If your feed looks anything like mine lately, it is a battlefield of edges, slick-backs, and algorithmic side-eyes…and the e.l.f. grip gel controversy has Black creators and influencers rightfully on edge.
What we’re seeing is the classic creator-economy controversy cycle: a product launch triggers creator commentary, which leads to community debate, resulting in brand scrutiny and massive algorithmic amplification. But beneath the surface of “will it hold my 4C hair?” lies a deeper conversation about who gets a seat at the marketing table and who is left to do the free labor of “discovery.”
Let’s lunge into the who, what, where, when, and why of the e.l.f. Grip Gel situation and what it actually means for you as a creator.
The Breakdown:
To understand the e.l.f. grip gel controversy, we have to look at the players and the timeline. This isn’t just about a $10 jar of gel; it’s about the energy behind the campaign.
- The Brand: e.l.f. Cosmetics. They are the giants of mass-market “affordable” beauty, known for aggressive social strategies. They recently launched the Grip Gel, a styling gel designed for that viral “slick-back” aesthetic.
- The Creators Driving the Debate: Major voices like Slim Reshae (natural hair powerhouse) and Dr. Nicole J (physician and skincare expert) have sparked the discourse.
- The Audience: A mix of natural hair creators, the Type 3–4 hair community, and general beauty enthusiasts who are tired of seeing “the girls” left out of the initial rollout.
e.l.f. launched a product that is, by all accounts, perfect for the styles Black women have pioneered for decades (edges, puffs, sleek buns). However, the initial marketing energy focused almost exclusively on non-Black creators with Type 1 and 2 hair.
This exploded across Instagram Reels, TikTok, and Threads within a 72-hour window. It followed the standard viral pattern: a review goes viral, the community notices the lack of representation, and the debate spreads across platforms like wildfire.
Creator thoughts: Slim Reshae (@slimreshae)
She is the undisputed “Baby Hair Princess” of the timeline, and she isn’t afraid to hold brands accountable while still giving an honest review.
Who is: Slim Reshae is a prominent natural hair creator with over 148K followers, known for her meticulous tutorials and deep understanding of hair product chemistry.
She bridges the gap between consumer expectation and brand reality, testing products on high-density, textured hair to see if they actually perform or if they’re just “marketing magic.”
Slim represents the “bridge” creator, someone who loves the brand’s affordability but demands that the brand loves her community back.
Creator thoughts: Dr. Nicole J (@doctor.nicolej)
When a doctor enters the chat, you know the diagnosis is going to be precise.
Who is: Dr. Nicole J is a physician and skincare/beauty creator with over 83K followers. She combines medical expertise with a sharp eye for how beauty standards affect Black women.
She critiques, shares reviews the beauty industry through a lens of historical context and systemic exclusion, ensuring that the “why” behind the anger is never lost.
Her voice reminds us that these marketing “slips” aren’t accidents; they are choices that reflect who a brand considers their “primary” audience.
The Two Perspectives
In the comment sections of these videos, two very different energies are clashing. As a creator, you need to understand both to navigate your own brand partnerships.
Perspective 1: “This was a deliberate exclusion.”
The argument here is that the product is inherently built for the styles Black women popularized. By marketing it to Type 1 and 2 hair first, the brand is “gatekeeping” a category that isn’t theirs, while counting on the Black community to provide the “cool factor” and the free reviews later.
- What it means: The community feels used for reach but ignored for revenue.
- What to think about: If you are a creator in this space, your review is data for these brands. Are you giving it away for free, or are you demanding that your community be centered in the initial brief?
Perspective 2: “Not everything is for everyone.”
Some argue that if a product is marketed for Type 1 hair, we should just let it be. They believe that forcing a brand to include Black creators in a campaign for a product that “wasn’t meant for us” is a form of begging for validation.
- What it means: A desire for self-sufficiency and “buying Black” rather than seeking inclusion from mass-market brands.
- What to think about: As a creative entrepreneur, where do you put your energy? Do you fight for a seat at the e.l.f. table, or do you focus on the brands that already have a chair waiting for you?
The Strategic Reality: Controversy is Currency
Here is the “Thing”, the truth: Brands often benefit from this noise.
e.l.f. knew or didn’t know (or was complicit in) creating this virality. This product category isn’t new—Black women have been using specialized gels for years.
When creators argue in the comments, the algorithm sees “high engagement.” Shares go up. Video views skyrocket. Suddenly, everyone knows that e.l.f. has a new Grip Gel. One commenter nailed it: “You couldn’t BUY that kind of reach.”
For the brand, even “negative” discourse creates massive awareness. They get to see exactly how the product performs on 4C hair through “unpaid” beta testing by creators like Slim Reshae. They get the data, they get the reach, and they don’t have to pay the initial sponsorship fees for the very people who are making the product relevant.
What the community actually uses (and we all know this isn’t a new invention)
- LOC N GEL LOC N TWIST EDGE GEL EXTRA HOLD (one of the best with fewer chemicals)
- AMPRO PRO STYLE SHINE’N JAM CONDITIONING GEL EXTRA HOLD
- TYCHE TRU EDGE CONTROLLER EXTREME HOLD
- STYLE FACTOR EDGE BOOSTER EXTRA STRENGTH
The Creator Economy Lesson
When we look at the e.l.f. grip gel controversy, the lesson is clear: our attention has a dollar sign.
Creators are starting to realize that their “difficult conversations” are actually valuable market research. When you post a 10-minute breakdown of why a brand failed your community, you are providing a masterclass in consumer sentiment.
What actually matters: Your attention has a dollar sign attached to it.
The meaning: Brands are watching the “tizzy” to see if they should pivot their next campaign.
How to apply it: Before jumping into the next viral debate, ask yourself: Is my commentary building my brand, or is it just providing free PR for a brand that didn’t invite me to the party?
What Might Happen Next?
As the e.l.f. grip gel controversy continues to unfold, history tells us this will go one of four ways:
- The Response: e.l.f. might drop a “diverse” secondary campaign to “make it right.”
- The Silence: They say nothing and wait for the next trend to take over.
- The PR Drop: Suddenly, every Black hair creator gets a “gifted” package in the mail.
- The Pivot: New creators take the “Grip Gel Challenge” and the cycle repeats.
As Black content creators, we have to stay prepared. We aren’t just “testing products”; we are the ones who set the aesthetic standards for the entire industry.
If your community makes something viral, ensure you are in a position to negotiate that value. Check out our top AI tools for content creators to help you track your metrics and prove your impact during these viral moments.
Your Turn
What’s the one metric you wish brands respected more? Drop it in the comments. Let’s talk about it.
And if this breakdown helped you see things differently: or if our posts and tools have helped you price with confidence: consider supporting the work we do to keep creator resources free:
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