e.l.f. & Liquid Death Unleash 'Lip Embalms' in Unholy Alliance

OAKLAND, Calif. – January 12, 2026 – In a move that reaffirms their mastery of viral, unconventional marketing, e.l.f. Cosmetics and Liquid Death are resurrecting their celebrated partnership. The two culture-shaping brands are set to launch “e.l.f. x Liquid Death Lip Embalms,” a limited-edition sequel to their shockingly successful 2024 “Corpse Paint” makeup vault.

Following a collaboration that sold out in a mere 45 minutes and captivated millions on social media, the beauty giant and the irreverent beverage brand are doubling down on their shared philosophy: “Normalize the bizarre.” The new collection, slated to drop in limited quantities on January 14, 2026, aims to capture the same lightning in a bottle, blending e.l.f.’s accessible beauty with Liquid Death’s counter-culture cool.

The Art of the Unexpected Sequel

The original “Corpse Paint” collaboration—a black metal-inspired makeup kit—became an instant case study in modern marketing. It sold out on both brands' websites in under an hour, with kits later appearing on resale sites for more than triple the retail price. The campaign’s success was fueled by its sheer unexpectedness, launching in March and hijacking social media feeds with its satirical, '90s-style commercials featuring the fictional metalhead, Glothar.

Now, Glothar is back for an encore. The new “Lip Embalms” campaign features the black metal star in a new jingle, signaling the next chapter of this unlikely saga. The collection itself consists of e.l.f.’s popular Squeeze Me lip balms, reimagined and inspired by Liquid Death’s beverage lineup. The five flavors—Severed Lime, Killer Cola, Doctor Death, Rest in Peach, and Sweet Reaper—come packaged in miniature, collectible replicas of Liquid Death’s iconic tallboy cans, offering on-the-go hydration with a dose of dark humor.

“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 Dan Murphy, SVP of Marketing at Liquid Death. “Sequels can be tough because you need to mix the familiar with the unexpected. This campaign certainly has plenty of both.”

Kory Marchisotto, Chief Marketing Officer at e.l.f. Beauty, echoed this sentiment, emphasizing the collaboration's organic origins. “‘Normalize the bizarre.’ Andy Pearson said those words to me when we created ‘Corpse Paint’ together,” she stated. “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.”

A Masterclass in Bizarre Brand Synergy

On the surface, a vegan cosmetics company and a canned water brand with heavy metal branding might seem like an odd couple. However, a deeper look reveals a powerful strategic alignment. Both e.l.f. and Liquid Death have cultivated devoted followings among Millennial and Gen Z consumers by rejecting traditional advertising in favor of authenticity, humor, and digital-first engagement. They speak the language of the internet, where virality is currency and the most outlandish ideas often win.

This partnership's success hinges on a shared understanding of their target demographic: a generation that values individuality, sustainability, and brands that don’t take themselves too seriously. e.l.f. has built an empire on making high-quality, cruelty-free beauty accessible to all, leveraging platforms like TikTok to create viral trends. Liquid Death has made sustainability cool, using its “murder your thirst” and “death to plastic” mottos to turn canned water into a lifestyle statement.

The collaboration is not a one-off stunt for e.l.f., but part of a larger, proven strategy of tapping into the cultural zeitgeist through unexpected partnerships. Previous ventures with Chipotle, Nintendo, and most recently, the tumbler brand Stanley, have consistently generated massive buzz and driven sales, proving the brand’s ability to insert itself into diverse consumer conversations.

Digital Worlds and Viral Sales

True to their digitally-native roots, the launch of “Lip Embalms” is deeply integrated into the online worlds their audiences inhabit. The products will be sold directly through elfcosmetics.com and, crucially, via TikTok Shop. This move leverages e.l.f.'s formidable presence on the platform, where its #eyeslipsface campaign became one of the most successful viral marketing initiatives in the app’s history.

Beyond social commerce, the brands are creating an immersive experience within the metaverse. e.l.f. is inviting players into its Roblox experience, e.l.f. UP!, where they can enter a Liquid Death–themed portal. Inside, users will find a multi-level obstacle course that begins in the Mountain Water level and descends through various flavor worlds, culminating in the Sweet Reaper Iced Tea finale. This gamified activation transforms a product launch into an interactive event, fostering a deeper sense of community and brand engagement that a simple advertisement could never achieve.

Shared Ethics in a Recyclable Can

Beneath the macabre humor and edgy aesthetics lies a foundation of shared values that resonates strongly with their consumer base. e.l.f. is a stalwart in the ethical beauty space, with its entire product line being 100% vegan and double-certified as cruelty-free by both PETA and Leaping Bunny. The company has also made strides in sustainability, eliminating over a million pounds of packaging waste through its “Project Unicorn” initiative.

This commitment aligns perfectly with Liquid Death’s core mission to “kill plastic pollution.” The brand’s entire identity is built around its use of infinitely recyclable aluminum cans as an alternative to single-use plastic bottles. It further backs this claim by donating a portion of proceeds to environmental organizations dedicated to cleaning up plastic from the ocean. This fusion of ethical production and environmental consciousness adds a layer of substance to the collaboration, allowing consumers to feel good about a purchase that is both fun and value-aligned.

As the launch date approaches, the “Lip Embalms” collection stands as more than just a novelty product. It represents a sophisticated blueprint for 21st-century brand building, where cultural relevance, digital immersion, and a fearless embrace of the bizarre are the keys to capturing the hearts and minds of a new generation of consumers.