Throwback with your hair back! Kendall Jenner, Hailey Bieber, and Selena Gomez have all hopped on the ’90s claw clip revival — a look once made iconic by Kate Hudson, Julia Roberts, and Jennifer Aniston — thanks to Emi Jay.
Founded by Julianne Goldmark, the brand has become a go-to for It-girls wanting to sweep their hair up in seconds while still making a chic statement.
“It’s been so special to see claw clips come back in the way that they have, especially since they’re part of Emi Jay’s DNA,” Goldmark tells ET.
The 30-year-old entrepreneur sees her clips, headbands, pins, bows, and scrunchies as little jewels for your hair and the finishing touch that makes any outfit pop.
“Hair accessories are like your staple pair of small gold hoops. They pull everything together, even with jeans and a tee. A hair accessory makes the whole look feel more intentional and polished without trying too hard,” she notes.
And the best part? No heat or hours in front of the mirror are required.
“We all love a look that’s cute but doesn’t take forever. … There’s something satisfying about a quick, effortless updo that still looks intentional while keeping your hair out of your face.”
While the claw clip craze shows no signs of slowing down, Goldmark already has her eye on what’s next.
“Ponytail barrettes and tortoise barrettes are going to have a nice moment this fall and winter in an elevated way,” she predicts.
In addition to her signature accessories, Goldmark swears by her line’s Heavenly Hair Milk, Halo Hair Oil, Angelstick, brushes, and the new Toasted Sugar Aura Hair Mist to keep her strands shiny and strong.
“Healthy hair has always been so important to me because it just makes you feel yourself, but better. When your hair feels soft, shiny, and nourished, it’s amazing how much more confident you feel, even on a busy day.”
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