New Arrivals

discover our newest hair essentials: effortless, effective, and quality products thoughtfully created to make your routines quicker and days brighter.

New + Limited Edition
Dream Crème™ in Toasted Sugar
Emi Jay Dream Creme Immensely Rich Mask and Emi Jay Dream Creme Toasted Sugar shower fragrance set, styled with a cinnamon bun on a beige background with promotional text.
Dream Crème™ Hydrating Hair Mask in Toasted Sugar™
¥8,600
New + Limited Edition
Big Effing Clip in Gingerbread Gingham
olivia jade holding Dream Crème™ in Toasted Sugar while wearing Big Effing Clip in Gingerbread Gingham in hair
Big Effing Clip in Gingerbread Gingham
¥6,400
New + Limited Edition
On The Way Vanity Case in Toasted Sugar
On The Way Vanity Case in Toasted Sugar
On The Way Vanity Case in Toasted Sugar
¥12,500
New + Limited Edition
On The Way Vanity Case in Dream Cloud Blue
on the way vanity case with assorted emi jay hair care and accessories
On The Way Vanity Case in Dream Cloud Blue
¥12,500
New + Limited Edition
Big Effing Clip in Baby Blue S’more Love
Olivia Jade holding Dream Crème™ in Toasted Sugar while wearing Big Effing Clip in S'more Love in hair
Big Effing Clip in Baby Blue S’more Love
¥6,800
New + Limited Edition
Sweetheart Clip in Cozy Cloud Gingham
model wearing Sweetheart Clip in Cozy Cloud Gingham in hair
Sweetheart Clip in Cozy Cloud Gingham
¥6,400
New + Limited Edition
Sweet Dreams Eye Mask in Dream Cloud Knit
Sweet Dreams Eye Mask in Dream Cloud Knit with assorted hair care, playing cards, hot cocoa, and Emi Jay cookie
Sweet Dreams Eye Mask in Dream Cloud Knit
¥7,900
New + Limited Edition
Sweet Dreams Eye Mask in Heather Cloud Knit
olivia jade wearing Sweet Dreams Eye Mask in Heather Cloud Knit
Sweet Dreams Eye Mask in Heather Cloud Knit
¥7,900
New + Limited Edition
Cozy Scrunchie in Heather Cloud Knit
Cozy Scrunchie in Heather Cloud Knit on side table with assorted hair care and accessories
Cozy Scrunchie in Heather Cloud Knit
¥2,900
New + Limited Edition
Big Effing Clip in Cozy Cloud Gingham
Olivia Jade wearing Big Effing Clip in Cozy Cloud Gingham in hair
Big Effing Clip in Cozy Cloud Gingham
¥6,400
New + Limited Edition
Cozy Pouch in Cookie Crumbs Knit
Cozy Pouch in Cookie Crumbs Knit with assorted hair care and accessories
Cozy Pouch in Cookie Crumbs Knit
¥6,800
Award Winner
New + Limited Edition
Heavenly Blowout Gift Set
Heavenly Blowout Gift Set standing up
Heavenly Blowout Gift Set
¥16,700 ¥13,200
New + Limited Edition
Heavenly Hair Towel in Toasted Sugar
olivia jade wearing Heavenly Hair Towel in Toasted Sugar with assorted hair care and accessories on counter
Heavenly Hair Towel in Toasted Sugar
¥6,800
New + Limited Edition
Big Effing Clip in Milk and Cookies
model wearing Big Effing Clip in Milk and Cookies in hair
Big Effing Clip in Milk and Cookies
¥6,400
New + Limited Edition
Infinity Headband in Oat Latte Knit
model wearing Infinity Headband in Oat Latte Knit
Infinity Headband in Oat Latte Knit
¥3,200
New + Limited Edition
Sweetheart Clip in Mocha Kiss Gingham
assorted emi jay hair care and accessories in vanity case
Sweetheart Clip in Mocha Kiss Gingham
¥6,400
Sold Out
Sold Out Last Year!
Big Effing Clip Hair Claw in S’more Love
Olivia Jade wearing Big Effing Clip in S’more Love in hair
Big Effing Clip in S’more Love
¥6,800
New + Limited Edition
Infinity Headband in Dream Cloud Knit
model wearing Infinity Headband in Dream Cloud Knit
Infinity Headband in Dream Cloud Knit
¥3,200
New + Limited Edition
Popstar Clips in Bedtime Angel
olivia jade wearing Popstar Clips in Bedtime Angel in hair
Popstar Clips in Bedtime Angel
¥6,100
New + Limited Edition
Sweetheart Clip in Dream Cloud Teddy
model wearing Sweetheart Clip in Dream Cloud Teddy in hair
Sweetheart Clip in Dream Cloud Teddy
¥6,400
New + Limited Edition
Cozy Pouch in Dream Cloud Knit
Cozy Pouch in Dream Cloud Knit next to vanity cases with assorted emi jay hair care and accessories
Cozy Pouch in Dream Cloud Knit
¥6,800
Award Winner
New + Limited Edition
Bamboo Paddle Brush in Toasted Sugar
olivia jade brushing hair with bamboo paddle brush
Bamboo Paddle Brush in Toasted Sugar
¥9,600
New + Limited Edition
Sweetheart Clip in Cuddle Me Gingham
model wearing Sweetheart Clip in Cuddle Me Gingham in hair
Sweetheart Clip in Cuddle Me Gingham
¥6,400
New + Limited Edition
Infinity Headband in Heather Cloud Knit
model wearing Infinity Headband in Heather Cloud Knit
Infinity Headband in Heather Cloud Knit
¥3,200
New + Limited Edition
Cozy Scrunchie in Cookie Crumbs Knit
model wearing Cozy Scrunchie in Cookie Crumbs Knit in hair
Cozy Scrunchie in Cookie Crumbs Knit
¥2,900
New + Limited Edition
Infinity Headband in Cookie Crumbs Knit
olivia jade wearing Infinity Headband in Cookie Crumbs Knit
Infinity Headband in Cookie Crumbs Knit
¥3,200
New + Limited Edition
Cozy Scrunchie in Oat Latte Knit
Cozy Scrunchie in Oat Latte Knit in vanity case with assorted emi jay hair care and accessories
Cozy Scrunchie in Oat Latte Knit
¥2,900
New + Limited Edition
Big Effing Clip in Marshmallow and Creme
model wearing Big Effing Clip in Marshmallow and Creme in hair
Big Effing Clip in Marshmallow and Creme
¥6,400
New + Limited Edition
Cozy Scrunchie in Dream Cloud Knit
Olivia Jade biting into Emi Jay cookie while wearing Cozy Scrunchie in Dream Cloud Knit in hair
Cozy Scrunchie in Dream Cloud Knit
¥2,900
New + Limited Edition Exclusive
Holiday 2026 Sticker Pack
Holiday 2026 Sticker Pack
¥1,100
New + Limited Edition Exclusive
Bedtime Angel Socks
model wearing Bedtime Angel Socks
Bedtime Angel Socks
¥3,200
New + Limited Edition
Sweetheart Hair Claw Clip in Cocoa Cashmere
Closeup view of model wearing Sweetheart Clip in Cocoa Cashmere in hair.
Sweetheart Clip in Cocoa Cashmere
¥6,400
New + Limited Edition
Sweetheart Hair Claw Clip in Vanilla Chai
Model wearing Sweetheart Clip in Vanilla Chai in hair.
Sweetheart Clip in Vanilla Chai
¥6,400
Sold Out Last Year!
Sweetheart Hair Claw Clip in Toasted Teddy
Model wearing Sweetheart Clip in Toasted Teddy in hair.
Sweetheart Clip in Toasted Teddy
¥6,400
New + Limited Edition Exclusive
Dream Crème Toasted Sugar Card Deck
Dream Crème Toasted Sugar Card Deck on gingham fabric
Dream Crème Toasted Sugar Playing Cards
¥4,300
More Colors Available
The Slickback Bundle in Pink Sugar
Model holding Angel Hold and Angelstick while brushing hair with Mini Boar Brush in Pink Sugar
The Slick Back Bundle
¥21,400 ¥17,100
Limited Edition
Angel Essentials Hairstyling Gift Set
Step by Step Styling Angel Essentials Set 1 Mini Heavenly Hair Milk Apply on dry wet or damp hair before air drying or heat styling 2 Mini Angel Hold Glide through dry or damp hair to shape polish and define 3 Full Sized Angelstick Apply onto styled or dry hair to tame flyaways and perfect sleek styles
Angel Essentials Hairstyling Gift Set
¥12,100 ¥8,600
Award Winner
Angel Hold Styling Cream
sleek, but not stiff ♡ holds hair in place without crunch ♡ tames frizz and flyaways ♡ protects hair against heat
Angel Hold™ Styling Cream
¥6,100
Big Effing Clip in Rose Fleur Eyelet
Big Effing Clip in Rose Fleur Eyelet and aura mist in angel wings on blahnik shoes
Big Effing Clip in Rose Fleur Eyelet
¥6,800
Award Winner
heavenly hair milk
3-in-1 styling serum provides heat protection up to 450 degrees Fahrenheit decreases drying time for frizz free hair seamlessly detangles or the perfect air dry or blow dry
Heavenly Hair Milk™
¥7,200
Big Effing Clip in Citrine Fleur Eyelet
model wearing Big Effing Clip in Citrine Fleur Eyelet attached to bikini top
Big Effing Clip in Citrine Fleur Eyelet
¥6,800
Award Winner
Dream Crème™
Dream Crème topless
Dream Crème™
¥7,900
Eyelet Pouch in Citrine
model standing in front of door with big effing clip in her hair holding Eyelet Pouch in Citrine
Eyelet Pouch in Citrine
¥6,800
Eyelet Pouch in Blanc Daisy
model taking aura mist in lychee baby out of Eyelet Pouch in Blanc Daisy
Eyelet Pouch in Blanc Daisy
¥6,800
Lil Effing Clip in Rose Petal Eyelet
Lil Effing Clip in Rose Petal Eyelet on shelf with assorted emi jay hair care and accessories
Lil Effing Clip in Rose Petal Eyelet
¥5,700
Head Scarf in Citrine
model sitting and covering face while wearing head scarf
Head Scarf in Citrine
¥4,000
Pointelle Headband in Azure
Big Effing Clip in Blue Fleur Eyelet with hair care and accessories
Pointelle Headband in Azure
¥3,200
Pointelle Headband in Milk
model wearing Pointelle Headband in Milk
Pointelle Headband in Milk
¥3,200
Heavenly Hair Towel in Milk
model wearing Heavenly Hair Towel in Milk sitting on side of bathtub while holding dream creme
Heavenly Hair Towel in Milk
¥6,800
Exclusive
Aura Hair + Body Mist™ Keychain
closeup of charms
Aura Hair + Body Mist™ Keychain
¥5,000
Award Winner
Big Effing Clip in Lychee Baby
closeup of model wearing Big Effing Clip in Lychee Baby while reading book and laying on towel at beach
Big Effing Clip in Lychee Baby
¥6,400
Award Winner
Big Effing Clip in Citrus Polka Dot
model in pink bikini eating lychee on beach with Big Effing Clip in Citrus Polka Dot in hair
Big Effing Clip in Citrus Polka Dot
¥6,400
Sweetheart Clip in Coconut Berry Dot
Sweetheart Clip in Coconut Berry Dot clipped to bag strap next to emi jay hair care
Sweetheart Clip in Coconut Berry Dot
¥6,400
Sweetheart Clip in Lychee Berry Dot
model wearing Sweetheart Clip in Lychee Berry Dot lipped to Lychee Baby bikini bottom
Sweetheart Clip in Lychee Berry Dot
¥6,400
Sweetheart Clip in Citrus Baby Bloom
model clipping Sweetheart Clip in Citrus Baby Bloom in hair
Sweetheart Clip in Citrus Baby Bloom
¥6,400
Award Winner
Big Effing Clip in Blush Polka Dot
model wearing Big Effing Clip in Blush Polka Dot while sitting on beach in pink bikini
Big Effing Clip in Blush Polka Dot
¥6,400
Award Winner
Big Effing Clip in Tortoise Hibiscus
model standing against wall holding Aura Hair + Body Mist in Lychee Baby while wearing Big Effing Clip in Tortoise Hibiscus clipped to top
Big Effing Clip in Tortoise Hibiscus
¥6,800
Award Winner
Big Effing Clip in Lychee Hibiscus
model spraying aura hair + body mist in lychee baby while wearing Big Effing Clip in Lychee Hibiscus in hair
Big Effing Clip in Lychee Hibiscus
¥6,800
Sweetheart Clip in Palm Blossom
model wearing Sweetheart Clip in Palm Blossom clipped to the strap of Lychee Baby bikini top
Sweetheart Clip in Palm Blossom
¥6,400
Popstar Clips in Hibiscus Beach
model laying in bed wearing Popstar Clips in Hibiscus Beach in hair
Popstar Clips in Hibiscus Beach
¥3,200
Award Winner
Big Effing Clip in Beach Club
model spraying aura hair + body mist in Lychee Baby while wearing Big Effing Clip in Beach Club in hair
Big Effing Clip in Beach Club
¥6,800
Sweetheart Clip in Berry Beach Club
model wearing Sweetheart Clip in Berry Beach Club in hair
Sweetheart Clip in Berry Beach Club
¥6,400
Miss Super Bloom Clip in Jelly Peach
Miss Super Bloom Clip in Jelly Peach with assorted hair accessories
Miss Super Bloom Clip in Jelly Peach
¥5,400
Super Bloom Clip in Beach Club
assorted beach club red hair clips
Super Bloom Clip in Beach Club
¥2,900
Super Bloom Clip in Peach Spritz
aura hair + body mist in Lychee Baby next to emi jay hair clips
Super Bloom Clip in Peach Spritz
¥2,900
Midi Blossom Clip in Sangria Bloom
model holding aura hair + body mist in lychee baby, assorted fruit, and emi jay hair clips
Midi Blossom Clip in Sangria Bloom
¥2,500
Midi Blossom Clip in Peach Bloom
aura hair + body mist in lychee baby with assorted emi jay hair accessories and brush
Midi Blossom Clip in Peach Bloom
¥2,500
Heavenly Hair Towel in Lychee Baby
model using Heavenly Hair Towel in Lychee Baby
Heavenly Hair Towel in Lychee Baby
¥6,800
Popstar Clips in Sweet Berry Dot
model wearing Popstar Clips in Sweet Berry Dot in hair while applying lipstick
Popstar Clips in Sweet Berry Dot
¥6,100
Baby Super Bloom Clip Set in Jelly Peach
model wearing Baby Super Bloom Clip Set in Jelly Cloud and Jelly Lemon and Jelly Peach in hair
Baby Super Bloom Clip Set in Jelly Peach
¥2,500
Baby Super Bloom Clip Set in Jelly Lemon
model wearing Baby Super Bloom Clip Set in Jelly Cloud and Jelly Lemon and Jelly Peach in hair
Baby Super Bloom Clip Set in Jelly Lemon
¥2,500
Hair Pin in Lychee Baby
assorted emi jay hair accessories on sand
Hair Pin in Lychee Baby
¥4,300
Hair Pin in Tortoise Hibiscus
model wearing Hair Pin in Tortoise Hibiscus in hair and big effing clip in tortoise clipped to pink bikini top
Hair Pin in Tortoise Hibiscus
¥4,300
Award Winner
Award Winner
Bamboo Paddle Brush in Lychee Baby
model wearing hair pin brushes hair with Bamboo Paddle Brush in Lychee Baby
Bamboo Paddle Brush in Lychee Baby
¥9,600
Terry Pouch in Lychee Baby
model wearing hair towel looking inside Terry Pouch in Lychee Baby next to aura hair + body mist in lychee baby, hair clips, and brush
Terry Pouch in Lychee Baby
¥6,400
On The Way Vanity Case
closeup of models holding Angel Hold and On The Way Vanity Case
On The Way Vanity Case
¥12,500
Award Winner
Big Effing Clip in Morning Angel
assorted emi jay hair care and accessories in vanity case
Big Effing Clip in Morning Angel
¥6,800
Best Seller
Sweetheart Clip in Blush Drop
emi jay hair care and accessories with polaroids from Angel Hold photoshoot and headphones
Sweetheart Clip in Blush Drop
¥6,400
Best Seller
Sweetheart Clip in Lilac Sky
assorted emi jay sweetheart clips and angel hold
Sweetheart Clip in Lilac Sky
¥6,400
Award Winner
Big Effing Clip in Twilight Angel
model wearing Big Effing Clip in Twilight Angel while having makeup applied
Big Effing Clip in Twilight Angel
¥6,800
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