Emi Jay: The Claw Clip Revolution That’s Here to Stay

Claw Clips: The Timeless Trend That’s Here to Stay

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In a world where fashion trends come and go, one accessory has clawed its way into the hearts of many: the claw clip. Emi Jay, a hair care and accessories brand, has officially sold over one million of its signature clips, solidifying their status as a must-have item for style-savvy consumers. Celebrities like Gigi Hadid, Hailey Bieber, and Kendall Jenner have all embraced this chic hair accessory, proving that claw clips are more than just a passing fad.

Initially gaining traction during the COVID-19 pandemic, claw clips offered a simple yet stylish solution for those looking to elevate their at-home looks. “It shows the desire and the appetite for what is an everyday staple in such an elevated way,” said Claudia Leon, chief marketing officer of Emi Jay. “This proves a case that women want to have fun, and that we’re the brand that delivers on so much more than just being a functional part of your day.”

Founder Julianne Goldmark echoed this sentiment, stating, “It’s a testament that the claw clip is here to stay.” With a projected revenue of $15 million to $25 million by 2025 and a remarkable 133% year-over-year growth, Emi Jay is proving that the claw clip is not just a trend but a staple in modern hair care.

A Trend That Keeps Evolving

Emi Jay has successfully maintained the hype around claw clips by tapping into trend forecasting and launching limited-edition collections that coincide with major moments, such as holidays. Earlier this year, the brand launched a hair towel in the trendy butter yellow hue, alongside its new Heavenly Hair Milk. “I do feel that our customers get excited each time. It’s not like we’re doing the same thing over and over,” Goldmark noted.

While claw clips remain the brand’s flagship product, Emi Jay has expanded its offerings to include hair care items and styling tools, all designed for the “busy girl with places to be.” The brand’s Angelstick, a hair styling stick priced at $38, and the Aura Hair + Body Mist, available for $24, have both seen significant success, with the latter selling out on Sephora.com within six days.

Building a Community of Emi Jay Girls

The brand’s unique approach has fostered a community of devoted fans who are eager to build their “Emi Jay hair wardrobe.” “Between the brushes and the clips and the liquids, we’ve seen girls across social media building this little Emi Jay hair wardrobe,” Goldmark explained. The average cart size at Emi Jay is around $75, indicating that customers are not just purchasing one item but are keen to explore the entire range.

Emi Jay’s partnership with Sephora has further amplified its reach, with the brand driving traffic to the retailer while maintaining a strong direct-to-consumer presence. “We have not seen cannibalization from Sephora,” Leon stated, emphasizing the loyalty of their customer base.

Staying Ahead of the Curve

To keep the momentum going, Emi Jay is committed to moving at the speed of culture. Recently, the brand noticed a surge in social media posts featuring holiday gift guides, prompting them to create their own themed content. This proactive approach has kept Emi Jay at the forefront of consumer trends.

Goldmark attributes much of the brand’s success to the vibrant community of Emi Jay girls, who continuously generate user content and keep the brand in the spotlight. “It has become an amazing hair staple in so many people’s routines across the world, no matter who you are or where you’re going,” she said.

As claw clips continue to dominate the hair accessory market, Emi Jay stands as a testament to the power of innovation, community, and a keen understanding of consumer desires. With their sights set on the future, it’s clear that the claw clip is not just a trend—it’s a timeless accessory that’s here to stay.