Emi Jay sells one million claw clips: what it signals for hair

According to reporting by WWD, Los Angeles–born accessory brand Emi Jay has surpassed one million claw clips sold, while expanding its range from hair accessories into tools and liquid hair products — and securing distribution at Sephora. It’s a headline-grabbing milestone for a once-niche label, and a timely lens into how hair accessories, gentle styling, and lifestyle-led design have moved from micro-trend to mainstream behaviour.

A million clips: a milestone that mirrors a movement

The claw clip’s resurgence has been building for several seasons, but passing the one‑million mark crystallises two things: there is sustained demand for protective, low-tension styling, and there is room for premium design in a category once dominated by utilitarian basics. The popularity of clips sits neatly alongside broader shifts toward scalp-first care, heat minimisation, and styling that flexes between gym, desk, and dinner.

What makes this particular milestone notable is not merely the number, but what it implies about consumer priorities. Rather than relying on high-heat tools or complex routines, many shoppers are choosing faster, hair-kind options that preserve fibre integrity and fit neatly into daily life. Clips answer the brief: quick to use, unlikely to dent hair in the way tight elastics can, and versatile enough for curls, coils, waves, and straights when sized and placed correctly.

• Low-tension styling continues to outpace high-tension looks for everyday wear.
• Consumers are trading up for accessories that feel considered — in grip strength, finish, and longevity.
• Design details (teeth spacing, hinge quality, and ergonomics) are now purchase drivers, not afterthoughts.
• Hair-health culture is migrating from treatment aisles to accessory fixtures.

From accessory to ecosystem: why expansion matters

WWD notes that Emi Jay’s business now includes tools and liquid products, with availability at Sephora. That arc — moving from a single hero category into a fuller hair ecosystem — signals how modern hair brands are building continuity for consumers. A clip might be a point of entry; a brush, oil, or primer can be the next step. The strategy reflects a reality stylists have championed for years: hair health and style outcomes live at the intersection of products, tools, and technique.

For shoppers, a unified ecosystem offers a simpler path to getting ready. A brand that thinks about grip and glide also tends to think about slip in a leave-in, or tension distribution in a brush. It’s a design-led approach where accessories aren’t an afterthought, but part of a coherent, hair-kind routine.

Retail placement at a beauty specialist like Sephora also matters. It puts accessories in the same decision-space as treatments and stylers, elevating the category and normalising the idea that a clip or comb can be as considered a purchase as a serum. For the industry, that integration creates opportunities for education on proper sizing, placement, and pairing with textures or protective styles.

Why claw clips endure: ergonomics, care, and culture

There’s a reason the clip has become a staple rather than a fling. Where elastics can concentrate pressure at a small point on the fibre, a well-designed clip spreads load across teeth and hinge, reducing the risk of tension-related breakage. That makes them especially useful for fine hair that dents easily, or for maintaining definition on curls and coils without crushing a pattern. When used correctly, a clip can be a bridge between air-drying and a finished look — keeping hair off the face while setting volume and root direction.

Ergonomics play a quiet but crucial role. Tooth spacing influences grip on different densities; hinge resistance determines how secure a hold feels without pinching; surface finish helps prevent snagging. The most-loved clips tend to get this trio right, holding all day without discomfort, and releasing cleanly so you aren’t losing strands with every removal.

Culturally, the clip has also benefited from a softer fashion mood. Minimalist tailoring, athleisure, and workplace flexibility favour functional hair that still looks polished. On social platforms, quick, wearable updos travel well — a single overhead shot can teach a technique in seconds. All of this adds up to a styling solution whose practicality is part of its aesthetic appeal.

• Choose tooth spacing to match density: broader for thicker hair, closer for fine.
• Look for smooth seams and rounded edges to minimise snagging.
• Size matters: mini for half-up styles; medium for shoulder-length; large for long or dense hair.
• Consider finish: matte textures often hold slippery strands better than high-shine plastics.

What this means for the hair market

A seven-figure sales milestone for a single accessory category hints at several near-term dynamics for the wider hair market:

• Accessory premiumisation: Expect more emphasis on materials, hinge durability, and finish, with clear sizing and hair-type guidance on pack.
• Education becomes a differentiator: Brands that teach placement, tension control, and pairing with wash-day routines will earn trust.
• Category convergence: As brands expand from accessories into tools and liquids, shoppers will see more integrated routines that start at the mirror and end at the vanity.
• Inclusivity in design: Better options for very dense, coily, or very fine hair types will matter — from extended-size clips to softer spring tensions.

It’s also a reminder that “simple” doesn’t mean unsophisticated. The best everyday hair solutions are often those that disappear into your routine — thoughtfully engineered, gentle on hair, and easy to repeat. That philosophy, applied consistently, tends to travel well from a clip to a brush, and from a detangling spray to a finishing oil.

How to get the most from a claw clip

Used well, a clip can protect style and preserve health. These fundamentals will help most hair types:

• Start with slip where needed: A light leave-in conditioner or a touch of oil on ends reduces friction, especially for curly and coily hair. Keep roots cleaner for grip.
• Mind your tension: If you feel pulling at the hairline or crown, reposition or size up. Discomfort is a sign of over-tension.
• Use placement to set shape: Clip at the occipital bone for a balanced French twist; higher for a face-lift effect; lower for an undone, off-duty look.
• Protect pattern: For curls, gather gently and clip without compressing the curl bundle; avoid twisting too tightly.
• Rotate styles: Alternate with silk scrunchies, pins, or loose braids through the week to reduce repetitive stress on the same anchor points.

Key Takeaways

• WWD reports Emi Jay has sold one million claw clips, a milestone that reflects sustained demand for low-tension, hair-kind styling.
• Expansion into tools and liquids — and a presence at Sephora — shows how accessories now sit inside full hair ecosystems.
• Design details like tooth spacing, hinge resistance, and finish have become core purchase drivers, not extras.
• Claw clips endure because they’re practical, protective, and culturally aligned with streamlined routines and soft, wearable styles.
• Expect more premiumisation, inclusive sizing, and education-driven retail as the accessory category matures.

Frequently Asked Questions

Are claw clips better for hair than elastics?
Often, yes — especially for day-long wear. Clips distribute tension more evenly than tight elastics, which can dent or stress fibres. The caveat: choose the right size and avoid over-tightening.

Which claw clip size should I choose?
Match size to density and length. Mini for half-up styles or fine hair; medium for shoulder-length or medium density; large for long, thick, or very dense textures. If in doubt, size up.

Do claw clips work on curly and coily hair?
They can, provided the clip is large enough and tooth spacing is generous. Gather curls gently, avoid compressing patterns, and use a light leave-in on mid-lengths and ends for reduced friction.

Can I wear a claw clip with wigs or extensions?
Yes, but be gentle. Place clips where base construction can support light tension, and avoid snagging on wefts or lace. Seamless, rounded edges are best.

How do I prevent slipping on very straight or silky hair?
Opt for matte finishes or slightly textured surfaces, keep roots cleaner for grip, and avoid heavy oils near the scalp before clipping. Balanced placement at the occipital bone also helps.