The Emi Jay women have spoken, and claw clips are right here to remain.
Hair care and equipment model Emi Jay has bought a couple of million of its signature hair clips, which have attained cult standing with the model’s devoted prospects, together with Gigi Hadid, Hailey Bieber and Kendall Jenner.
What some could have seen as a fleeting development — claw clips began to see an uptick through the COVID-19 pandemic, as shoppers needed a option to really feel extra put collectively at residence — Emi Jay’s success has confirmed they’re a staple for shoppers.
“It reveals the will and the urge for food for what’s an on a regular basis staple in such an elevated method. This proves a case that ladies need to have enjoyable, and that we’re the model that delivers on a lot extra than simply being a practical a part of your day,” stated chief advertising officer Claudia Leon.
Founder Julianne Goldmark added: “It’s a testomony that the claw clip is right here to remain.”
Along with surpassing this milestone, the self-funded model can be on observe to succeed in between $15 million and $25 million in income in 2025, having grown 133 % year-over-year, per trade sources.
Whereas celeb followers helped catapult the model’s success, Goldmark has maintained the hype round claw clips by tapping into development forecasting throughout style and colour and launching limited-edition collections round main moments like vacation. For instance, Goldmark hopped on the butter yellow development earlier this 12 months, releasing a hair towel within the fashionable hue along side the launch of Emi Jay’s Heavenly Hair Milk at $40. Prospects also can customise their very own brushes and clips.
“I do really feel that our prospects get excited every time. It’s not like we’re doing the identical factor time and again,” stated Goldmark. “It actually does really feel distinctive and completely different every launch.”
Emi Jay merchandise.
Courtesy of Emi Jay
Whereas Emi Jay acquired its begin with claw clips, which now are available in quite a lot of colours, designs and sizes, it additionally has a line of hair care and extra instruments like brushes. Nonetheless, just like the claw clips, the hair care line has an Emi Jay twist. For Goldmark, every little thing is for “the busy lady with locations to be.” Subsequently, the merchandise primarily revolve round fast and straightforward styling.
“The extra easy the product, the extra success we’ve had,” Goldmark stated.
Styling hits have included the model’s first product exterior of equipment: Angelstick, $38, a hair styling stick, and now the Aura Hair + Physique Mist, $24, as perfume continues to dominate within the magnificence class. Emi Jay’s Aura Hair + Physique Mist in Toasted Sugar, particularly, has been successful, as gourmand scents stay scorching — the product bought out on Sephora.com inside six days, exceeding the model’s forecast by 302 %.
Emi Jay Aura Hair + Physique Mist
“Between the brushes and the clips and the liquids, we’ve seen women throughout social media constructing this little Emi Jay hair wardrobe,” stated Goldmark, noting Emi Jay additionally launches distinctive equipment to coincide with every hair care launch. “There’s at all times issues so as to add… Our common cart dimension is round $75 so the shopper is buying a liquid and a brush and a clip, or a liquid and a clip, or a liquid and a brush.”
The cross-category strategy has confirmed particularly profitable at Sephora, its key retail companion.
”Quite a lot of the enterprise that we carry to Sephora is a ton of incrementality,” stated Leon. ”We’re a site visitors driver into Sephora [for accessories.]”
Whereas the clips are straightforward for shoppers so as to add to their cart when buying at Sephora, the hair care gadgets have additionally taken share. Emi Jay’s Angelstick is the model’s number-one vendor on the retailer. In accordance with the workforce, instruments, clips and merchandise are continually competing for the highest spot throughout channels, exhibiting equal curiosity throughout classes.
That being stated, its success in Sephora hasn’t impacted the model’s direct-to-consumer enterprise, which is informing how the workforce is considering its retail technique.
”Now we have not seen cannibalization from Sephora,” stated Leon. ”Now we have die-hard loyalists who need increasingly and extra. For us, will probably be a differentiation technique between .com and Sephora, so what we carry to Sephora being distinctive. They’re our unique companion for liquids, so [we’re focusing on the] worth propositions that we carry to Sephora.”
To take care of the model’s hype, one in every of Goldmark’s key methods revolves round shifting on the velocity of tradition. For instance, Goldmark and her workforce just lately seen that women on social media have been sharing vacation reward guides that includes Emi Jay a lot sooner than years earlier than, so that they hopped on the development, tapping creator Julia Mervis for a themed shoot. Moreover, Emi Jay has posted its personal reward guides on its Instagram tales, together with one for stocking stuffers and items beneath $50.
Along with all of this, Goldmark attributes the model’s success to the considerably indescribable world and vibe of Emi Jay women that she has cultivated. It’s resulted in a groundswell of user-generated content material, preserving the model within the highlight.
”It has turn out to be a tremendous hair staple in so many individuals’s routines internationally, regardless of who you’re or the place you’re going,” Goldmark stated.
