- Peyton List fronts "What the h.e.l.f.?", the debut campaign for e.l.f. Hair, the brand's first-ever foray into haircare, launching with six prestige-quality products at accessible price points.
- The campaign, created by agency Tombras and co-starring TikTok creator Yonna Jay and a Bigfoot character played by Robert Strange, blends absurd humor with self-expression to introduce the new line.
- e.l.f. Hair products are available at Target and TikTok Shop, with an additional brand activation running inside Roblox.
- This is Peyton List's first campaign with e.l.f. Beauty, marking a new beauty partnership for the actress who is best known in the brand space for founding her own clean beauty label, Pley Beauty.
Peyton List is stepping into a new beauty lane. e.l.f. Beauty officially launched e.l.f. Hair on June 15, 2026, and List is at the center of the brand’s splashy debut campaign, “What the h.e.l.f.?”
The campaign, created by Tombras and directed by Ulf Johansson, follows List and TikTok creator Yonna Jay on a wilderness adventure where they encounter a surprisingly well-groomed Bigfoot, played by Robert Strange, who steals the photo shoot after discovering the brand’s new products.
The six-piece collection includes shampoo, conditioner, a treatment oil, styling spray, styling cream, and a styling cream wand, all available at Target and TikTok Shop, with a Roblox activation running alongside the launch.
It’s the first collaboration between List and e.l.f., a brand known for high-impact celebrity campaigns, previously tapping Jennifer Coolidge for its 2023 Super Bowl debut and Melissa McCarthy for its Super Bowl LX spot in February 2026.
Much like Lily Collins’ recent move into hair care for Roz, List’s involvement signals a growing celebrity appetite for the hair wellness space.
For List, beauty partnerships are personal territory. The School Spirits star and producer, whose Paramount+ series returned for a well-received second season in early 2026, founded her own clean beauty label, Pley Beauty, and has worked with Fendi on fashion partnerships.
She also recently made her theatrical debut as Heather Chandler in Heathers The Musical off-Broadway (January 2026), rounding out one of the busiest stretches of her career.
The trend of beauty brands partnering with culturally relevant actresses isn’t slowing, as seen when Crystal Renee Hayslett teamed with ORS Hair Care earlier this year.
Takeaways
e.l.f.’s move into hair is one of beauty’s most strategically timed category expansions in recent memory. The brand didn’t just slap its name on a shampoo, it built a full campaign ecosystem spanning TikTok Shop, Target, and even Roblox, speaking fluently to Gen Z on their actual turf.
Tapping Peyton List makes perfect sense: she’s not a passive endorser but a hands-on beauty founder herself, which gives the “e.l.f.fordable luxury” message real credibility. And Bigfoot? Pure social bait, exactly the kind of absurd, shareable creative that e.l.f. has made its signature.
For List, this partnership adds a major brand moment to an already packed 2026. Between School Spirits Season 2, a Broadway debut, and now e.l.f. Hair, she’s quietly becoming one of the most multi-dimensional young talents in the industry.
Can e.l.f. Hair carve out meaningful shelf space in a haircare market dominated by L’Oréal and P&G, or is this a brand extension that stretches too far? Is the Bigfoot creative gimmick enough to drive repeat purchases, or does the product quality need to do the heavy lifting once the buzz fades?
