The Californian cosmetics group e.l.f.-Beauty is entering the hair care market with the launch of e.l.f.-Hair. The new product range, comprising six vegan, cruelty-free products, was developed in response to requests from the community and following two years of development. The range includes shampoo, conditioner, hair oil, anti-frizz spray and two styling products, and, according to the company, is designed to offer high quality at prices of no more than ten US dollars. Earlier this year, e.l.f. tested the two limited-edition styling products – Power Grip Styling Wand and Power Grip Hair Gel plus a brush set – and received positive feedback. Founded in 2004, the company is internationally renowned for its affordable, vegan and cruelty-free make-up and skincare products. Further information …