This Hailey Bieber-Approved Hair Clip Brand Just Dropped a Hydrating Mask

If you purchased a claw clip recently, it’s probably because of Emi Jay. The ’90s accessory has had one of the biggest comebacks in beauty, thanks in part to the brand’s viral clips. The “Big Effing Clips”—which come in bright, glittery colors—have garnered the celebrity stamp of approval from Hailey Bieber, Kendall Jenner, Sofia Richie, and more, and the brand’s scrunchies and makeup clips can be spotted all over Instagram.

Last fall, the brand expanded into styling products with the launch of Angelstick. The smoothing balm was accepted by the celebrity set and fans of the brand almost immediately—Emma Chamberlain even used it for her updo at the Met Gala. On June 11, the brand launched its second haircare offering with Dream Créme, a hydrating mask that’s sure to be spotted in the sheflies of all our favorite It Girls.

Ahead, all the details on the new launch.

The Inspiration

Styling your hair with a claw clip doesn’t require much fuss and can be an easy fix for a bad hair day. That same easygoing attitude extends to the brand’s haircare, and is a big part of Dream Créme’s allure. It can be used as a 10-minute mask for a quick dose of hydration, or as an all-day leave-in conditioner to smooth and style strands.

With an ever-so-saturated beauty market, attention to detail can really make a brand stand out. A pampering hair mask is nice, but knowing that the mask won’t weigh down your strands (or leave them feeling greasy) if you choose to leave it all day is key (especially for lazy girls like myself). Pretty packaging that you won’t mind sitting on your vanity is a nice touch, too.

The Formula

Dream Créme has all the qualities of a great hair mask—it claims to de-frizz, hydrate, and leave hair of all textures shiny and smooth. The cream is a pretty soft pink color right out of the tube, but doesn’t leave any residue of color in the hair. It also has a calming musk and amber scent that lasts all day.

The mask’s formula is focused on repair and hydration. Silk amino acids help rebuild the keratin in the hair while babassu oil revitalizes collagen fibers while protecting healthy hair follicles. Murumuru seed butter helps maintain hair strength and also claims to add softness and moisture. Another impressive ingredient call-out is glycerin, which is a go-to humectant that helps draw moisture back into the hair. And, last but not least is shea butter, a deeply-moisturizing ingredient that also helps provide antioxidants and fatty acids to the hair.

Like most of the brand’s best-sellers, the mask will likely be a hit, and we’d wager will soon appear on the next shelfie of your favorite celeb.

Emi Jay Dream Creme