E.l.f. Puts Overpriced Makeup On Trial with Heidi N Closet and Matt Rife

Quick listen: How E.l.f. uses comedy and events to fight beauty markups — in under 2 minutes.

E.l.f. Cosmetics is taking beauty’s markup problem to court... literally. 

The brand launched a new series titled “e.l.f.ino & schmarnes," starring drag icon Heidi N Closet and comedian Matt Rife as a fictional legal team on a mission to secure justice for overcharged makeup shoppers.

The duo’s rallying cry? “Eyes, lips, funds.”

The tongue-in-cheek campaign is marked by a 60-second hero video that tackles these consumer challenges head-on, but in a hilarious way

According to Laurie Lam, chief brand officer at e.l.f. Beauty, the aim was to create something playful yet pointed.

“We stand for every eye, lip and face but we’re also e.l.f.ing funny. ‘e.l.f.ino & schmarnes’ disrupts norms, pushes boundaries, and sparks conversation,” she told Marketing Dive. 

The campaign continues the brand’s pattern of using humor to tout its products, following past efforts like "The E.L.F. Time Show" and “The Many-Trick Pony" with Rebecca Black. 

Comedy Meets Consumer Action

The hero spot opens with Rife asking, “Has overpriced beauty hurt your wallet?” before Closet bluntly replies, “E.l.f. that.”

The two then promise to put “cold, hard lash” back in consumers’ pockets, skewering the prestige cosmetics industry along the way.

The digital spot is paired with an in-person activation at The Oculus in New York City, taking place on August 13.

From 12:30 to 6:30 PM, attendees can meet Closet, interact with "beauty attorneys," and file mock complaints about overpriced makeup.

Participants may win E.l.f. products, gift cards, or pull from a “mystery case file” for surprise savings.

Additionally, a jumbo "Settlement Scale" will track the cumulative amount New Yorkers claim they’ve spent on high-end cosmetics.

Consumers nationwide can also call the dedicated hotline "1-855-COLD-HARD-LASH" to leave their own "beauty complaints."

The pop-up and hotline align with E.l.f.’s wider brand marketing strategy, which consistently focuses on accessibility and price transparency.

Beyond this campaign, E.l.f. has experimented with tech-driven engagement, including its AI-powered “color e.l.f.nalysis” tool and a playful in-flight safety spoof with Meghan Trainor.

Our Take: Can Humor Sustain Affordability Messaging?

Through the new initiative, e.l.f. proves that pricing advocacy doesn’t have to feel like a lecture.

Humor creates an open door for engagement , andpeople are far more likely to share a joke than a dry pricing chart.

But the challenge is longevity.

Once the gag wears thin, the brand has to keep reinventing its delivery without losing its core message.

However, this campaign works because it’s tied to events, hotlines, and giveaways that connect directly to the audience’s frustrations.

And to me, that keeps it from being just another funny ad.

In other news, KFC and Greggs recently teamed up for a bakery-fast food crossover that also leaned heavily into humor as a hook.