{"id":44903,"date":"2026-06-16T21:42:52","date_gmt":"2026-06-16T21:42:52","guid":{"rendered":"https:\/\/bookingagentinfo.com\/news\/?p=44903"},"modified":"2026-06-16T21:43:08","modified_gmt":"2026-06-16T21:43:08","slug":"peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign","status":"publish","type":"post","link":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/","title":{"rendered":"Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">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&#8217;s splashy debut campaign, &#8220;What the h.e.l.f.?&#8221; <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">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&#8217;s new products. <\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"What the h.e.l.f.? e.l.f. Hair is here!\" width=\"500\" height=\"281\" src=\"https:\/\/www.youtube.com\/embed\/uk2KmRlx7eA?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\">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.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It&#8217;s the first collaboration between List and e.l.f., a brand known for high-impact celebrity campaigns, previously tapping <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/jennifer-coolidge\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Jennifer Coolidge<\/a> for its 2023 Super Bowl debut and <a href=\"https:\/\/bookingagentinfo.com\/celebrity\/melissa-mccarthy\/endorsements\/\" target=\"_blank\" rel=\"noreferrer noopener\">Melissa McCarthy<\/a> for its Super Bowl LX spot in February 2026. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Much like <a href=\"https:\/\/bookingagentinfo.com\/news\/lily-collins-fronts-new-hair-care-campaign-for-roz\/\" target=\"_blank\" rel=\"noreferrer noopener\">Lily Collins&#8217; recent move into hair care for Roz<\/a>, List&#8217;s involvement signals a growing celebrity appetite for the hair wellness space.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For List, beauty partnerships are personal territory. The <em>School Spirits<\/em> 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. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">She also recently made her theatrical debut as Heather Chandler in <em>Heathers The Musical<\/em> off-Broadway (January 2026), rounding out one of the busiest stretches of her career. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The trend of beauty brands partnering with culturally relevant actresses isn&#8217;t slowing, as seen when <a href=\"https:\/\/bookingagentinfo.com\/news\/crystal-renee-hayslett-partners-with-ors-hair-care-on-new-collection\/\" target=\"_blank\" rel=\"noreferrer noopener\">Crystal Renee Hayslett teamed with ORS Hair Care<\/a> earlier this year. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Takeaways<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">e.l.f.&#8217;s move into hair is one of beauty&#8217;s most strategically timed category expansions in recent memory. The brand didn&#8217;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. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Tapping Peyton List makes perfect sense: she&#8217;s not a passive endorser but a hands-on beauty founder herself, which gives the &#8220;e.l.f.fordable luxury&#8221; message real credibility. And Bigfoot? Pure social bait, exactly the kind of absurd, shareable creative that e.l.f. has made its signature.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">For List, this partnership adds a major brand moment to an already packed 2026. Between <em>School Spirits<\/em> Season 2, a Broadway debut, and now e.l.f. Hair, she&#8217;s quietly becoming one of the most multi-dimensional young talents in the industry.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Can e.l.f. Hair carve out meaningful shelf space in a haircare market dominated by L&#8217;Or\u00e9al and P&amp;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?<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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&#8217;s splashy debut campaign, &#8220;What the h.e.l.f.?&#8221; The campaign, created by Tombras and directed by Ulf Johansson, follows List and TikTok creator Yonna Jay on a wilderness adventure [&hellip;]<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[25,14,11,17],"tags":[],"class_list":["post-44903","post","type-post","status-publish","format-standard","hentry","category-beauty","category-campaigns","category-endorsements","category-film-tv"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign\" \/>\n<meta property=\"og:description\" content=\"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&#8217;s splashy debut campaign, &#8220;What the h.e.l.f.?&#8221; The campaign, created by Tombras and directed by Ulf Johansson, follows List and TikTok creator Yonna Jay on a wilderness adventure [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/\" \/>\n<meta property=\"og:site_name\" content=\"Booking Agent Info News\" \/>\n<meta property=\"article:published_time\" content=\"2026-06-16T21:42:52+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2026-06-16T21:43:08+00:00\" \/>\n<meta name=\"author\" content=\"Timeyin Mammah\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@EvergreenWrites\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Timeyin Mammah\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/","og_locale":"en_US","og_type":"article","og_title":"Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign","og_description":"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&#8217;s splashy debut campaign, &#8220;What the h.e.l.f.?&#8221; The campaign, created by Tombras and directed by Ulf Johansson, follows List and TikTok creator Yonna Jay on a wilderness adventure [&hellip;]","og_url":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/","og_site_name":"Booking Agent Info News","article_published_time":"2026-06-16T21:42:52+00:00","article_modified_time":"2026-06-16T21:43:08+00:00","author":"Timeyin Mammah","twitter_card":"summary_large_image","twitter_creator":"@EvergreenWrites","twitter_misc":{"Written by":"Timeyin Mammah","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/#article","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/"},"author":{"name":"Timeyin Mammah","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6"},"headline":"Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign","datePublished":"2026-06-16T21:42:52+00:00","dateModified":"2026-06-16T21:43:08+00:00","mainEntityOfPage":{"@id":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/"},"wordCount":501,"commentCount":0,"publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"articleSection":["Beauty","Campaigns","Endorsement Deals","Film\/TV"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/#respond"]}],"copyrightYear":"2026","copyrightHolder":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"}},{"@type":"WebPage","@id":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/","url":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/","name":"Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign","isPartOf":{"@id":"https:\/\/bookingagentinfo.com\/news\/#website"},"datePublished":"2026-06-16T21:42:52+00:00","dateModified":"2026-06-16T21:43:08+00:00","breadcrumb":{"@id":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/"]}]},{"@type":"BreadcrumbList","@id":"https:\/\/bookingagentinfo.com\/news\/peyton-list-and-yonna-jay-star-in-e-l-f-hairs-what-the-h-e-l-f-campaign\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/bookingagentinfo.com\/news\/"},{"@type":"ListItem","position":2,"name":"Peyton List and Yonna Jay Star in e.l.f. Hair\u2019s \u201cWhat the h.e.l.f.?\u201d Campaign"}]},{"@type":"WebSite","@id":"https:\/\/bookingagentinfo.com\/news\/#website","url":"https:\/\/bookingagentinfo.com\/news\/","name":"Booking Agent Info News","description":"","publisher":{"@id":"https:\/\/bookingagentinfo.com\/news\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/bookingagentinfo.com\/news\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Organization","@id":"https:\/\/bookingagentinfo.com\/news\/#organization","name":"Booking Agent Info News","url":"https:\/\/bookingagentinfo.com\/news\/","logo":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/","url":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","contentUrl":"https:\/\/bookingagentinfo.com\/news\/wp-content\/uploads\/2023\/10\/logo-2.png","width":396,"height":274,"caption":"Booking Agent Info News"},"image":{"@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/logo\/image\/"}},{"@type":"Person","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/7f77b56ef3d8294c3f63279ba9ad5ed6","name":"Timeyin Mammah","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/bookingagentinfo.com\/news\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/5248b70a412589f5d9580574f841d56dd3a1f83644275960402105a9f8bfa498?s=96&d=mm&r=g","caption":"Timeyin Mammah"},"description":"Timeyin Mammah is a sports and entertainment writer with bylines in The Difference News, The Pointer Newspaper, Business Hallmark, and The Diplomat. Timeyin specializes in celebrity news, entertainment coverage, and sports analysis, delivering engaging stories that capture the pulse of popular culture","sameAs":["https:\/\/x.com\/EvergreenWrites"],"url":"https:\/\/bookingagentinfo.com\/news\/author\/mammahtimeyingmail-com\/"}]}},"_links":{"self":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/44903","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/users\/10"}],"replies":[{"embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/comments?post=44903"}],"version-history":[{"count":4,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/44903\/revisions"}],"predecessor-version":[{"id":44907,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/posts\/44903\/revisions\/44907"}],"wp:attachment":[{"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/media?parent=44903"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/categories?post=44903"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/bookingagentinfo.com\/news\/wp-json\/wp\/v2\/tags?post=44903"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}