Emi Jay, a hair care and accessories brand, has not just tapped into a trend but transformed claw clips into a lasting hair accessory staple. With over one million of their iconic clips sold, the brand boasts a devoted celebrity following, including names like Gigi Hadid, Hailey Bieber, and Kendall Jenner. This once-brief trend gained momentum during the COVID-19 pandemic when many sought comfort and style while staying at home. The versatile claw clip quickly found its place as a necessary accessory, challenging perceptions of it being a mere fashion fad.
Claudia Leon, the brand’s Chief Marketing Officer, emphasizes how Emi Jay has elevated everyday hair care into something more fun and stylish. “The appetite for this staple reflects a broader desire among women for practical yet chic options,” she explained. Founder Julianne Goldmark echoed that sentiment, confidently asserting that the claw clip is here to stay. Their impressive success is underscored by strong revenue projections, estimating between $15 million and $25 million in sales by 2025, showcasing a remarkable growth rate of 133% year-on-year.
While celebrity endorsements certainly played a role in promoting Emi Jay, the brand’s ongoing success is equally attributed to adept trend forecasting. Goldmark has strategically launched limited-edition collections aligned with current fashion trends, like their recent butter yellow hair towel, ensuring the product range stays fresh and appealing. With every new launch, whether it’s an innovative hair accessory or styling product, customers feel a sense of excitement as each one brings something unique, elevating their everyday routines.
Beyond claw clips, Emi Jay has expanded into a variety of hair care products, including brushes and styling aids, all designed for the busy individual. Goldmark believes that simplicity is key: “The more straightforward the product, the more successful it is.” Their signature styling stick, Angelstick, and the popular Aura Hair + Body Mist have both been embraced by consumers, with the latter selling out online shortly after launch—an impressive feat that highlights the appetite for modern beauty solutions.
Emi Jay’s cross-category approach has created a new “hair wardrobe” for its customers, blending accessories with hair care. On average, customers spend about $75 per order, often selecting multiple items that complement each other. Their collaboration with Sephora has proven advantageous, drawing shoppers into the store and boosting both accessory and hair care sales. Customers value the exclusive offerings available at Sephora, and despite strong retail growth, their direct-to-consumer business remains robust, creating a loyal customer base eager for more.
Lastly, maintaining momentum in a fast-paced market requires agility. Goldmark recognizes the power of social media and consumer trends. By staying attuned to cultural moments—such as the early onset of holiday shopping—Emi Jay effectively leverages creator partnerships for themed promotions and targeted content. This attention to community feedback helps sustain a vibrant brand identity. Goldmark highlights that Emi Jay has developed a unique vibe and culture around its products, leading to an outpouring of user-generated content, solidifying their place as an essential hair accessory for countless individuals.
