginable, given them to my baby as a form of entertainment, and still, they have endured and remained as durable as ever. They are so strong and can hold all of my hair in whatever weird composition I throw it in, but still manage to make me look like I have my life together. They come in so many different colors and prints for every mood or outfit. They make me happy just looking at them. I never knew a clip could bring me so much joy or, more importantly, make my otherwise disheveled hair look so cute.
Refinery29
 15 Ballerina Buns That Bring the Balletcore Trend to Your Hair 01 of 15Classic Ballerina BunKarlie Kloss with a slicked-back ballet bun.@harryjoshhair/InstagramFor an ultra-sleek ballerina bun, it's all about having the right products. We love the Emi Jay Angelstick ($38) for smoothing back flyaways and adding shine—since the stick has an oil base, it doesn't create that dreaded crunchy texture certain gels can leave behind.
Byrdie
 Welcome To The Emi Jay Empire: Hair Accessory Brand Launches AngelstickMeet the newest product in the Emi Jay universe. While the L.A.-based brand is globally recognized for its fashion-inspired hair accessories (especially its popular claw clips), founder Julianne Goldmark is embarking on a new category: haircare product Angelstick.Angelstick is a multipurpose balm formulated with ultra-rich, clean and hydrating ingredients, to pair with your favorite Emi Jay products (from clips, scrunchies and headbands) 'for a match made in heaven.'Featuring key ingredients like castor seed oil, sunflower seed wax, candelilla wax, murumuru butter, and vitamin E, Goldmark’s goal was to create a styling product that’s functional (it works as a hand moisturizer and eyebrow tamer too), nourishing, and portable. It’s a styling balm that can be applied directly onto the scalp and hairline to target flyaways.
Forbes
 Emi Jay Releases First Styling Product The hair accessories brand known for its popular claw clips is entering hair care with the Angelstick.Emi Jay is expanding into the hair care category with its first styling product.The 15-year-old hairaccessories 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.'
WWD
 e Hair Clip Brand Just Dropped Its First-Ever Styling Product Emi Jay's Angelstick has landed. If you’ve ever asked yourself, 'Who am I without my giant hair clip?' you might have Emi Jay to thank for the existential crisis. Founded by Julianne Goldmark (who once used hair accessories to escape the blandness of school uniform life), the It Girl-loved brand originated the dent-less knotted hair tie in 2009, going on to expand its empire with brushes, barrettes of all sorts, and their signature 'Big Effing Clip'($34). Today, you can get Emi Jay hair accessories in the shape of bows, shells, hearts, or even flowers, the likeness of which could *maybe* make Caroline Calloway give up her fresh orchid blooms.Having spent the last 10+ years supplying the coolest among us with hair accessories, it only makes sense that Emi Jay has decided to foray into styling products. First on the agenda? Angelstick Hair Smoothing Balm ($38), a pretty-in-pink wax stick made to smooth out your favorite hairdo.
Byrdie
 Julianne Goldmark, Founder, Emi Jay HAIR I have a weird hybrid of hair—it’s thick and it dries a little wavy, but it gets greasy at the top very easily. I know everyone says not to, but I wash it every other day. I actually like to switch back and forth between brands because I don’t want my hair to get too used to one or the other. I’ll either use the Milbon Repair Restorative Shampoo and Smoothing Conditioner—my mom heard of the brand from her hairstylist—or the Davines OI Shampoo and OI Conditioner.After that, I use Davines OI Anti-Frizz Oil, which is thick and amazing. If not, then I’ll grab the Olaplex Nº.7 Bonding Oil, especially if I’m going to do a blowout or use my Dyson Airwrap. Klorane’s Dry Shampoo with oat milk is great in between washes.If I’m going to sleep, I always put up my hair with an Emi Jay Sweet Dreams Scrunchie in Counting Sheep because it’s made of silk. As far as day-to-day styles go, I always work with an Emi Jay Bamboo Paddle Brush or Emi Jay Flat Brush, which is made of bamboo and natural boar bristles—good, raw materials keep your mane nice and healthy. I always have an Emi Jay clip on me—I especially love the Big Effing Clip in Buttercream, Big Effing Clip in Toasted, and Sweetheart Clip in Pink Pixie—and as needed, I’ll use the Emi Jay Angelstick, our hair smoothing balm. I have so many baby hairs, and I was always looking for something to tame them, but I didn’t want my hair to be pinned straight and stuck to my head. Every product I came across was either too waxy or too oily or too fragrant, so we formulated our own with super yummy ingredients like murumuru butter, castor oil, shea butter, and vitamin E. Its main purpose is for flyaways, but you can even use it on your eyebrows or your cuticles—and it’s unscented. For me, it’s the cherry on top of a simple hair routine.
Into The Gloss
 OUR 360 GUIDE TO BALLETCORE — Clothes, Hair, and Fitness The Hair For both our busy girls and lazy girls, the slicked-back bun is for you.“Dirty hair is ideal for a slicked-back bun. The natural oils help give the hair more control for sleek looks,” Amanda tells us. “I love using Angelstick for slicking down the hairline and any flyaways. Since it’s a stick, it’s really easy to apply when doing my clients’ hair or my own. I can apply it directly to my hair, and it’s not too heavy.”To finish the style, “Use a small barber brush to slick your hair back because it fits well in your hand and has lots of short, dense bristles,” she advises. “It makes it much easier to smooth out bumps! Angelstick Price: $38 Emi Jay
Poosh
 Kendall Jenner Left Her Pants at Home Today Kendall Jenner, queen of the pantless trend, has left her bottoms at home once again. The model was spotted strolling into New York eatery Revelie Luncheonette in an oversized pale blue and white striped button-up over a scant pair of a black biker shorts. She fed into the shirt’s preppy overtones with a pair of black loafers. But unlike some of her more polished looks, her low-maintenance styling gave the look a tousled, just-got-out-of-bed-in-an-Ivy-League-dorm energy. In keeping with her classic, no-frills personal style, Jenner kept accessories to a minimum. She carried a black leather Maeve Weekender bag from Khaite in the crook of her elbow, swept her hair up into an Emi Jay claw clip, and shaded her eyes with oval sunnies. On the jewelry front, she wore a thick gold bracelet and earrings.
Vogue
 The 19 Best Hair Brushes Experts Love From in-shower detanglers to pro-level edge tools Best Travel Hair Brush Emi Jay Mini Boar Bristle Brush$42 at emijay.com Pros Pro Stylish Cons Here's a glittery and handbag-ready boar bristle brush from Emi Jay. It's ideal for midday hair touch-ups, and nicely made with organic bamboo.
Harper's Bazaar
 Kendall Jenner's Flat Shoes Make the No-Pants Look So Much Easier to Pull Off New York Kendall Jenner is my favorite Kendall Jenner. Yes, she's very chic wherever she goes, but the outfits she wears when visiting NYC are especially cool and forward. Her latest outfit to go out to lunch in the city was exactly that—no pants required.For the occasion, Jenner wore an oversize button-down and nothing else. (Although, she appeared to be wearing hot pants in some photos, as the 'pants-less' outfit trend is often just an illusion.) This outfit trend can certainly be intimidating, but the shoes Jenner styled her pants-less look with actually make it less so. Those shoes are none other than loafers—specifically, a The Row pair she's been wearing all over New York City. On Kendall Jenner: Khaite The Large Maeve Weekender Bag ($3400); The Row Adam Loafers ($1080); Emi Jay Big Effing Clip in Noir ($34)
Who What Wear
 How Emi Jay's Julianne Goldmark Revived the Claw Clip for a New GenerationOne Big Effing Clip at a time.At the age of 14, it's common for most of us to be laser-focused on preparing to enter high school and navigating the daunting challenges and exciting milestones that come with it. Creating a whole new way to redefine an entire fashion and beauty category may be less of a priority — unless you're Julianne Goldmark, founder of hair accessories brand Emi Jay.Growing up in Los Angeles, Goldmark attended The Buckley School, a private (and celebrity-favorite) institution — it counts Paris Hilton, Kim Kardashian and Paris Jackson among its noteworthy alumni — with a mildly restrictive dress code.'My school uniform was a very mundane skirt and polo, and there was no way to really accessorize anything at the time,' Goldmark tells Fashionista. 'We couldn't wear certain nail polish.'
Fashionista
 7 Biggest Hair Accessories Trends, All In One End-Of-Summer Collection Hair accessories are the unsung heroes of a look. It's the bright flower-shaped clip that you secure onto the strap of your tote bag so you have it for later when it gets sweaty and you need your hair off your neck. Or let's say you're about to sit out by the pool with your friends and you pull a yellow stretch headband over your head and it keeps the hair out of your face so you can enjoy the breeze of the late afternoon.Sure, you can grab a 3-pack of Goody headbands or a knockoff flower clip on Amazon. But, if you're looking for both trend inspiration and the top hair accessory designs of the moment, you want to check out Emi Jay. The founder of Emi Jay, Julianne Goldmark, actually started the label when she was just 13 years old (at that point she was making non-crease hair ties out of underwear elastic, according to Forbes). Today, Goldmark is a tastemaker in the hair accessories category, with people like Sofia Richie Grainge, Oprah, and Harry Styles wearing her flower clips and specialty hair ties — both on and off label.
refinery29
 Grazia’s Guide To The Tomato Girl Essentials Our Editors Are Shopping To Achieve TheAestheticRoma, Heirloom, Cherry... hot girls? Here's how TikTok has recaptured the 'la dolce vita' lifestyle in an appetite stimulating aesthetic GRAZIA’s Essentials To Achieve The Tomato Girl Aesthetic Tomato Girls aren’t caught up by higher maintenance tasks like perfecting a full volume curl, which makes this cherry-hued claw clip a must-have essential for anyone seeking to emulate a Tomato Girl summer. Simply dry off at whatever Amalfi Coast beach you find yourself lying on, throw your wet hair up in a messy bun and secure it with this pop of crimson. Emi Jay BIG EFFING CLIP IN CHERRY KISS, $52. SHOP NOW.
grazia
 In a Classic White Shirt and Ballet Flats, Gigi Hadid Does Stealth Wealth the Supermodel Way On her casual days, Gigi typically leans towards jeans and cropped T-shirts, often paired with skater girl Vans. But her most recent outing saw a shift from her usual laid-back style towards a more refined simplicity. Over the weekend, the runway star wore a white oversized button-up shirt over navy low-rise, wide-leg lounge pants and sleek black leather ballet flats. She accessorized with a brown chequered Emi Jay hair clip, layers of gold jewelry, gold-rimmed sunglasses and her beloved cream Loro Piana L19 clutch – a bag she’s been surgically attached to over the past year.
vogue
 ‘I Wear It Every Single Day.’ Why 20-Somethings Can’t Get Enough of This Y2K Hair Trend A 2000s-era staple, the claw clip is back—but with a high-fashion twist. How this hair hack can keep you cool all summer. Plus, six options to try. IT TOOK Kirstie-Anne Woodman a month and a half to master the claw clip. The 24-year-old London strategic communications consultant’s thick braids go past her bum and her hair’s length and texture didn’t lend themselves to the hairstyles she was seeing on social media. I tried to do [my hair] the way women with [finer hair] hair do it—just kind of twist and then flip up—and it wasn’t working, said Woodman, who is Black. While experimenting with a metal clip from Asos, she finally triumphed. I take my hair and split it in two like I’m doing pigtails, she said. Next, I twist the two strands together, flip it up and start wrapping it like a bun. Then the claw clip will go straight in the middle and the ends will go up and over the back.
the wall street journal
 28 Summer Capsule Wardrobe Staples That Are Just Impossibly Cool Linen it up. Real talk: Warm-weather dressing isn’t always as effortless as throwing on a dress and slippers, but a summer capsule wardrobe can help you stylishly navigate the very hot and humid spaces—and the most refrigerated ones—with ease. The Claw Clip Cute claw clips to the rescue in the unrelenting heat and humidity. Courtesy of brand. Emi Jay Sweet Shell Claw Clip $22 at Emi Jay
glamour
 The Best Hair-Care Products of 2023 No hair type or concern left unanswered. Best Hair Clips: Emi Jay Sugar Blossom You can always count on Emi Jay to come out with the most adorable hair clips that actually hold up hair well — especially my thick hair — but the Sugar Blossom one is truly special. Founder Julianne Goldmark created this collection specifically to celebrate her Korean roots, and this pastel pink with white floral decals and jewels is simply stunning. —A.N.
instyle
 Sofia Richie's Wedding Weekend in France Is Defining Cool Summer Style In the days leading up to Sofia Richie's wedding to Elliot Grainge in the South of France, Richie has debuted a stunning set of looks the internet can't stop buzzing about. Pre-wedding festivities are happening at the Hotel du Cap-Eden-Roc in Cap d'Antibes, and her wardrobe, styled by Liat Baruch, has given us a preview of what is to come for the wedding day. We've already spotted the beautiful rehearsal dress Richie wore and will be watching for her wedding-day look. On Richie: Proenza Schouler dress; Hermès bag; Emi Jay hair clip Emijay Big Effing Clip $34 Shop Now
who what wear
 An Early Source of Summer Style Inspo? Sofia Richie’s Vacation Looks While there’s still much buzz surrounding Sofia Richie’s South of France wedding, we’re zooming in on her honeymoon style to inspire our next getaway shopping list. The Versatile Dress + Hair Hero Emi Jay Big Effing Clip $34 at REVOLVE
vogue
 Shay Mitchell's diamanté Juicy claw clip should be in a 00s museum...and my shopping basket 💎✨ But all hope was not lost, the clip was actually a collab with adorable accessories brand Emi Jay, and now I'm down the rabbit hole looking at every single clip on their site. Emi Jay Big Effing Clip in Juicy After Dark £28 at Emi Jay
cosmopolitan
12 AAPI-Owned Fashion Brands To Shop Year-Round Best Hair Accessories Brand Emi Jay With the return of Y2K fashion, Emi Jay became the ringleader of claw clips with its cult-favorite Big Effing Claw Clip. Designer Julianne (Jay) Goldmark draws inspiration not only from her Korean heritage but also her childhood when a school uniform meant her main form of expression was hair accessories. Emi Jay's latest collection, Sugar Blossom, is filled with limited-edition keepsakes inspired by Korean sweets and flowers.
Refinery29
 These 29 AAPI- and Asian-Founded Beauty Brands Are on Their Way to Icon Status In the decade-plus that I've been covering beauty—not to mention the many years prior I spent being a consumer and tried-and-true fan—I've seen firsthand how Asian beauty brands have completely revolutionized the industry. (Who can even remember what it was like before K-beauty won over our skincare-loving hearts?) So every May when Asian American and Pacific Islander Heritage Month comes around, I love learning about new beauty brands I haven't tried yet and seeing how far we've come in terms of representation. Emi Jay Big Effing Clip in Sugar Blossom $34 Shop Now The hair accessory brand, founded by Julianne Goldmark, has become a favorite among celebrities and influencers since its launch in 2009. For AAPI Heritage Month, the brand created a collection called Sugar Blossom celebrating its Korean roots and is making a donation to the Asian Mental Health Collective.
Who What Wear
 26 AAPI-Owned Businesses to Support For AAPI Heritage Month (And Every Month) Brands you'll fall in love with. Emi Jay 26-year-old L.A. native Julianne Goldmark grew up going to school in a uniform, which inspired her to utilize accessories as a means of self-expression. Her wildly popular brand, Emi Jay, sells chic, comfortable, and effective hair clips that are beloved by both editors like me and by celebrities like Kendall Jenner, Barbie Ferreira, and Bella Hadid, to name just a few. Emi Jay Big Effing Clip in Gemini Cloud Scrunchie in Cappuccino
marie claire
 The Must-Have Accessories For Summer 2023It’s Memorial Day Weekend, the sun is out, and we have officially entered summer mode when it comes to dressing. That means easier outfit formulas (think: linen sets, flowing dresses and simple T-shirts and tank tops) and more chances to let our accessories do the talking. From standard summer accessory staples like hats and sunglasses to on-trend body chains and chokers, keep scrolling for plenty of stylish accessories that will keep you looking chic all the way through Labor Day. Emi Jay Denim Darling Headband Emi Jay Denim Darling Headband | $22 Emi Jay Keep your hair out of your face and stay cool when temperatures soar, all while looking fabulous, with a stylish headband. This wide-band style from Emi Jay comes in a fun denim to go with all your favorite blue jeans and give your outfit either a cool 70s-inspired rocker vibe or look like a Y2K girl.
Forbes
 10 Most Trending Hair Accessories for Spring 2023 From Celine to Miu Miu, we've compiled a list of the trendiest hair accessories to complete any look 2022 marked the rise of hair accessories. From scrunchies to bows to headbands, we learned that no outfit is complete unless dressed from head to toe, hair included. They did it right in the 90s with claw clips and scrunchies as not only do hair accessories elevate a look, but they often save hair from the dents and breakages caused by traditional hair ties. V has compiled a list of the trendiest hair accessories at the moment to spice up any look. As we enter 2023, you can never go wrong with a hair accessory. Shop this claw clip here, $86 After Bella Hadid, Kendall Jenner, and Hailey Beiber were snapped wearing a claw clip, this hair trend quickly skyrocketed. Probably one of the most long-term Y2K comeback trends, claw clips not only complement any outfit, but are also a healthier alternative for your hair to avoid breakages or dents. Emi Jay’s claw clips have absolutely smashed the trend by offering customized clips embellished with Swarovski crystals.
V Magazine
 17 Best Headbands That'll Compliment Any Hairstyle Consider these picks the finishing touch to all of your looks. 3/15 Emi Jay Halo Headband Shop Now $24 Allure commerce editor Sarah Han is a big fan of any accessory from Emi Jay, including the Halo Headband. Any Y2K nostalgic will fall in love with the powder pastel hues and crystal butterfly embellishments, but if you're not a fan of satin headbands, you can also grab the same padded style in a cute lace pattern as well.
Allure
 The Earmuffs Fluffy Enough to Keep Both Ears and Cheeks Warm The perfect accessory for the season. In my search, dozens of options with a flat, headband-like body flooded my results. And although they would have gotten the job done, they were no match for these ultra-fluffy ones Emi Jay gifted me. Not only are they practical, they're also extremely cute. Each muff features a star on its side, accompanied by a bejeweled heart charm for an extra sprinkle of cool. Even top It-girls like Matilda Djerf approve. Faux fur is fluffed to the maximum to keep not just ears warm, but the sides of your face and head, too. These
Fashionista
 The Best Fashion and Beauty Finds to Celebrate Lunar New Year 2023 Try out your luck and ring in the Year of the Rabbit. Lunar New Year, which celebrates the start of a new year across many countries in Asia including China, Taiwan, Vietnam and Korea, begins on the first new moon of the lunar calendar and ends on the first full moon. During this time, various festivals and traditions like temple rituals, lion dances and exchanging red envelopes take place to usher in good luck and fortune. Big Effing Clip in Cupid, Emi Jay Shop Now
Elle
 What Exactly is the Coquette Aesthetic That’s Taking Over the Internet Right Now? Breaking down the angelic look, and where to shop it. You’re scrolling through TikTok in the morning before rolling out of bed to get ready for school (a daily struggle, tbh) when you see ✨How to Get the Coquette Aesthetic✨ flash across your screen in sparkly pink letters. If you’re wondering if you've just stumbled across what might be the newest Internet-favorite aesthetic, the answer is “yes!” Where can I shop the coquette aesthetic? Now that you're caught up on the coquette look, here are some of our favorite pieces to help you incorporate some of the styles into your own wardrobe. Emi Jay Sweetheart Claw Clip in Angel Wings
Seventeen
 The Most Viral TikTok Fashion Trends to Shop Right Now We’re breaking all down the best trends right here. Claw Clips Even more straightforward than Coastal Grandmother is the claw clip trend. Oversized hair clips are having a resurgence, and it’s as simple as that. Some may argue that this is more of comeback than a trend, per se, but that’s semantics in my humble opinion. Clips are a fabulous way to pull back your hair completely. High ponytails and braids have their places, but claw clips have earned a spot in our permanent beauty drawer. I don’t see this trend going anywhere anytime soon. Emi Jay Big Effing Clip in Skate Princess
Elle
 Hailey Bieber Wore the Same Unique Bomber Jacket as Kendall Jenner The sisterhood of the traveling jacket. Hailey Bieber is taking a style cue from one of her best friends and fellow model, Kendall Jenner. Yesterday, the Rhode founder stepped out in Los Angeles while wearing a black iteration of a puff bomber jacket that first appeared in Loewe's fall/winter 2022 ready-to-wear collection. Earlier this week, Jenner shared photos of herself on Instagram wearing the same jacket, though she sported a forest green version. Bieber completed her look with a pair of light-wash, straight-leg jeans and olive green loafers from Bottega Veneta. She accessorized with oval sunglasses with a bright green frame, chunky gold hoop earrings, and a baby pink hair clip from Emi Jay.
Harper's Bazaar
 From Balaclavas to Knee Socks, These 29 Trendy Winter Accessories Don't Top $50 I don't know about you, but I'm definitely feeling the winter blues right now, and the dreary weather hardly helps. But with any new season comes a brand-new round of trends, and I'll be taking this opportunity as a bit of sartorial escapism and reporting on the latest among them. As always, I've got you covered with everything from coat trends to boot trends, and this winter, the accessories are especially exciting. I scrolled through the internet for hours to find the items that are as cool as they are affordable. Emi Jay Sweetheart Clip $32 Shop Now Prepare for compliments galore.
Who What Wear
 15 Best Hair Clips and Barrettes That’ll Elevate Any Hairstyle They're! So! Cute! Pros Super big and sturdy design Cons Rhinestones may come off over time if you're not gentle The worst part about most super cute claw clips is that they don't do their damn job. As in stay in my hair, as in...all day long. But you won't have to worry about that with any of the Emi Jay clips due to their super sturdy and large design that'll hold even the thickest of hair from day to night. Plus, I mean how freakin' cute are the adorned stars?!!
Cosmopolitan
 30 Under 30: Retail & Ecommerce Reinventing how we shop, on and offline Julianne Goldmark Since she had to wear a uniform to school growing up, Julianne Goldmark channeled her creativity into accessorizing her hair. She started Emi Jay at age 13, selling non-crease hair ties made out of underwear elastic. Her line now includes colorful hair clips, scrunchies and headbands that have been worn by celebrities like Kendall Jenner, Emma Chamberlain and Hailey Bieber. Emi Jay is sold at Bloomingdale's stores, plus online at Urban Outfitters and Revolve.
Forbes
 12 Earmuffs to Keep You Warm and Stylish This Winter Keep your ears warm while looking stylish. 1 Emi Jay Sugar Muffs in Frosted Pink Why They're Great: These super cute pink faux shearling muffs are designed with warmth in mind. A fun spin on the classic faux fur ear muff, they feature a sweet heart-shaped and rhinestoned encrusted gold charm to the side. Who Should Buy Them: The fuzzy faux shearling material gives enough warmth while also still breathable, so you won't have to worry abut overheating and hot ears. One size fits most, so you're on to a good one here.
Oprah Daily
 My Holiday Wish List Just Multiplied Thanks to These 30 Cool Finds I always get really excited about the holiday season (like, giddy). Not only do I love to shop for gifts, but I love the festivities that come with the holidays. I have party invitations for every weekend, cozy movie-marathon days with my husband, and winter activities that I only get to participate in this time of year. (Seriously, who can turn down an opportunity to go ice-skating?) To celebrate the beginning of this wondrous season, I've put together a list of holiday-approved items—everything from gift-worthy treasures to cute fashion pieces for all the wintry activities from now until New Year's Day. Ready to shop? Keep scrolling. Emi Jay Big Effing Clip in Earl Grey $34 Shop Now I own an Emi Jay claw clip, and it's a game changer. It makes such a cute under-$40 gift.
who what wear
 The Trendiest Pieces to Wear This Holiday Season Go rocking around the Christmas tree in style with these holiday-ready pieces that are a must-have for any occasion. Halo Headband in Midnight, Emi Jay Headbands are one of the hottest hair accessories to rock this holiday season. Functional and fashionable, this one from Emi Jay is handmade with silk and features embroidered butterflies as a fun touch. It also includes a padded design for added comfort.
elle
 5 Thanksgiving Outfit Ideas To Be The Best Dressed Guest Thanksgiving is just a few short weeks away, and if you are wondering how on earth that could possibly be, you are not alone! Between all the holiday gift shopping, recipe planning, and family gatherings, don’t forget to plan out your Thanksgiving dinner outfit so you can head into the holiday with your best foot—and shoe—forward. Emi Jay Halo Headband Emi Jay Halo Headband | $24 Emi Jay Channel your inner Blair Waldorf (and go back and watch all those iconic Gossip Girl Thanksgiving episodes while you’re at it) by adding a headband to dress up your look. This lacy one from Emi Jay is too cute not to wear.
forbes
 15 Y2K Gifts That Are the Bomb Dot Com Presents fit for your Top 8. If your friend takes a look at their closet and thinks, It needs more rhinestone-encrusted denim, then Y2K gifts are the way to their heart this holiday season. Unlike gifts for men or gifts for teenagers, millennium-themed presents aren’t actually that difficult to find right now. Fashion is cyclical, after all, which means gifting is too! Courtesy of brand 7/15 Emi Jay Mariposa Clip in Golden Hour Emi Jay may have launched almost a decade after the Y2K ball drop (it was founded in 2009), but the brand’s founder, Julianne Goldmark, tells Glamour there are plenty of early-aughts threads in the accessories’ designs. Namely, 'butterflies and a lot of rhinestones,' says Goldmark. 'Ever since quarantine, I feel that people have been more motivated to take bigger risks stylewise and take major inspiration from their favorite Y2K icons.” In particular, she recommends the Jelly Pins, Super Bloom clips, and Mariposa clips, which were 'definitely [designed] in homage to ’90s and early 2000s fashion.' $40 at Revolve $39 $30 at Emi Jay
glamour
 Emi Jay Launches New Hair Accessories Collection, Bonne Nuit Immediately adds to wishlist. If Bridgerton and Blair Waldorf had a baby it would be the new 'Bonne Nuit' collection from Emi Jay, the hair accessory brand committed to originality and self-expression. Gracing the crowns of celebrities like Hailey Bieber, Emma Chamberlain and Oprah Winfrey, the 28-piece collection is hyper-focused on holiday-ready details with elevated embellishments, lace patterns and satin finishes. Like many of us, the brand’s founder, Julianne Goldmark, attended a school where being draped in uniform was a requirement. To escape the stylistic restriction of these mundane looks, Goldmark intentionally showed up to class wearing dazzling, one-of-a-kind hair accessories that separated her from the pack. Since launching over a decade ago, Emi Jay has partnered with brands like Sephora, Frankie’s Bikinis, Juicy Couture and Summer Fridays to further cement themselves as the go-to accessory brand in the beauty industry. The dreamy campaign highlights an assortment of silky smooth headbands, large claw clips, butterfly barrettes and paddle hair brushes. Ultra femme patterns and crystal design details are paired with a soft, heavenly-like color palette of lavender, pink and light blue hues. As someone who loves gifting beauty products during the rotating holiday season, most of this collection will be sitting pretty underneath my Christmas tree. The Bonne Nuit collection retails between $6-$86 USD and is available now on the brand’s website. But before you swing into full holiday mode, check out these skincare and makeup essentials needed for a fall refresh.
hypebae
 Camila Cabello's Stylist Shares Exactly How to Get Her Y2K-Inspired Waves One trend that keeps gaining momentum? Y2K everything. While Y2K has been on the fashion scene for a while now (hello, cargo pants and low-rise jeans), it's been a bit slower to permeate beauty. Now, however, we have concrete proof that Y2K has taken hold of the beauty world and is not letting go anytime soon. Case in point: Camila Cabello's latest hair look. While the star kept it simple with soft waves, she added an aughts-era edge to her look by framing her face with small, neon blue and green butterfly clips. The resulting look is the perfect combination of fun and sweet. It can be really hard to create soft waves at home with traditional curling tools (I've tried many times with varying degrees of success), but Cabello's stylist, Sarah Potempa, has a trick up her sleeve for flawless beachy waves every time. Emi Jay Baby Daisy Clip Set $11 Shop Now
Who What Wear
 Emi Jay and Frasier Sterling Team on Zodiac-themed Hair Clips Collection The two brands collaborated on a 13-piece collection of claw clips. Emi Jay is embarking on its latest collaboration. The hair accessories brand is teaming with jewelry label Frasier Sterling on a collaboration of zodiac-themed pieces. The collection infuses both brand’s signature styles, with Emi Jay’s bestselling Big Effing Clips designed with Frasier Sterling’s signature charms. An Emi Jay x Frasier Sterling partnership has been a long time coming — we’ve been discussing ideas since early 2019,” said Julianne Goldmark, founder of Emi Jay, in a statement. “We wanted to wait until we had a concept we knew would kill, so when the idea of a zodiac-themed capsule was suggested, we instantly knew it would be a hit. The 13-piece collection includes two styles: a gold glitter style with different zodiac sign charms and a light pink claw clip designed with moons and stars. Goldmark went on to explain that her customers and the Frasier Sterling consumer enjoy customized pieces and that she is expecting the collection to resonate with both customer bases.
WWD
 Emi Jay and Frasier Sterling Team Up on Zodiac Collection Astrology girlies, this one’s for you. Hair accessory brand Emi Jay and jewelry label Frasier Sterling unveil their first collaboration with the announcement of a 13-piece zodiac-inspired clip collection. Inspired by the brands’ fascination with astrology, the line fuses Emi Jay’s best-selling Big Effing Clip embellished with Frasier Sterling’s zodiac charms to bring you a custom hair piece to match each horoscope sign. We’ve been discussing ideas since early 2019. We wanted to wait until we had a concept we knew would kill, so when the idea of a zodiac-themed capsule was suggested, we instantly knew it would be a hit, the brands shared in a press release. This zodiac collection is the perfect middle ground and allows us to incorporate that personal element we know our customers love. Take a look at Emi Jay and Frasier Sterling’s zodiac-inspired clip collaboration in the gallery above. The new collection will be available on August 23 on the brand’s website.
hypebae
 20 Zodiac Gifts for the Friend Who's Straight-Up *Obsessed* With Astrology Warning: Cancers will cry tears of joy when they open these. Finding the perfect gift for a cancer, taurus, or gemini can be incredibly difficult. Why? Because each zodiac sign comes with their own specific temperaments, desires, and passions. But there's one thing that'll get any sign super pumped up, and that's a personalized gift inspired by their star chart. Emi Jay x Frasier Sterling Big Effing Claw Clip in Golden Sun Sign $34 at emijay.com Emi Jay and Frasier Sterling teamed up to grace our astrology-obsessed friends with these glittery claw clips. Plus, it has a charm that comes in 12 variations for each zodiac sign.
seventeen
18 Fall Fashion Items To Wear For Virgo Season The Earth sign is known for being a perfectionist, even with fashion. Big Effing Clip in Golden Sun Sign Emi Jay x Frasier Sterling Cult-favorite brands Emi Jay and Frasier Sterling just teamed up for a zodiac-filled claw clip collection of our dreams, just in time for Virgo season. You can cop these dazzling accessories adorned with your astrology sign for that personalized vibe. $34 See on Emi Jay
Nylon
 Julianne Goldmark Drops Her Skin-Care Routine The Emi Jay founder shares her essentials for super-sensitive skin. If you've ever spotted a cute claw clip and thought, Where can I get that?, chances are it's from Emi Jay founder Julianne Goldmark. To say the brand's hair accessories have blown up is an understatement—from celebs like Bella Hadid, Dua Lipa, and Hailey Bieber to the girl you stand next to in line at the grocery store, Emi Jay's colorful and fun accessories have become a staple for effortlessly elevated hair looks.
Glamour
 I'm a Content Creator and Co-Founder of an App—I'm Loving These 10 Fall Items 7. Emi Jay Hair Clips Emi Jay Big Effing Clip $35 Shop Now I am loyal to Emi Jay. I don’t think I own any other hair clips. Over time, I have just sifted through my clips, and anytime I get a new Emi Jay one, I toss out another. So now, I have a giant box of Emi Jay clips. They’re my favorite. They’re the best quality at a great price point. [The brand is] super trendy and [is] always coming out with cute colors. I just love the founder Julianne and the brand as a whole. If you don’t have any Emi Jay clips, they’re amazing and super cute to add a little something to your outfit.
Who What Wear
 Hair Claw Clips Are Back! Here Are Our Favorites In the year of reemergence after a pandemic-induced quarantine, we’ve embraced dopamine dressing in more ways than one. Nowadays, we’re seeing a boom on the accessory front with the best hair clips—joining the likes of early aughts nostalgia, head-turning colors, and more mood-boosting style experiments. Many of us, like fashion market editor Madeleine Fass, looked to claw clips as a low-maintenance way to sweep hair back when our manes inevitably grew while we were unable to take trips to salons. But according to Julianne Goldmark, co-founder of the buzzy hair accessory brand Emi Jay, what started as a convenient comeback trend has since transformed into an everyday essential. During quarantine, when we were all working from home, I felt we loved the effortlessness of the hair clip. Now that we’ve returned to a semi-normal life, it’s become a necessity! she says, especially with so many designs and prints to choose from to express your mood and match your personal style. Goldmark offers a few styling tips, too: For thinner hair, I love twisting and clipping from the bottom of the back of your head, allowing your hair to kind of waterfall over the clip. It gives a more voluminous look and is just so cute. Curly girls otherwise might prefer to keep a few curls out of the clip for fun face-framing strands, while those with thick hair could lean into half up-half down styles.
Vogue
 It’s Officially Claw Clip Summer As warmer temperatures approach, claw clips are looking to be the most popular hair accessory this summer. The Los Angeles-based Emi Jay, founded by Julianne Goldmark, has become one of the most popular brands for a wide assortment of hair clips and accessories. Its products feature vibrant hues, prints, adornments and fun shapes. One of her best-selling products, The Big Effing Clip, has been produced in colors like neon green, pink and blue, and seen on celebrities Dua Lipa and Kendall Jenner. Goldmark concurred, saying, When people get in the habit of using something they’re really comfortable with and doesn’t dump their hair, I can’t imagine a world in which they’re not going to want that product. But it’s up to us to continue creating unique hair accessories, whether it is claw clips or other ways of keeping your hair up and out of your face or accessorizing your outfit. As ‘90s and Y2K trends continue to influence contemporary street and celebrity style, it seems like the demand for claw clips is not slowing down any time soon.
WWD
 50 Gifts for Sisters That You'll Probably End Up Stealing for Yourself What's mine is yours! As someone who's grown up with a sister, you already know that sisters share everything, for better or worse. That's why you want to make sure you save the best present for her, whether it's the latest TikTok-viral beauty products or merch from your favorite TV show. Since you're constantly stealing stuff from her closet anyway, you're low-key shopping for yourself when snagging gifts for your sister. You may as well make the best of it with one of the super cool options below. 21 Sweetheart Claw Clip in Pink Cherry Pie Emi Jay $32 AT EMIJAY.COM Okay, how cute are these lil cherries? I'm sure your sis wouldn't mind if you borrowed this every once in a while since it's such a great pick.ac
Seventeen
 27 Over-The-Top Fashion Items To Shop Now That Leo Season Is Here MIDI SUPER BLOOM CLIP IN STARFRUIT Emi Jay Emi Jay’s floral hair clip is perhaps the most adorable and playful spin on the claw clip trend, and its starfruit hue is the perfect summer statement. $12 See on Emi Jay
Nylon
 5 Hip Accessory Brands You Need To Know 4) Emi Jay If you aren’t already familiar with Emi Jay, time to fix that because I’m about to introduce you to your new favorite hair accessories brand! With too many cute hair clips, pins, headbands, and scrunchies to count, you will be inspired to style your hair in thousands of new ways thanks to this brand. Shop My Pick: Emi Jay Super Bloom Claw Clip In Guava Emi Jay Super Bloom Claw Clip In Guava | $15 Emi Jay Bring summer wherever you go with this fun floral claw clip. Whether throwing your hair up out of your face at the beach or adorning your hair for a sunset party, you will get loads of compliments on this pretty clip.
Forbes
 Scrunchies Are Still Cool, and These Celebrities Prove It All hail the ’90s! 3/15 Hailey Bieber The model looks chic in a rosy pink Emi Jay srunchie for an effortlessly girly ponytail.
Glamour
 How To Get The Model-Off-Duty Look You don’t have to be a world-famous model to rock the coveted model-off-duty look. Bella Hadid Bella knows how to rock an all-black look while out and about. The model opted for a midriff-baring cropped tee and edgy leather pants while strutting along the city streets. She chose to glam up the outfit with some layered necklaces and dark sunnies, adding a chic yet sophisticated touch to an otherwise monochromatic look. Get Bella's Look: Buttercream Clip, Emi Jay Price $45 CAD Shop
Elle
 30 Best Clueless Outfits That'll Make You Wish You Were Back In The '90s Because Clueless is a cultural reset that has inspired fashion for decades.Halloween is creeping up around the corner, which means it's time to start pulling together a cute look for your costume. Luckily, we were blessed with Clueless, the iconic retelling of Jane Austen's Emma, almost 25 years ago. Not only did leading lady Cher Horowitz burst into our lives with her wit and charm, but influenced multiple generations with her phat fashion sense. Whether you grew up with the movie back in the day or are just getting around to your first watch, there's no denying that it quickly became a cult classic for its amazing clothes, hilarious one-liners, and incredible '90s slang (we should really bring back buggin', don't ya think?). Nothing tops the scene where Cher's computer helps her pick out her outfit — seriously, it's an invention that can very much be real in 2022... what's the hold-up? While we don't have her dream of a closet, we do have a shoppable list of the best Clueless costumes for Halloween. Big Effing Clip in Capricorn Emi Jay $34 at emijay.com
Seventeen
 41 Bridal Shower Gifts She’ll Actually Be Excited AboutWe're thrilled and we don't even know her! 14/41 Emi Jay x Revolve Bride Hair Clip Does the bride have a penchant for the early aughts? If so, we’re pretty sure this bedazzled claw clip will be her favorite gift of the day. It may even make it into the wedding photos. $86 at Revolve
Glamour
 Finally, Hair Ties That Won’t Damage Your Hair When the weather switches up — or better yet, heats up — we quickly pivot our attention to a wardrobe better fit for the climate: bikinis, linen sets and the works. Subconsciously, though, we find ourselves adopting hair styles that thrive in the weather as well. Letting down inches of thick hair and curls? More like up-do’s whenever the occasion allows. Let’s keep it real, low effort ponytails are a lifesaver when the temperature creeps up, but only when you have a collection of hair ties that won’t damage your hair. First, let’s clear the air: Yes, hair ties can be detrimental to your hair, if you’ve got your hands on the wrong kind. Rubber bands are the leading culprits, typical tugging at hair and eventually causing breakage during the removal process. Instead, you’ll want to look for hair ties that have a cloth covering, or are made of another material suited for hair styling: think coiled hair ties, scrunchies or elastic ribbons. Not only are they significantly more gentle on your hair, but they don’t leave that dreaded ponytail dent, either (you know the one). Do your hair a favor — take a look at these cute scrunchies that won’t damage your ‘do, ahead. 01 EMI JAY CLOUD SCRUNCHIE Available at Emi Jay 22 Shop Now
Essence
 Emi Jay and Djerf Avenue Team on Los Angeles Pop-up Shop Both brands will be offering exclusive pieces from their collaboration, as well as their bestsellers. Emi Jay and Djerf Avenue are making their first foray into retail with a joint pop-up shop in Los Angeles this weekend. Both digitally native brands, the former known for its trendy claw clips and the latter founded by Swedish fashion influencer Matilda Djerf, are joining forces to host a three-day pop-up shop that offers pieces from their brands’ collaboration, as well as each brand’s bestselling products. Both of our brands are just super aligned,” said Julianne Goldmark, founder of Emi Jay. “We’re both obviously young female founders, we work with a predominately female-led team and we’re both just really aligned on making everyday essentials for all women of all backgrounds and budgets, and for all women at any stage of life. That’s something we’ve both bonded on and there are similarities between our customers’ style. They’re all looking for things that are cute and in style, but also classic and timeless items.
WWD
 13 Y2K Accessories You'll Actually Want to Wear Again Early-aughts forever. If you fall into the millennial camp, there’s a good chance that the recent 2000s resurgence has you feeling all kinds of cringe. How are you supposed to embrace the trends that you wore well before you got your first cell phone? Well, we rounded up 13 cool accessories swiped straight from the Y2K era, imbued with all the right kinds of nostalgia. Trust us, the 2000s never felt so fresh. Baby Daisy Claw Clip Set in Aqua, Emi Jay Bet you never thought you’d wear butterfly clips again. These pastel-hued versions bring a bit of whimsy to beachy hair. Price: $16 CAD SHOP
Elle
 The Best New Beauty Products Glamour Editors Tried in June *Adds to cart.* Welcome to Stuff We Want, our comprehensive roundup of the best new beauty products we tried each month. From undisputed favorites to brand-new releases, these are the things our editors loved throughout the month of June. Now that the first day of summer has come and gone, it’s out with the old and in with the new. The summer heat is officially here, which means the best new beauty products are ready to take on sweat, pool days, and vacation glam: Think revitalizing hair masks after days in the sweltering sun, hydrating facial mists, and colorful nail polishes to match your new sundress. As you’re reading up on our favorite picks, don’t fight the urge to add to cart. It’s summertime, and the living’s easy—and you deserve it. Scroll on to see some of our favorite new beauty products from June 2022 that we kept on reaching for all throughout the month. Emi Jay Mariposa Clip I’ve been an Emi Jay stan for as long as I can remember. Since summer is here, claw-clip season is in full force. I love the butterfly details and gemstones on the new Mariposa Clip, which gives a steady and sturdy hold for my incredibly thick hair. The wing details make it unlike other claw clips, which can get a little boring after a while. Totally obsessed. —Ana Escalante, editorial assistant
Glamour
 These 8 Cool Fashion Items Are the Moment Emi Jay Clips With fans including Kendall Jenner and Hailey Bieber, it's safe to say that Emi Jay's clips have a cult following. Further evidence? The brand is soon launching a collaboration with Matilda Djerf that is bound to sell out. Emi Jay Big Effing Clip $34 Shop Now. Emi Jay Big Effing Clip $34 Shop Now
Who What Wear
 12 Best Asian-Owned Hair Brands That Should Be on Your Radar Emi Jay Back in 2009, the then-14-year-old Julianne Goldmark and her mom originated the first knotted hair tie that doesn't dent or damage hair. This led to the start of the duo’s hair accessory line, Emi Jay, which served as Goldmark's main form of self-expression during her uniform-wearing school days in Los Angeles. Her goal from the start was to create affordable, effortless accessories for everyday wear. Since then, the brand has expanded to include pieces like the Super Bloom Claw Clip ($15), Luna Claw Clip ($38), and the signature Big Effing Claw Clip ($34) seen on celebs including Kendall Jenner, Bella Hadid, and Hailey Bieber. Star Product: Hairbrushes like this Bamboo Paddle Brush in Virgo ($48) are another core product of Emi Jay. I'm half Korean, so my grandma would always come from Korea with these really beautiful wooden brushes made of bamboo, and at the time they were harder to find, Goldmark explains. The Korean culture takes their hair very seriously. We all have very thick, silky hair, so finding a brush that can tame that can be really difficult sometimes. These brushes became a source of inspiration for Goldmark to create her own version in five (at the time of writing) different colors and styles. You can even customize your brush with up to eight letters or numbers. It's designed to glide over hair, smoothing and teasing natural oils along each strand to give them a shinier and healthier feel. We're taking something that's been around for many, many years and adding this fun, feminine, and bold twist to it, Goldmark says.
Allure
 The Best New Beauty Products Glamour Editors Tried in May From sun-kissed blushes to sweatproof deodorant. Welcome to Stuff We Want, our comprehensive roundup of the best new beauty products we tried each month. From undisputed favorites to brand-new releases, these are the things our editors loved throughout the month of May. The end of May marks the beginning of summer, and the season’s newest beauty products are ready for hot weather and long beach days. From lightweight tinted face serums built for sweat and humidity to icy facial globes that cure heatwaves, there’s something for everyone to add to their beauty routine this summer. Some of Glamour’s editor favorites include body scrubs, hydrating concealers, and of course, sweatproof deodorant. What’s not to like? Emi Jay Bamboo Paddle Brush in Virgo If there is any brand that can get me excited about a hair brush, it’s Emi Jay. The brand is one of my go-tos for the cutest claw clips and just branched out into styling tools. I would be lying if I said I didn’t get this brush for how it looks (who can resist green glitter?), but I’m really impressed with the quality as well. The bamboo bristles are amazing for detangling, smoothing, and slicking hair, or just for giving myself a little scalp massage. Plus, it makes getting ready for work a little more fun, which is much needed. —B.C. $48 Emi Jay Buy Now
Glamour
 7 Micro-Trends That Will Rule Summer 2022 All of a sudden, my Instagram feed fully got taken over by what may just be one of the most popular Amazon buys in a while: the flower hair clip. There's a color that can go along with each of your outfits so the styling opportunities are endless. Emi Jay Super Bloom Clip $15 Shop Now This one is next-level.
Who What Wear
27 AAPI-Owned Emerging Fashion Brands To Know & Shop Now BABY HEART CLIP SET Emi Jay Based in Los Angeles, Emi Jay has your summer hair accessories game on lock! This season, we’re channeling our inner Olivia Rodrigo by opting for these baby heart claw clips and living out the 2000s beauty trend. $12 See on Emi Jay
Nylon
 The Best Hair Clips to Wear Right Now Yes, including butterfly clips. If there’s one hair trend that is practically designed for dopamine dressing (that is, the very 2022 concept of wearing things that boost your mood), it’s hair clips. As nostalgic as they are functional, clips of all kinds have steadily been making a comeback—and they don’t appear to be going anywhere anytime soon. 2 Best Claw Clip Papillon Claw Clip Combine the butterfly and claw clip trends in one with this oversized option. As for styling, 'I like to keep claw clips pretty straightforward with just getting all the hair back and out of the face,' Polko recommends. 'However, if you do have shorter pieces in the front, I do like to leave them out for a more textured look, or if you don’t, I like to do a baby part and keep it more slicked.'
Harper's Bazaar
 Be Ready in 5 With Emi Jay's New Hair Accessories Hairbrushes, scrunchies, headbands and more. Emi Jay, the Gen Z-favorite hair accessories brand, has launched a new collection dubbed Be Ready in 5. As suggested by its name, the range is comprised of all of your must-have hair essentials. The Bamboo Paddle Brush is offered in Zebra, Tortoise, Leche and more, arriving alongside a Paddle Brush customizable with colored gemstones. Elsewhere, the label’s bestselling Big Effing Clip returns in neutral tones such as Buttercream and Toasted. You can also achieve the Y2K-inspired look with the Popstar Clips, which come in Stardust, Aura, Moonbeam and Milky Way. The collection is complete with soft scrunchies and headbands. The Be Ready in 5 collection is now available on Emi Jay’s website. You can also head to HBX to shop the brand’s signature pieces.
hypebae
 How to Shop the Colour of the Moment: Kelly Green It's the hottest colour trend of 2022— here’s how to shop it. Make way for the colour of the moment- Kelly Green. It’s officially the new black, with the popular vibrant green hue taking over current runway and street style looks. Inspired by lush Irish green meadows, it’s bright, bold and fun, which means it will add the perfect pop of colour to any outfit or space. As this season’s hottest colour trend, we’re taking the guesswork out of how you can incorporate Kelly Green into your everyday wardrobe and lifestyle by sharing the top must-have essentials in the coveted colourful shade. Big Daisy Clip in Island, Emi Jay We’re all for seeing green when it comes to this hair clip from Emi Jay. Featuring a fun daisy design, it’s expertly crafted to hold your hair in place without tugging or pulling. This is the ideal accessory to spice up your look.
Elle
 Everything you need to know about that hair clip beloved by the Scandi style set Founded in 2009 by then 14-year-old Julianne Goldmark, Emi Jay began with a no-dent knotted hair tie. I was in love with headbands and hair accessories at the time, the founder and creative director explains. Cut to the present day, and the hair accessory brand has grown to include scrunchies and claw clips with a dedicated celebrity clientele, including Kim Kardashian, Sarah Jessica Parker, and Hailey Bieber. As a Los Angeles native that grew up in the 2000s, the resurgence and style phenomenon of Y2K is fascinating and fun for Goldmark. A lot of our inspiration comes from pieces I had as a kid. I loved tiny flower clips and anything sparkly, says Goldmark. Growing up, the founder would wear a uniform to school, and hair accessories would be a way to express personal style. I feel like hair accessories are such a simple way to add detail to an outfit while also serving a purpose, she says. We’ve taken that era and mixed it with this dreamy, vacation-inspired aesthetic and created some very beautifully elevated yet playful pieces. The sudden surge of popularity that the claw clip has experienced is somewhat an online phenomenon. The likes of Matilda Djerf, whose impeccably swept-back style spread like wildfire over Pinterest boards and Instagram accounts, sent sales skyrocketing. According to Goldmark, the demand for claw clips can be attributed to the accessory’s air of sophistication. It adds personality to even the simplest look while also actually keeping your hair up and out of your face when you need to, she says. We’re all always running out the door and looking for easy ways to add a little something to our outfit or hair.
Vogue
 Spring’s Cutest Hair Accessories Prove Blair Waldorf-Style Is Back & Better Than Ever No beauty or fashion trend comes and goes as often as hair accessories. We went from the bow headbands of Gossip Girl‘s Blair Waldorf in 2007 to pearl-detailed designer hair clips in 2013. Then, during lockdown, TikTok made the ’90s claw clip come back with a vengeance. Because everything old is new again, the cutest hair accessories for spring bring all of these trends together and now, anything goes. It’s a lot more fun this time around. Oversized bows have never felt chicer, bedazzled headbands feel fresh again (really), and clips and pins are colorful, funky and creative. Just look at the last few big red carpets. Selena Gomez wore a big Chanel hair bow to the SAG Awards, where Juno Temple, Helen Mirren and HoYeon Jung also went for eye-catching hair accessories. Y2K-era hair accessories are blowing up, as well. Bella Hadid wore the popular early-2000s stretch comb headband to her sister Gigi’s birthday party this past weekend and you cannot pass a girl on TikTok who isn’t wearing some type of claw clip. It’s the easiest and often most affordable way to get in on spring’s biggest trends. Shop some of our favorite styles, below. Emi Jay x Revolve Angel Big Effing Clip Kylie Jenner and Hailey Bieber love this accessories brand and we’re especially fans of its Revolve collection.
Stylecaster
 Emi Jay Expands Hair Accessories Offerings With New Collection The brand best known for its claw clips is also teaming with Sephora and designer Matilda Djerf in the next few months. Emi Jay isn’t slowing down its dominance in the hair accessories category. The accessories brand best known for its claw clips is expanding its hair accessories offerings with a new collection called Be Ready in 5, releasing Wednesday. The collection offers four new hair accessories — paddle hairbrushes, makeup clips, headbands and scrunchies — that come in an array of new and best-selling textures and colors. Prices range from $16 to $48. This category expansion just felt like a natural direction for us, said Emi Jay founder Julianne Goldmark. A lot of our customers and followers have been asking for hairbrushes for some time and I really just wanted to create simple, everyday routine accessories, but obviously with a little bit of a twist. This twist is seen in the collection’s colors and textures. Instead of going with the traditional black or tortoise-shell, the brand leveraged the colors used in its best-selling claw clips and brought them over to the new collection. Customers can find bamboo hairbrushes in Emi Jay’s best-selling pink marble Bellini, green shimmer Virgo and buttercream marble Leche styles. For Goldmark, it was important to create the brand’s hairbrushes with bamboo for several reasons, one being for sustainability and the other to pay homage to her Korean roots.
WWD
 7 Shocking Trends Celebrities Are Wearing to Restaurants Dining out in a city like New York, Los Angeles, Paris, or London (among others) can be quite an event. When a celebrity visits a packed It spot, it's safe to assume that there will be plenty of paparazzi surrounding the valet stand or entrance and that they will be recognized once inside as well. Therefore, they know to dress for the occasion and in turn, we're graced with epic restaurant outfit photos on pretty much a daily basis. I don't know if you've noticed, but it seems as if post-pandemic lockdowns, celebrity restaurant outfits are getting more and more, well, flashy. (For the record, I tried to think of a cooler word but this one was the most accurate.) I scour the celebrity photo agency pages on a very regular basis and every single time I do, I come across celebs wearing somewhat shocking trends (in a good way) to restaurants. Below you'll find some of my favorite recent examples, along with items you can order to replicate them yourself. On Hailey Bieber: Balenciaga jacket and sunglasses; Edikted Dasha Micro Skirt ($34); Prada loafers and bag; Tiffany & Co. jewelry; Emi Jay Big Effing Clip ($34)
Who What Wear
 Dua Lipa’s Lilac Knitted Dress Spells Spring. Being constantly on the move isn’t easy, but Dua Lipa has got her travel wardrobe down pat. Currently on her Future Nostalgia world tour, the artist has made living out of a suitcase look easy. With the help of her ride-or-die stylist Lorenzo Posocco, she’s delivered some serious looks both on and off the stage. Dua’s spring wardrobe is all about joyous color combinations. While many stars have been wearing the shade of the season – hot pink! – Dua has been living in classic spring pastels. The singer shared a carousel of behind-the-scenes tour pictures captioned “recently,” in which she showed off a new lilac spring dress from Heaven by Marc Jacobs, complete with matching knitted arm warmers. As always, Dua put her own Y2K twist on the buzzy outfit with embellished Swarovski sunglasses, angel earrings from independent brand Baggira, and a lavender hair clip from Emi Jay.
Vogue
 Your Spring Horoscope Calls for Astrology-Inspired Wardrobe Additions Prepare to wear your zodiac sign on your sleeve. Thanks to all those who sought cosmic clarity from a crumbling reality, astrology achieved sweatpants-level success during the pandemic. For some, casual exploration of the stars turned into a serious study of rising signs and retrogrades. The fashion world has taken the growing fascination with the zodiac as inspirational fuel for several collections and limited-edition pieces, making the 12 signs symbols to wear with pride. The cheery queen of beaded bags, Susan Alexandra, debuted a line of astrology-inspired jewelry in March, timing the launch to a moment that the designer felt needed the healing powers of the zodiac. A few months prior, Good American gave its soft cotton sets an astrological upgrade that Mercury couldn't mess up, collaborating with virtual artist Sarah Coleman on unique star sign logos. Then there's Picnicwear, which makes made-to-order appliqué zodiac sweatshirts using vintage towels for planet lovers interested in how celestial bodies influence our day-to-day and how our actions affect planet Earth. On the designer front, Rosetta Getty worked with astrologist Ilana Kozlov on her Pre-Fall 2022 collection to design prints and color palettes that connect with Gemini and Cancer, and Rixo has some celestial-patterned loungewear for spring that has night-out potential. Emi Jay Big Effing Clip in Aquarius $34. Available Here
Fashionista
 If It's Cool, Dua Lipa's Wearing It: 30 Items I'm Sure She'll Wear Next When you're a celebrity, being stylish is a part of the job description. With stylists, personal shoppers, and the best designers all within arm's reach, there's a whole ecosystem of people behind most celeb style moments. So it's rare when you see someone like Dua Lipa consistently dress up outside of the paparazzi cameras. The singer is usually the first to wear emerging designers before anyone else and isn't afraid to dabble in the more controversial trends like risque cutouts and see-through dresses. Basically, if it's cool, Dua Lipa has worn it, so I'm always scoping her Instagram to gauge which trends are popping onto the scene. Her willingness to take fashion risks has influenced my own personal style a bit, so I'm sharing all of the cool and quirky pieces Dua Lipa has inspired me to shop right now. After closely following the singer's style, I've scouted 31 items I'm pretty sure would be in her closet right now. You can find lots of hairclips on the market, but here's an extremely cute one that Dua Lipa actually wears.
Who What Wear
 Cosmopolitan Magazine April 2022 Bella Poarch- Butterflies. The only insect that could make an outfit cuter. Spread your wings, BB. Emi Jay Clip $20
Cosmopolitan
 7 Spring Fashion Essentials Under $50 To Help You Feel Like an It Girl Trying to curate the perfect wardrobe for spring? We put together a starter pack of this season's hottest apparel and accessories for the material girls on a budget!Emi Jay Big Effing Clip We don't know about you, but we keep our hair up 90% of the spring and summer. For this reason, we're stocking up on Emi Jay's It Girl-approved hair clips, and you should, too!
E! News
 Hottest Celebrity Pics This Week Of March 21 – 27: Ayesha Curry & More Elsa Hosk in Emi Jay March 21, 2022, 12:57pm Elsa Hosk served us the best golden hour looks to accomplish! She stunned as she rocked an Emi Jay hair clip.
Hollywood Life
 We're Editors in 4 Different Cities—Here Are the Trends We Agree Are In and Out Out: Fitted Blazers
Who What Wear
 Doja Cat Proves Y2K Butterfly Hair Clips Are the Perfect Spring Accessory Get into it, yuh. The 2000s are back, and Doja Cat just proved it with her latest Instagram photos featuring a nostalgic beauty moment. The “Woman” singer serves a Bratz Doll-inspired look with her pouty, nude and glossy lips, a cut-creased blue eyeshadow and ’90s-inspired, razor-thin eyebrows, but our favorite thing has got to be her butterfly clips-adorned hairstyle. Styled in a very 2000s baby ponytail with antenna bangs, Doja’s look is completed with colorful butterfly hair clips that scream Y2K. At this point, it seems like almost every popular noughties-era hairstyle, including wispy up-dos dressed up with throwback hair accessories, has made its way back to the cyclical trend loop. While girlish, mini butterfly clips have been fluttering around for the past year, Doja’s latest look just confirmed that they are here to stay for spring 2022. Shop on HBX
Hypebae
 Shop The Biggest Hair Trend Right Now, Y2K-Inspired Accessories If you’ve perused the feeds of any tapped in fashion girl, then you’ve probably noticed – Y2K fashion is back. You’d be hard pressed to find a fashion brand not offering up mini skirts and baggy jeans. Meanwhile, rimless and sporty sunglasses silhouettes are taking over every eyewear brand. The next step to conquering the nostalgic trend? Y2K-inspired hair accessories. The best part about early 2000s style was the variety of trends to mix and match and play around with, landing on an end result unique to you. That didn’t stop with clothes and jewelry. Take out a page of red carpet and magazine archives of the noughties and you’re bound to find that hair accessories were often the a key player in creating a statement ensemble. There were claw clips with slip dresses, scrunchies for casual updos, and let’s not forget the butterfly hair clips that graced everyone from Tyra Banks to Raven-Symoné, and now today have been revived by the likes of Meagan Thee Stallion and more. Want to get the look? Find some of the coolest style to date, below. Emi Jay Big Effing Clip In Wild Thing Let this claw clip be the star of the show.
Essence
 Emi Jay's Super Bloom Collection Has Us Excited for Summer The hair accessories brand brings back its bestselling styles, in addition to new clips. Cult-favorite hair accessories label Emi Jay is back with a new collection for the spring and summer seasons. Titled Super Bloom, the range boasts a wide range of colors perfect for the warmer days. The brand’s bestselling Big Effing Clip returns in shades including orange Aries, pastel pink Fairy Wings and yellow Lemon Cake, as well as a black-and-white iteration called Yin n Yang. Elsewhere, the Super Bloom Clip comes in a flower shape in Coconut, Guava, Wild Orchid and Maui. The collection is complete with Pin Up Sticks in four colorways — Green Daydream, Lover Pink, Blue Daydream and Black Magic — for your 00s-inspired looks. Peep the Super Bloom collection worn by YouTube star Ellie Thumann above. Priced from $15 to $34 USD, the pieces are now available on Emi Jay’s website. You can also shop the labels bestsellers on HBX.
Hypebae
 Runway Mar 3, 2022 These 6 Trends Were Everywhere in London and Will Take Over This Fall While it's hard to neatly wrap up the trends that were happening at London Fashion Week for the fall/winter 22 collections, one thing is clear: Designers were there to do their own thing, and each left distinctive footprints. In some cases, there were moments of lightness and airiness on the runways. Y2K fashion returned to the shows yet again, and pale pink was one of the major standout colors running through the collections. On the other side of the spectrum, we saw designers ushering in darker, moodier collections. Gothic-inspired, darkly romantic pieces kept cropping up, and eveningwear was tweaked with elements like latex turtlenecks, cutouts, and completely see-through looks. Ultimately, the looks from London Fashion Week for fall/winter 2022 coalesced into some major trends that will have an impact on where fashion is headed in the coming year. Ahead are the six most important trends to know.
Who What Wear
 The Ultimate Euphoria High Style Guide Here’s how to dress like your favorite characters, including Rue, Maddy, Faye and Lexi. Maddy Maddy’s wardrobe is filled with color, from green Jacquemus knit pieces to blue floral print dresses. For this look, we’re styling Poster Girl’s lovey-dovey Kylie Dress with adorable hair accessories from Emi Jay. The ensemble is paired with Nodaleto’s statement-making shoes and Coperni’s Ring Swipe Bag, along with a pair of golden hoop earrings.
Hypebae
 Forbes. Valentine’s Day Gift Guide: The Sweetest Red Accessories To Warm Her Heart. Valentine’s Day Gifts for Her: Valentine’s Day is here and if you’re still looking for the right gift for her, no need to worry, I have you covered. Although Valentine's Day is just around the corner but planning for that thoughtful day is now. I compiled a wide-rage of gift ideas for you with the women’s fashion editor Emma Cunnington to suit all tastes and budgets. If you're looking for more gift ideas, Edan Twena is a custom jewellery designer. Twena not only designs but sells jewels as well thus making the customer experience much more enjoyable. The Valentine’s Day option here make for the perfect stylish and sentimental gift this Valentine’s Day. Emi Jay: Emi Jay Made with romantic silks and ultra-feminine textures, our Valentine’s Day-inspired pieces are here to add some sugar and spice to your everyday hair. Big enough to hold a full head of hair and functional enough to wear from morning to night. No pull, no headache, just cute hair. Use this clip on dry or wet hair. $34
Forbes
 Harper's Bazaar. The 14 Essential Claw Clips and How to Wear Them '90s style, done the 2022 way. One of the clearest signs the ‘90s revival was back in full swing? The return of the claw clip. The accessory of gals on the go and Cool Teens everywhere, the hair trend is low-maintenance hairstyling at its finest. Now that the claw clip is undeniably back, it's been redesigned for more hair types (hello, curls!), more versatility, and more occasions. Read on for our favorite styles—inspired by the likes of Kendall Jenner and Megan Thee Stallion. Emi Jay Peach Big Effing Claw Clip An embellished clip can be dressed up (with an LBD) or down (with jeans and a tee).
Harper's Bazaar
 Celebrate Galentine’s Day With These Luxe Gifts Filled With Love and Self-Care From just a simple satin hair cap to luxe sunglasses, these are gifts to show nothing but love to our gal pals for Galentine’s Day. If this Valentine’s Day you find yourself single but not ready to mingle, you are not alone. Due to the pandemic, many of us had the time to sit and reflect on what it is that we really want in a relationship and what we won’t tolerate from a significant other. This Galentine’s Day (February 13), single ladies are taking a break from the norm and celebrating the people that remind us that we are phenomenal when we are feeling a little less than our best. It’s just our special way of saying, You are that girl! as we throw a little confetti in the air and clink our glasses to toast the friends who give us nothing but positive energy and keep us grounded when our head is in the clouds. The gift list that we curated is not only special but thoughtful to her needs. From just a simple yet chic satin hair cap to uber-luxe sunglasses, these are gifts to show nothing but love to our gal pals on Galentine’s Day. Emi Jay Sweetheart Collection Hair Clips- Big Effing Clip in French Kiss Your bestie will love to put up their hair and get cozy with this full head of hair clip that is stylish enough to add to their fashionable look with no fuss.
Essence
 HypeBae. Love Is in the Air With Emi Jay's Sweetheart Hair Accessories Collection ’90s-inspired designs to accompany your date night look this Valentine’s Day. Instagram-favorite hair accessories brand Emi Jay is back with a new collection for Valentine’s Day. Titled Sweetheart, the range features the label’s bestselling Big Effing Clip covered in red heart motifs. The ’90s-inspired lineup further includes the Baby Heart Clip in purple and pink hues, as well as the BFF Clip Set that you can wear with your bestie. The two claws in the pack create a heart shape when placed side by side. Scroll through the gallery above for a full look at Emi Jay’s Sweetheart collection, which is now available online. You can shop more from the brand via retailers like HBX.
Hypebae
 Meet The 25-Year-Old Founder Of Emi Jay, Who Launched The Hair Accessory Empire 12 Years Ago When Julianne Goldmark launched what is now known as the sought-after hair accessory brand with celebrity clout, , at age 14 (yes, you read this correctly!), it was a different era. The year was 2009, so Instagram didn’t exist yet—the only likes we knew of were those captured on Facebook—and celebrity-focused fashion magazines were still highly relevant and very much in circulation. While the worlds of fashion and accessories leverage social media and the influencer “halo” effect in order to help with branding and virality, Emi Jay’s trending hair accessories have not only stood the test of time—they have maintained It factor status, 12 years later. So what compelled Goldmark to launch the brand? It started as a way to express herself while in the 8th grade.
Forbes
 Here's Everything We're Crushing on at Revolve This January A Butterfly Clip: Emi Jay Holiday Papillon Clip Claw clips are having a moment right now, and this Emi Jay Holiday Papillon Clip ($20) is adorable. It looks like a butterfly, and the sparkles add a cute extra touch.
Popsugar
 EXCLUSIVE: Juicy Couture and Emi Jay Team on 2000s-inspired Collection The collaboration combines both brands’ early Aughts aesthetics for a holiday collection of claw clips and scrunchies. Juicy Couture and Emi Jay are teaming up to create a hair accessories collection for the holidays that blends both brands’ early Aughts aesthetics. The fashion label and hair accessories brand, respectively, are partnering on a collaboration for the holiday season. The 10-piece hair accessories collection is infused with early Aughts nostalgia, which are hallmarks of both companies. In the last year, we’ve really just as a whole embodied a lot of early 2000s trends, explained Emi Jay founder Julianne Goldmark. “A lot of girls were gravitating toward color coming out of quarantine, funkier hairstyles and brighter and bolder pieces. With a lot of our campaign imagery over the last year, we did pull a lot of early 2000s inspiration and Juicy [Couture] kind of picks up on that. They felt like OG Juicy [Couture] was so true to current day Emi Jay. We felt there was such a tie between the two brands.
WWD
 How Fashion Editors Dress for Holiday Parties These Days With the season’s busy calendar, they have this process down to a science. When it comes to holiday party outfits, I prefer to do less. A fun dress, black tights, and fancy-ish flats are pretty much all you need. (You'll thank me later for the footwear suggestion—there are never ever seats at these things. Why?). This PatBo dress has everything: luxe velvet, pearl beading, and made-you-look nude panels. It's a holiday party home run. I picked up these tights in Italy when the temperatures unexpectedly dropped the day of my friend's wedding—they're the perfect cross between opaque and sheer. And I'm always cold. There's zero shame in the flat game, especially when I'm running around like crazy. [I’ll add] my go-to hoops that quite literally make every outfit look better. [And clips] because I simply can't do my hair every single night.
Coveteur
 19 Nostalgic Gift Ideas For The Ultimate Y2K Fashion Fan Keep the 2000s alive this holiday season. The Y2K Obsessed. Big Effing Clip In Pink Snow A Juicy Couture blinged-out logo on a hair clip? That’s two early-2000s trends in one.
Nylon
 SO JUICY There's Now a Juicy Couture Line of Claw Clips and Scrunchies Thanks to accessories brand Emi Jay, we may have hit peak Y2K. To all of the millennials out there who lived their teenage years in their Juicy Couture tracksuits (paired, of course, with their Juicy tote) you're gonna want to get your hands on some pieces from the new Emi Jay and Juicy Couture collaboration. Arriving a little under a month before Christmas, the Los Angeles-based hair accessories brand has partnered with Juicy Couture to create a holiday collection of scrunchies and hair clips. The collection, which pays homage to the Juicy aesthetic from the early aughts, consists of two scrunchies and six Big Effing Clips. Sweet Dreams Silk Scrunchie in Viva La Juicy ($32) is smattered in Juicy cherries while the Velvet Scrunchie in Wild Thing ($32) is clad in leopard print. Two of the Big Effing Clips also come in these prints. The Emi Jay x Juicy Couture collection officially launched on November 30. You can still purchase items from the collection on emijay.com, each retailing from $32 to $168.
Allure
 21 Gifts For The Aspiring (Or Avid) TikToker In Your Life From must-have tech gear to must-show-off fashion items. CUSTOM BIG EFFING CLIP This customizable hair clip has been all over our feeds lately. Maybe you should gift your loved one (or yourself) with one!
Nylon
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