Bigfoot may have avoided cameras, scientists and curious hikers for decades, but he could not escape a good beauty routine.
In the new campaign with which e.l.f. enters the haircare category, the mythical forest creature gets what he had apparently been missing all along: anti-frizz spray, shiny locks and enough confidence to turn the forest into his own runway. The campaign is called “What the h.e.l.f?”, and was created by agency Tombras.
The film, directed by Ulf Johansson, follows an unkempt Bigfoot who finds a bottle of e.l.f. anti-frizz styling spray in the forest. What begins as a chance encounter with the product quickly turns into a complete transformation. His untamed fur becomes a luxurious mane, his walk turns into a confident strut, and the quiet forest becomes an absurd beauty scene.
The spot features Peyton List, Yonna Jay and Robert Strange as Bigfoot, while the tone of the campaign remains faithful to what e.l.f. has become known for in recent years: fast, witty, slightly bizarre and fully aware of the culture in which it appears. The idea is simple, but effective. A good hair day does not only change a hairstyle, but also the way a person moves, behaves and sees themselves. In this case, even when that person has much more hair than the average consumer.
The new e.l.f. Hair line includes six products: shampoo, conditioner, treatment oil, anti-frizz spray and two styling products. Prices range from $6 to $10, allowing the brand to continue building its position as an affordable, trend-driven and digitally active player in the beauty industry.
For e.l.f., the move into haircare is not an isolated step, but a continuation of the brand’s expansion beyond makeup. The company says the decision came after signals from its community, with 77 percent of e.l.f. consumers expressing interest in haircare products. The brand had previously tested the space with a limited drop of two styling products, which attracted attention on social media and brought in new customers.
“Our community does more than influence what we do, they help shape it,” said Kory Marchisotto, president of e.l.f. Brands. “We take their insights and turn them into something meaningful, with a little wit and a lot of intention. This is just the beginning of e.l.f. Hair and we will continue to listen to the signals the community sends us on what they want next.”
The campaign does not stop at classic digital and social placement. e.l.f. is also bringing its new haircare universe into Roblox, through its e.l.f. UP! experience. From June 19, players can expand their virtual beauty businesses through a haircare update, use new crafting stations, explore a dedicated haircare section called Glow UP! and customize avatars with new digital accessories tied to the launch.
The move fits well into the brand’s broader strategy, as it has been building a connection with Gen Z and millennial consumers for years through social media, pop culture and campaigns that do not try to look too serious. e.l.f. previously collaborated with Liquid Death on a gothic musical spot, invited Jennifer Coolidge to practice her dolphin impression and enlisted Meghan Trainor in a campaign about a “glow storm.”
From 13 makeup products launched in 2004, e.l.f. has grown into a beauty company with more than 300 products. Today, it is the second-largest cosmetics brand in the U.S., and it closed fiscal year 2026 with net sales up 25 percent to $1.6 billion. The company also recently made a major acquisition of Rhode, the brand founded by Hailey Bieber, worth $1 billion. Rhode joined a portfolio that already includes Well People and the TikTok-viral skincare brand Naturium.
That is why Bigfoot in this campaign is not just a joke. He is a signal that e.l.f. intends to play by the same rules in its new category that have already taken it to the top: accessible pricing, a fast response to culture, community as a compass and enough absurdity to make sure the product does not go unnoticed.
