The Claw Clip Era Lives On

PetitePaulina – When claw clips resurfaced during the pandemic, many thought they would disappear once life returned to normal. Surprisingly, the trend only grew stronger. Emi Jay turned a simple accessory into a cultural staple embraced by millions. Consumers didn’t just want function they wanted something fun, expressive, and effortless. As shoppers returned to their routines, claw clips offered a comforting sense of ease and familiarity. Their polished designs made people feel put together without needing extra time or tools. Now, after selling more than one million clips, Emi Jay proves that this once-casual accessory has become a permanent fixture in global hair fashion, supported by authentic community enthusiasm and timeless utility.

Celebrities, Community, and the Power of Visibility

While A-list support from Gigi Hadid, Kendall Jenner, and Hailey Bieber helped introduce Emi Jay to a larger audience, the brand’s endurance came from everyday fans. Across social platforms, thousands of women shared their own hairstyles, tutorials, and styling hacks, creating a powerful wave of user-generated content. This organic visibility helped transform the claw clip from a passing trend into a beloved daily tool. Founder Julianne Goldmark understood that consumers wanted quick, wearable beauty moments something pretty yet practical. That understanding allowed the brand to cultivate not just customers but a community. The enthusiasm didn’t feel manufactured; instead, it spread naturally, forming the backbone of Emi Jay’s long-lasting influence.

Trend Forecasting and Limited Collections

Emi Jay thrives because it moves with culture rather than chasing it. Goldmark and her creative team constantly track shifts in fashion, color palettes, and seasonal moods. When the butter yellow trend emerged, they responded immediately with a matching hair towel and a coordinated product launch. This instinctive alignment with early trends gives each release a feeling of freshness. Limited-edition drops for holidays and special events reinforce the brand’s sense of exclusivity. Consumers know that once a collection sells out, it may never return. This anticipation keeps fans engaged and eager for more, creating a rhythm of excitement that keeps the brand culturally relevant year-round.

Beyond Accessories: Hair Care for Busy Women

Although the brand’s identity began with claw clips, Emi Jay expanded successfully into hair care by understanding its audience. Goldmark often describes the brand as built for “the busy girl with places to be.” That philosophy shapes every product. Angelstick an easy, on-the-go smoothing tool became a bestseller almost instantly. Later, the Aura Hair + Body Mist tapped into the rising trend of gourmand fragrances and sold out on Sephora.com within six days. The formulas are simple, effective, and designed to fit seamlessly into fast-paced routines. Emi Jay doesn’t try to reinvent complex hair care steps; instead, it refines them, making styling both accessible and enjoyable.

A Cross-Category Wardrobe Consumers Love

Emi Jay’s success comes from its ability to make customers feel like they’re building a personal “hair wardrobe.” Each new launch complements the last, blending accessories, tools, and hair care into one cohesive ecosystem. Many shoppers buy a clip, a brush, and a liquid styling product in a single order, embracing the mix-and-match nature of the line. This strategy is especially effective at Sephora, where the brand drives traffic not only in the hair care aisle but also in categories traditionally overlooked, such as accessories. By offering variety without overwhelming customers, Emi Jay has created a shopping experience that feels intuitive and satisfying across all channels.

Keeping Up With Culture and the Emi Jay Vibe

One of Emi Jay’s biggest strengths is its ability to move quickly with cultural shifts. When holiday gift guides began circulating earlier than usual, the brand immediately tapped creators to produce themed content. They also released their own curated gift lists, keeping pace with consumer expectations. Yet the true heart of Emi Jay lies in the “world” Goldmark built around it: playful, feminine, confident, and effortlessly stylish. Fans describe it less as a brand and more as a mood something they love to share. This emotional connection, strengthened by endless user posts and community participation, ensures that claw clips remain not just tools, but beloved symbols of everyday beauty.