e.l.f. Cosmetics Launches Satirical Campaign Defending Beauty Justice at Accessible Prices

E.l.f. Cosmetics has launched a satirical legal-themed campaign, "e.l.f.ino & schmarnes," to defend accessible beauty prices. The campaign stars Heidi N Closet and Matt Rife as a fictional legal duo and features high-performance, clean, cruelty-free, vegan products from the brand. The "charges" against the beauty industry include inflated prices, makeup markups, and undervaluing the shopper. E.l.f.'s products, including Incredi-Curl Mascara, Halo Glow Liquid Filter, and Glow Reviver Melting Lip Balm, are showcased as evidence of the brand's value proposition.

OAKLAND, Calif. — e.l.f. Cosmetics, a subsidiary of e.l.f. Beauty (NYSE:ELF), has introduced a satirical legal-themed campaign called "e.l.f.ino & schmarnes" to address concerns over inflated beauty prices. The campaign, which stars drag superstar Heidi N Closet and comedian Matt Rife as a fictional legal duo, aims to highlight the value proposition of the brand's high-performance, clean, cruelty-free, and vegan products.

The "e.l.f.ino & schmarnes" campaign charges the beauty industry with inflated prices, makeup markups, and undervaluing the shopper. It serves as a playful yet purposeful crusade to represent the community and defend accessible beauty prices. The campaign features products such as Incredi-Curl Mascara ($9), Halo Glow Liquid Filter ($15), Glow Reviver Melting Lip Balm ($9), and Glow Reviver Lip Oil ($9), which are showcased as evidence of the brand's commitment to quality at affordable prices.

Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, stated, "For 21 years, e.l.f. has been making the best of beauty accessible to every eye, lip, and face. From 'Cosmetic Criminals' to 'Judge Beauty' to the law offices of 'e.l.f.ino and schmarnes,' we stand with our community in favor of beauty justice. Our vigorous defense is high-quality beauty without compromise – to your wallet or your values. That's the e.l.f.ing way."

The campaign video is available on YouTube and other e.l.f. platforms. e.l.f. is inviting the public to join them in NYC at the Oculus on August 13, 2025, from 12:30–6:30 p.m. ET, where the Law Offices of "e.l.f.ino & schmarnes" will be officially open. Attendees can defend their eyes, lips, and funds and claim the benefits they are entitled to.

References:
[1] https://www.businesswire.com/news/home/20250810920072/en/e.l.f.-Cosmetics-Launches-Legal-themed-e.l.f.ino-schmarnes-Defending-the-Best-of-Beauty-at-Accessible-Prices
[2] https://www.stocktitan.net/news/ELF/e-l-f-cosmetics-launches-legal-themed-e-l-f-ino-schmarnes-defending-0nrqud2w02hp.html