Hair accessories brand Emi Jay is embarking on a major retail partnership with Sephora.

The roughly 17-year-old brand is entering the beauty retailer on Tuesday, offering a selection of its popular hair accessories, hairbrushes and its full hair care line at 390 locations and the Sephora website. 

This is Emi Jay’s latest distribution partnership; however, it is the first time the brand is offering its hair care to customers at physical stores. The brand’s hair accessories are offered via retailers like Revolve, Fwrd, Anthropologie and others. 

“For me personally, it’s been a long-time goal,” said founder Julianne Goldmark. “Also, for our customers and our community, it’s been a goal of ours to have an in-store presence. We don’t own a store and we don’t do brick-and-mortar, so outside of our online shopping destination of emijay.com, it really allows people to feel the Emi Jay world and community in real life and try the products.” 

The Sephora partnership highlights Emi Jay’s hair care line, which it introduced in October 2023 with its first product: the Angelstick. According to Goldmark, Angelstick is the brand’s number-two stock keeping unit and has grown in sales 102 percent year-over-year. 

Emi Jay expanded its hair care category in July with its second product, a hydrating hair mask, and will introduce its third product, the Aura Hair Mist, in conjunction with the Sephora partnership. 

“It’s bringing a little bit of credibility, excitement and hype around our hair care line as well,” Goldmark said about the Sephora partnership. “It’s kind of inspiring because we’ll be acquiring so many new people that have never heard of the brand before, who try something new, pair their favorite brush with their favorite hair accessory and really get a feel for the full line.” 

At Sephora stores, Emi Jay will be showcased in the retailer’s “Next Big Thing” wall display, which is Sephora’s area for “rising indie brands,” according to Emi Jay. The display will evenly showcase Emi Jay’s hair care and accessories.

“We are thrilled to partner with Emi Jay and introduce their fan-favorite accessories and latest line of effective hair-care products exclusively to our clients,” said Jennifer Lucchese, vice president of hair-care merchandising at Sephora. “With their community-driven approach, Emi Jay is committed to offering effortless and on trend hair care accessories and products for all hair types, ages and backgrounds that promote self-expression, which we know will resonate with our Sephora community. We look forward to welcoming this brand as a part of our growing hair care assortment.” 

According to Emi Jay’s fractional chief marketing officer Claudia Allwood, the brand’s hair care comprises “a little below 10 percent” of the business; however, it’s seen as a promising category because it “has really high growth potential,” citing Angelstick’s growth numbers. She also stated the hair care is a “top acquisition sku for bringing new clients to the brand.” 

“The number-one goal is to really bring Emi Jay to the customer’s IRL,” Goldmark said. “Obviously, we’re a digital-first brand, so we know through our pop-ups and community activations that magical experience that people are craving and wanting to go in-person and experience their favorite brands and being able to touch and feel them.” 

Emi Jay has plans to expand its hair care category with more seasonal launches.