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
Aura Hair + Body Mist™ in Mochi Milk
A styled scent graphic for a mochi milk scent, featuring a translucent glass plate with pastel mochi, peach slices, vanilla pods, and marshmallows on a pale pink background. Text on the left lists top and bottom notes of the fragrance.
Aura Hair + Body Mist™ in Mochi Milk
$24
New + Limited Edition
DedCool x Emi Jay Mochi Milk Gift Set in Yellow Mochi Sky
DedCool x Emi Jay Mochi Milk Gift Set in Yellow Mochi Sky
DedCool x Emi Jay Mochi Milk Gift Set in Yellow Mochi Sky
$74 $59
New + Limited Edition
Big Effing Clip in Pink Mochi Sky
model wearing Big Effing Clip in Pink Mochi Sky while looking at display of mochis and mists
Big Effing Clip in Pink Mochi Sky
$38
New + Limited Edition Exclusive
Sweet Dreams Silk Scrunchie in Mint Mochi Sky
model holding aura hair + body mist while wearing Sweet Dreams Silk Scrunchie in Mint Mochi Sky on wrist
Sweet Dreams Silk Scrunchie in Mint Mochi Sky
$32
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™
$48
Sold Out Last Year!
Aura Hair + Body Mist in Toasted Sugar
Aura Hair + Body Mist toasted sugar scent Top: Spun Sugar, Sweet Vanilla, Bergamot Zest Middle: Shea Butter, Waterlily, Yellow Daffodil Bottom: Tonka Bean, Amber Mist, Delicate Musk
Aura Hair + Body Mist™ in Toasted Sugar
$24
Save 16% Exclusive
The Toasted Sugar Bundle Aura Hair + Body Mist + Dream Crème
the toasted sugar bundle
The Toasted Sugar™ Bundle
$72 $60
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
$36
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
$70
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
$70
New + Limited Edition Back in Stock
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
$38
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
$36
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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
$44
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
$44
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
$16
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
$36
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Waitlist
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
$38
Award Winner
New + Limited Edition
Heavenly Blowout Gift Set
Heavenly Blowout Gift Set standing up
Heavenly Blowout Gift Set
$94 $74
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
$38
New + Limited Edition
Sweet and Sleek Styling Gift Set in Snow Sugar
mini boar brush in snow sugar with angelstick
Sweet and Sleek Styling Gift Set in Snow Sugar
$86 $64
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
$36
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Waitlist
New + Limited Edition
Infinity Headband in Oat Latte Knit
model wearing Infinity Headband in Oat Latte Knit
Infinity Headband in Oat Latte Knit
$18
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
$36
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
$38
Sold Out Last Year!
Angelstick® and Mini Boar Bristle Brush in Pink Sugar Sweet and Sleek Styling Kit
mini boar brush and angelstick with sweet and sleek box
Sweet and Sleek Styling Gift Set in Pink Sugar
$86 $64
New + Limited Edition
Infinity Headband in Dream Cloud Knit
model wearing Infinity Headband in Dream Cloud Knit
Infinity Headband in Dream Cloud Knit
$18
New + Limited Edition
Popstar Clips in Bedtime Angel
olivia jade wearing Popstar Clips in Bedtime Angel in hair
Popstar Clips in Bedtime Angel
$34
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
$36
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
$38
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
$54
New + Limited Edition
Bristle view of Mini Boar Bristle Brush in Toasted Sugar.
olivia jade brushing hair with mini boar brush while wearing popstar clips
Mini Boar Bristle Brush in Toasted Sugar
$48
New + Limited Edition
Flat Hair Brush in Toasted Sugar
Assorted Emi Jay hair brushes with Aura Hair + Body Mist in Toasted Sugar on bed.
Flat Brush in Toasted Sugar
$52
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
$36
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Waitlist
New + Limited Edition
Infinity Headband in Heather Cloud Knit
model wearing Infinity Headband in Heather Cloud Knit
Infinity Headband in Heather Cloud Knit
$18
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
$16
New + Limited Edition
Infinity Headband in Cookie Crumbs Knit
olivia jade wearing Infinity Headband in Cookie Crumbs Knit
Infinity Headband in Cookie Crumbs Knit
$18
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
$16
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
$36
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
$16
New + Limited Edition Exclusive
Holiday 2026 Sticker Pack
Holiday 2026 Sticker Pack
$6
New + Limited Edition Exclusive
Bedtime Angel Socks
model wearing Bedtime Angel Socks
Bedtime Angel Socks
$18
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
$36
New + Limited Edition
Sweetheart Hair Claw Clip in Vanilla Chai
Model wearing Sweetheart Clip in Vanilla Chai in hair.
Sweetheart Clip in Vanilla Chai
$36
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
$36
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
$24
Award Winner
Aura Hair + Body Mist in Lychee Baby
Aura Hair + Body Mist in lychee baby scent top notes lychee strawberry lemon bergamot middle notes jasmine caramel cherry mandarin bottom notes musk vanilla amber sweet almond moss
Aura Hair + Body Mist™ in Lychee Baby
$24
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
$120 $96
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
$68 $48
Limited Edition New
Cosa Ceramica x Emi Jay Vanity Tray in Pink Daisy
Cosa Ceramica x Emi Jay Vanity Tray in Pink Daisy with assorted emi jay hair care and accessories
Cosa Ceramica x Emi Jay Vanity Tray
$175
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
$34
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
$38
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™
$40
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
$38
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Waitlist
Aura Hair + Body Mist™ in Angel Wings
our signature scent angel wings top note ambrette cozy warm sweet middle note musk powdery wood clean bottom note ambrox fresh soft creamy hover
Aura Hair + Body Mist™ in Angel Wings
$24
Award Winner
Dream Crème™
Dream Crème topless
Dream Crème™
$44
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
$38
Eyelet Pouch in Blanc Daisy
model taking aura mist in lychee baby out of Eyelet Pouch in Blanc Daisy
Eyelet Pouch in Blanc Daisy
$38
Back in stock
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
$32
Head Scarf in Citrine
model sitting and covering face while wearing head scarf
Head Scarf in Citrine
$22
Pointelle Headband in Azure
Big Effing Clip in Blue Fleur Eyelet with hair care and accessories
Pointelle Headband in Azure
$18
Pointelle Headband in Milk
model wearing Pointelle Headband in Milk
Pointelle Headband in Milk
$18
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
$38
Limited Edition Exclusive
Big Effing Clip in Buttercream Bride
Big Effing Clip in Bride
$88
Join 
Waitlist
Limited Edition Exclusive
Aura Hair + Body Mist™ Keychain
closeup of charms
Aura Hair + Body Mist™ Keychain
$28
Exclusive
Aura Hair + Body Mist™ Bundle
Aura Hair + Body Mist™ Bundle
Aura Hair + Body Mist™ Bundle
$72 $56
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
$36
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
$36
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
$36
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
$36
Sweetheart Clip in Citrus Baby Bloom
model clipping Sweetheart Clip in Citrus Baby Bloom in hair
Sweetheart Clip in Citrus Baby Bloom
$36
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
$36
Award Winner Limited Edition
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
$38
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
$38
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
$36
Popstar Clips in Hibiscus Beach
model laying in bed wearing Popstar Clips in Hibiscus Beach in hair
Popstar Clips in Hibiscus Beach
$18
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
$38
Sweetheart Clip in Berry Beach Club
model wearing Sweetheart Clip in Berry Beach Club in hair
Sweetheart Clip in Berry Beach Club
$36
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
$30
Super Bloom Clip in Beach Club
assorted beach club red hair clips
Super Bloom Clip in Beach Club
$16
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
$16
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