Meet up with the newest item in the Emi Jay universe. Whilst the L.A.-based mostly brand name is globally identified for its style-influenced hair add-ons (especially its common claw clips), founder Julianne Goldmark is embarking on a new classification: haircare products Angelstick.
Angelstick is a multipurpose balm formulated with ultra-loaded, clear and hydrating substances, to pair with your preferred Emi Jay merchandise (from clips, scrunchies and headbands) “for a match created in heaven.”
Featuring essential substances like castor seed oil, sunflower seed wax, candelilla wax, murumuru butter, and vitamin E, Goldmark’s goal was to build a styling solution which is functional (it will work as a hand moisturizer and eyebrow tamer also), nourishing, and transportable. It is a styling balm that can be utilized straight on to the scalp and hairline to focus on flyaways.
Goldmark, who was named amongst Forbes’ 20023 “30 Less than 30” record in the Retail & Ecommerce category, has a eager perception for developing elevated haircare solutions that provide a intent, and it all ties back again to her “why”: encouraging folks express themselves by their hair.
This isn’t Emi Jay’s 1st foray into a new class. In April 2022, Goldmark launched Emi Jay bamboo paddle brushes, paying homage to her Korean roots in the approach.
“I’m half Korean. Increasing up my grandma would always choose me to the Korean market, and I would go insane around the bamboo brushes in distinct dimensions, and the kinds with tiny adornments and sparkles. Actually, that form of enjoyment around this kind of a uncomplicated, everyday usable merchandise is something that I hope to convey to our shoppers.”
Thanks to the success of that new class, Emi Jay additional a few much more styling brushes to the roster, including a mini boar bristle hairbrush and a styling brush. What gives them the signature “Emi Jay” touch is the component of style and design and aesthetic: information such as glitter and tortoise shell, that match the brand’s claw clips.
For Goldmark, it’s about possessing pleasurable with instruments that make one’s routine much easier. It is all about the details that spark joy for the consumer, although styling their hair.
Though the “Emi Jay brand name world” is recognised for glitter and rhinestones, on-craze buttery hues, tortoise shell textures, and elevated aspects, it wouldn’t be a legitimate universe without the need of the potent emphasis on neighborhood.
“Our group asked for a styling solution,” Goldmark shared about Angelstick — which took above two years to build and formulate, to arrive at the high typical that Emi Jay is regarded for.
“Our prospects had expressed the want for a basic, everyday styling product. I had attempted so quite a few similar factors on the market place — they were being both as well waxy or much too fragrant, or actually complicated to clean out of your hair in the shower. We needed to make some thing that would help our offerings – which is how Angelstick was born.”
The strong sense of group can also be felt in functions, these types of as Emi Jay’s pop-up in collaboration with Matilda Djerf, exactly where buyers could expertise the products IRL. “There’s a perception of sisterhood among Emi Jay wearers,” Goldmark shared. This feeling resonates and permeates in true daily life, as nicely as on Instagram.
“The time period that I love to use when describing Emi Jay is a ‘brand world’. And by that I mean this holistic branding setting. It truly is not even just about the products – it really is generating a experience. I believe that variety of local community-targeted method is a little something that occurred organically and is something that I do not feel I could have predicted, but it really is been a big portion of what the model is now.”
Emi Jay was released by Goldmark in 2009, when she was 14, and rapidly emerged as a chief in developing substantial-high quality hair extras for each and every woman on the go. Its layouts have been worn by tastemakers and famous people, together with Hailey Bieber, Emma Chamberlain, Kim Kardashian, and Sarah Jessica Parker, and in the supreme ‘pinch me’ second, the brand name was provided in Oprah’s “Beloved Points” listing 4 many years in a row.
With a speedily growing product or service line and collaborations with Revolve, Sephora, Alo Yoga, Summer Fridays, Frankies Bikinis, Juicy Couture, and additional, when it comes to earning special hair essentials, Goldmark by no means misses the mark.
Emi Jay has developed into a staff of 20 people, and selecting critical people to concentrate on the responsibilities that Goldmark isn’t as potent in, has been between of the founder’s biggest learnings in the previous year.
“I’m admittedly a regulate freak and I want to have my fingers in each and every component of the brand name,” Goldmark shared. “But relinquishing that command and hiring individuals to go over my weaknesses has been something that I’ve been studying and making an attempt to put into action, as we’re escalating the business.”
Although Emi Jay is not pivoting into a haircare brand name, it is taking on the position of “the supportive buddy that’ll make your hair appear even much better.”
“The brand name is about effortless add-ons and products and solutions that make your hair routine just a very little little bit superior,” Goldmark shared. “And I say ‘just a minor bit’ for the reason that it could be the smallest matter, from just throwing your clip in your bag for the day, or it can also be about wanting your hair out of your facial area whilst you happen to be at get the job done. But it could also be about utilizing Angelstick to design and style a modern, bun. I normally say that our model was produced for each and every instant of your day. That is so legitimate to who we are.”