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e.l.f. Beauty x Liquid Death Lip Embalms: Key Findings
- e.l.f. Beauty’s second Liquid Death collab introduces us ot the "Lip Embalms," proving surprise novelty products can still drive hype.
- Limited-edition packaging and gaming experiences demonstrate how physical products can engage consumers in digital worlds.
- The campaign proves that repeat collaborations, when they feel new, can expand a fanbase rather than dilute brand excitement.
Campaign Snapshot
e.l.f. Beauty is returning to one of its most unlikely hits.
The cosmetics brand has reunited with Liquid Death for a second limited-edition release, this time turning flavored lip balm into the centerpiece of a campaign.
The new "e.l.f. x Liquid Death Lip Embalms" follow the brand's 2024 "Corpse Paint" vault, which sold out in 45 minutes and proved the two could make for a successful brand partnership.
That response shaped the sequel.
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Rather than chasing a new concept, the brands leaned into what worked the first time.
It's the irreverent tone, exaggerated visuals, and shared POV that doesn’t take beauty too seriously.
“Normalize the bizarre. Andy Pearson said those words to me when we created ‘Corpse Paint’ together,” said Kory Marchisotto, CMO at e.l.f. Beauty.
“This collaboration isn’t new, it is a continuation of what the people have been clamoring for at the intersection of our two brands — bold, bizarre and bonkers.”
Meanwhile, Liquid Death’s Dan Murphy framed the second drop as a careful balance between familiarity and surprise.
“Our original e.l.f. collab showed how powerful it can be when two brands with strong points of view and passionate fans create something completely unexpected," said the Marketing SVP.
A Liquid Death-Flavored Balm? Yes, Please
The new collection launched on January 14, 2026, in limited quantities on elfcosmetics.com and TikTok Shop.
Each balm is packaged inside a miniature Liquid Death can, replacing the beverage with e.l.f.’s flavored "Squeeze Me" balms designed for on-the-go use.
The flavors pull directly from Liquid Death’s lineup, including:
- Severed Lime
- Killer Cola
- Doctor Death
- Rest in Peach
- Sweet Reaper
Marketing support extends beyond the product drop.
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Glothar, the black-metal mascot introduced during the first collaboration, returns with a short jingle-driven spot.
Just like the original, it's bizarre, it's uncanny, and most importantly, hilarious.
To up the ante, they even teamed up with actress Nina Dobrev to promote the balm in a candid-like shoot with Glothar.
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Additionally, the campaign ties into "e.l.f. UP!," which is the brand’s existing Roblox experience.
For this activation, players enter through a Liquid Death–themed portal and descend through a multi-level obstacle course inspired by the beverage brand’s universe, ending in the Sweet Reaper Iced Tea level.
e.l.f. Beauty x Liquid Death's Second Drop is a Lesson in Scarcity
For marketers, this campaign shows that limited-edition product drops and collab sequels can work when they're built around surprise and intrigue.
- Successful collaborations can be pushed when brands respond directly to audience demand rather than chasing novelty.
- Physical product design can act as the primary media channel when packaging itself drives sharing and conversation.
- Gaming platforms continue to function as engagement layers when tied to broader campaigns.
As context, e.l.f. Beauty reported approximately $1.31 billion in revenue for fiscal year 2025.
This showcases how experiential marketing campaigns now sit alongside significant commercial scale.
Our Take: Second Time's the Charm?
Does repeating a collab cheapen it, or sharpen it?
With the drop now sold out, the two brands have definitely sharpened it.
Too many sequels panic, overcorrect, and create something unmemorable and expected.
But if your product and the campaign you build around it are equally disruptive, you can trust the audience to already be in on it.
In fact, e.l.f. Beauty itself has repeatedly used Roblox to test new forms of engagement.
It recently launched its "Glow Up!" experience within the gaming platform to let fans express themselves through makeup within the digital realm.
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