The Emi Jay girls have spoken, and claw clips are here to stay.

Hair care and accessories brand Emi Jay has sold more than one million of its signature hair clips, which have attained cult status with the brand’s devoted customers, including Gigi Hadid, Hailey Bieber and Kendall Jenner.

What some may have seen as a fleeting trend — claw clips started to see an uptick during the COVID-19 pandemic, as consumers wanted a way to feel more put together at home — Emi Jay’s success has proven they are a staple for consumers.

“It shows the desire and the appetite for what is an everyday staple in such an elevated way. This proves a case that women want to have fun, and that we’re the brand that delivers on so much more than just being a functional part of your day,” said chief marketing

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