What Emi Jay does

Emi Jay is a Los Angeles-based, privately held consumer brand founded in 2009 by Julianne Goldmark that designs and sells hair accessories and hair care products directly to consumers. Its catalog spans a signature claw-clip line (Big Effing Clips, Sweetheart Clips, Popstar/Makeup Clips), scrunchies, headbands, hair pins, and handcrafted brushes and combs, alongside a growing hair care assortment including Angel Hold Styling Cream (heat protection to 450°F), Dream Crème hydrating mask, Halo Hair Oil, Heavenly Hair Milk, and the Aura Hair + Body Mist fragrance line. Products are positioned around "bold femininity" and clean-beauty attributes (Leaping Bunny certified, vegan, cruelty-free), with core product names registered as trademarks/brand identities.

The company operates an almost purely direct-to-consumer model, selling exclusively through its owned Shopify-based storefront (emijay.com) with no disclosed retail or third-party marketplace distribution. Revenue mechanics combine one-time unit sales (clips priced $12–$54, styling products $24–$54), premium custom/personalized accessories ($88–$140), gift sets and bundles, gift cards ($25–$200), and a subscribe-and-save recurring option (15% off) on consumable hair care such as Angel Hold, Dream Crème, Halo Hair Oil, and Heavenly Hair Milk. A free-shipping threshold at $150 incentivizes larger basket sizes. Customer segments are horizontal: women seeking premium hair accessories (primary), gift buyers (including bridal), and beauty/lifestyle content creators.

Go-to-market is product-led and heavily reliant on organic social and influencer/creator partnerships, particularly Instagram, supplemented by TikTok, Pinterest, YouTube, email, SMS, seasonal lookbooks, and the "Emi Jay Ladies" creator community. The brand has accumulated earned-media credibility through Vogue, Glamour, and Cosmopolitan features and industry awards from Harper's Bazaar (2026), Glamour (2024), and ELLE (2025). In December it ranked #8 among top hair care brands on social media per CreatorIQ, generating $6.1 million in earned media value, credited primarily to Instagram lifestyle creator partnerships.

Name

Emi Jay

Website

https://emijay.com

Company type

Private

Founded year

2009

Operating status

Operating

Headcount range

11–50 employees

Short description

Emi Jay is a Los Angeles direct-to-consumer hair brand that designs and sells claw clips, scrunchies, headbands, brushes, and hair care products online to women seeking premium accessories, gift buyers, and beauty content creators.

Ownership category

akta.pro rank

Product category

Hair Accessories & Hair Care

NAICS

Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Cosmetics, Beauty Supplies, and Perfume Retailers (45612)

SIC

Perfumes, Cosmetics & Other Toilet Preparations (2844), Soap, Detergents, Cleang Preparations, Perfumes, Cosmetics (2840)

akta.pro primary industry

Hair Accessories (Headbands, Clips, Scrunchies) (CRAAAJAI)

akta.pro secondary industries

Hair Brushes, Combs & Detangling Tools (CRABAKAG), Hair Fragrance & Finishing (Mists, Shine, Anti-frizz) (CRABABAM), Conditioners & Hair Masks (CRABABAB)

Keywords

• Hair accessories
• Hair care products
• Claw clips
• Styling products
• Hair tools

Headquarters

HQ city

Los Angeles

HQ country

United States

HQ region

North America

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D, Others

Revenue model

1. Direct-to-Consumer E-commerce: Primary revenue stream through emijay.com online store selling hair accessories and hair care products directly to consumers. Products include claw clips, scrunchies, brushes, styling creams, hair mists, and gift sets.
2. Subscription/Recurring Revenue: Subscribe and save option offering 15% off select products with automatic delivery. Available for Angel Hold Styling Cream, Dream Crème, Halo Hair Oil, and Heavenly Hair Milk.
3. Gift Cards: Electronic gift cards sold in denominations from $25 to $200, delivered via email and redeemable exclusively at emijay.com
4. Custom/Personalized Products: Custom hair accessories including personalized Big Effing Clips, flat brushes, mini boar bristle brushes, and bamboo paddle brushes with custom stone embellishments

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels10 records

Core offering

Emi Jay designs, manufactures, and sells premium hair accessories and hair care products directly to consumers through its online store at emijay.com. The portfolio centers on signature oversized claw clips (Big Effing Clips, Sweetheart Clips, Popstar Clips) along with a complementary hair care line (styling creams, hair mists, hair masks, finishing oils, brushes, and scrunchies). All products are vegan, cruelty-free, and Leaping Bunny certified.

Product overview

Emi Jay is a direct-to-consumer hair accessories and hair care brand offering a comprehensive portfolio of styling products. The core offering centers on their signature Big Effing Clips® and related claw clip styles (Sweetheart Clips, Popstar Clips, Super Bloom Clips, Heartbreaker Clips), complemented by a hair care line including Angel Hold™ Styling Cream, Angelstick®, Aura Hair + Body Mist™, Dream Crème™ Hydrating Hair Mask, Halo Hair Oil, and Heavenly Hair Milk™. The brand also offers handcrafted brushes and tools (Mini Boar Bristle Brush, Bamboo Paddle Brush, Flat Brush, Styling Brush, Detangling Comb), scrunchies, headbands, and hair pins. Additional offerings include gift cards, custom hair accessories, and travel cases. The products are positioned around 'bold femininity' with a focus on quality, effectiveness, and effortless styling suitable for all hair types.

Differentiator

Problem solved

Functional benefit

Products and services

• Big Effing Clips® Signature oversized claw clips designed to hold all hair types and textures securely, available in numerous colors and patterns including polka dots, florals, and solid shades; priced from $36 for standard colors and $38 for specialty prints.
• Sweetheart Clips Heart-shaped claw clips with a feminine aesthetic, offered in various prints and solid colors; priced at $36 per clip.
• Popstar Clips Creaseless hair clips designed for makeup application and styling, featuring angel wing designs; available in solid colors and specialty prints.
• Angel Hold™ Styling Cream Flexible hold styling cream that smooths frizz, tames flyaways, and provides heat protection up to 450°F with a signature Angel Wings scent; $34 one-time or $29 on subscribe-and-save.
• Angelstick® Portable hair styling stick for targeting flyaways and perfecting looks on the go, suitable for all hair types and textures; $38 per stick.
• Aura Hair + Body Mist™ Fragrance mists for hair and body with hydrating ingredients including aloe and glycerin, available in multiple scents (Angel Wings, Toasted Sugar, Lychee Baby); $24 per bottle.
• Dream Crème™ Hydrating Hair Mask Indulgent hydrating hair mask with mane-nourishing ingredients including shea butter, silk amino acids, and babassu oil; 10-minute treatment, $44 one-time or $37 on subscribe-and-save.
• Halo Hair Oil Finishing shine oil with pink mica that adds shimmer and reduces frizz appearance, formulated with passion fruit seed oil, moringa seed oil, and sweet almond oil; $38 one-time or $32 on subscribe-and-save.
• Heavenly Hair Milk™ 3-in-1 styling serum that detangles and smooths hair for soft air-dry or heated styling, providing heat protection up to 450°F and decreasing drying time.
• Handcrafted Brushes and Styling Tools Handcrafted brushes including Mini Boar Bristle Brush ($48), Flat Brush ($52), Bamboo Paddle Brush ($54), Styling Brush ($29), and Detangling Comb ($32).
• Scrunchies Handmade hair ties including Darling Scrunchies ($12), Eyelet Scrunchies ($18-$22), and Sweet Dreams Silk Scrunchies ($32), designed to prevent pull or breakage.
• Custom Hair Accessories Handmade, personalized hair accessories including Custom Big Effing Clips ($88), Custom Flat Brushes ($138), Custom Mini Boar Bristle Brushes ($134), and Custom Bamboo Paddle Brushes ($140) with unique stone embellishments.
• Emi Jay Gift Card Electronic gift cards available in denominations from $25 to $200, delivered via email and redeemable exclusively at emijay.com.
• Travel Cases + Pouches Storage pouches including Terry Pouch and On The Way Vanity Case for storing hair products and accessories while traveling.

Quantifiable outcome

• Heat protection up to 450°F with Angel Hold Styling Cream
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered minor and core.

• Frankies BikinisminorStrategic or Co-development PartnerCollaborative collection featuring Emi Jay x Frankies Bikinis holiday event, combining hair accessories with swimwear for coordinated beach-ready looks.
• WildflowerminorStrategic or Co-development PartnerBrand collaboration with Wildflower for exclusive product releases and co-branded lookbooks.
• Instagram Lifestyle CreatorscoreGTM or Marketing PartnerPrimary marketing partnership driving brand awareness through Instagram lifestyle creator partnerships. Credited with Emi Jay's #8 ranking among top 10 hair care brands on social media with $6.1M EMV.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Crown Affair: Crown Affair is a premium hair care and accessories brand selling brushes, hair tools, and treatments, overlapping with Emi Jay's haircare and brush assortment at comparable price points and premium positioning.
• Teleties: Teleties is a hair ties and accessories brand with strong social-media and influencer presence, directly competing with Emi Jay's scrunchie, clip, and ponytail-holder lineup in the same Gen-Z female demographic.
• Slip: Slip is a premium hair accessories brand best known for silk scrunchies and pillowcases, competing head-to-head with Emi Jay's higher-end scrunchie and accessory SKUs in the same premium, giftable category with direct-to-consumer distribution.
• Claw Clip Co: Claw Clip Co is a niche DTC specialist in oversized claw clips, directly overlapping with Emi Jay's Big Effing Clips® as their core product and targeting a similar social-media-driven consumer base.
• Kitsch: Kitsch is a direct DTC competitor offering hair accessories (claw clips, scrunchies, headbands) plus adjacent hair tools and beauty, sharing Emi Jay's premium positioning, influencer-led GTM, and broad hair-accessories-plus-hair-care assortment.

Broad incumbents

• Olaplex: Olaplex is a leading professional hair-care brand with broad retail and salon distribution; it does not compete directly on accessories but competes in the styling and treatment categories where Emi Jay's haircare line plays.
• Goody: Goody is a mass-market hair accessories incumbent (clips, headbands, elastics) sold through mass retailers; serves as the broad-incumbent benchmark for Emi Jay's category, occupying the opposite end of the price-positioning spectrum.

Emerging players

• Briogeo: Briogeo is a clean-beauty hair care brand with overlapping haircare SKUs (masks, oils, styling products) competing in similar Sephora/Ulta and DTC channels with comparable ingredient-led positioning to Emi Jay's Dream Crème and Halo Hair Oil.
• Wildflower Cases: Wildflower is a Gen-Z fashion/lifestyle brand with a co-branded Emi Jay collaboration, sharing a similar creator-led, Instagram-native GTM motion and overlapping female-skewing customer demographic.
• Frankies Bikinis: Frankies Bikinis is a premium swimwear brand with a co-branded Emi Jay holiday collection; comparable as an adjacent lifestyle brand with overlapping customer base and a similar influencer-led, premium positioning strategy.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/c/emijay
• Facebookfacebook.com/emijayinc
• Instagraminstagram.com/emijayinc
• TikToktiktok.com/@emijayinc
• Pinterestpinterest.com/emijayinc
• Xx.com/emijayinc
• LinkedInlinkedin.com/company/emi-jay

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Emi Jay