# Hair Accessory Distribution Partnerships Emi Jay Expands into Sephora with New Hair Products By Georgia Wray Norsten | Published 2025-02-11 | Fashion Source: Trend Hunter, https://www.trendhunter.com/trends/emi-jay References: [wwd](https://wwd.com/beauty-industry-news/hair/emi-jay-sephora-hair-care-accessories-1236906578/) & [emijay](https://www.emijay.com/en-ca?srsltid=AfmBOorjHwMBljbp3BhpJcbRz5DDkkBjaAX9JJ6EFbQYOQWGo_B5VSu0)  Emi Jay is making a major retail move, bringing its signature hair accessories and growing hair care line to [Sephora](https://www.trendhunter.com/trends/toasted-sugar-aura-hair). Launching in 390 locations and online, this partnership marks the first time the brand’s hair care products will be available in physical stores, giving customers an in-person experience of the Emi Jay world. Known for stylish, high-quality hair accessories, Emi Jay has built a loyal following through retailers like [Revolve](https://www.trendhunter.com/trends/echo-frame), [Anthropologie](https://www.trendhunter.com/trends/anthropologie-2), and Fwrd. Now, the brand is stepping into Sephora’s 'Next Big Thing' wall display, highlighting both accessories and its expanding hair care range. The collection includes bestsellers like the 'Angelstick,' a sleek styling essential that has seen impressive year-over-year growth, and the 'Hydrating Hair Mask.' The Sephora launch also introduces the brand-new 'Aura Hair Mist,' designed to add shine and scent in a single spritz. This collaboration brings Emi Jay closer to new customers and cements its place as a rising name in the hair care space. With more seasonal launches on the horizon, the brand’s presence at Sephora is just the beginning. Image Credit: Emi Jay ## Trend Insights (Trend Hunter) - Score: 6.5/10 - Popularity: 78% | Activity: 82% | Freshness: 35% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Fashion](https://www.trendhunter.com/fashion) > [Cosmetics](https://www.trendhunter.com/cosmetics) ## Key Themes ### Key Themes Behind This Trend - **In-store Experience Revival:** Brands are leveraging retail partnerships to offer physical touchpoints that elevate the customer experience beyond digital interactions. - **Multi-channel Brand Expansion:** Collaborations with well-known retailers allow emerging brands to tap into new customer bases while solidifying their market presence. - **Innovative Hair Care Products:** New product launches with unique selling points, like fragrance or enhanced shine, are capturing consumer interest and driving category growth. ### Where This Applies - **Beauty Retail:** Expanding hair care lines within established beauty stores allows brands to capitalize on the popularity of comprehensive personal care solutions. - **Fashion Accessories:** High-quality, stylish hair accessories are gaining traction as essential fashion elements, propelling this segment into broader retail spaces. - **E-commerce Platforms:** Online availability in conjunction with physical retail presence can create synergy, fostering better brand reach and enhanced sales performance. ## Related on Trend Hunter - [Hydrating Hair Fragrances](https://www.trendhunter.com/trends/toasted-sugar-aura-hair.md) - [Hairstylist-Approved Brand Launches](https://www.trendhunter.com/trends/roz-launches-at-sephora.md) - [Hair Product Retail Expansions](https://www.trendhunter.com/trends/hallo-hair-ulta-beauty.md) - [Hair Care Retail Expansions](https://www.trendhunter.com/trends/amazon-storefront.md) - [Beauty Retailer Partnerships](https://www.trendhunter.com/trends/olive-young-x-sephora.md) - [Hair Brand Launches](https://www.trendhunter.com/trends/alli-webb-launches-messy-hair-care.md) - [Breakthrough Beauty Brand Expansions](https://www.trendhunter.com/trends/rhode-launches-in-sephora.md) - [Hair Care Retail Expansions](https://www.trendhunter.com/trends/bumble-and-bumble.md) - [Co-Branded Frizz Control Kits](https://www.trendhunter.com/trends/mane-x-ouai-the-antifrizz-kit.md)