Fragrance house

Emi Jay

Emi Jay was co-founded in 2009 by Julianne Goldmark and her mother, initially centered on hair essentials. The brand grew from hair accessories into hair care while retaining an emphasis on effortless self-expression, functionality, and community. An early milestone followed when hairstylist Chris McMillan used an Emi Jay hair tie on Jennifer Aniston and the product was featured in Marie Claire, after which orders increased sharply. Following a 2019 rebrand, the company operated under Goldmark’s full ownership. Emi Jay launched its hair-care division in fall 2023, beginning with a styling product and gradually adding related products. On February 11, 2025, it launched on Sephora’s U.S. e-commerce site, followed by an in-store debut in nearly 400 U.S. stores on February 21. Its visual direction uses organic, intimate film photography. Fragrance forms a small extension of that identity: Emi Jay identifies Angel Wings as its signature scent, an amber-and-musk fragrance used in several hair-care products and the Aura Hair + Body Mist.