Dive Brief: 

• E.l.f. Cosmetics today (Aug. 11) launched a campaign, “e.l.f.ino & schmarnes,” starring drag superstar Heidi N Closet and comedian Matt Rife, according to details shared with Marketing Dive. The effort spans digital content and an in-person event.  
• The satirical effort includes a 60-second video that features Heidi N Closet as “e.l.f.ino” and Rife as “schmarnes,” a fictional legal duo rallying for accessible, high-quality beauty products. The video will appear on YouTube and other brand-owned channels. 
• The beauty marketer will host a pop-up event on Aug. 13 at The Oculus in New York City, where consumers can “claim the benefits” to which they’re entitled, per release details, including E.l.f. products. Consumers can also call 1-855-COLD-HARD-LASH to leave a message about a “beauty complaint,” like overpriced products. 

Dive Insight: 

E.l.f. Cosmetics, a brand from E.l.f. Beauty, is making a case against makeup markups with its latest legal-themed campaign. Prior to “e.l.f.ino & schmarnes,” the brand aired its first national Super Bowl ad with former “Judge Judy” star Judy Sheindlin. The spot, “Judge Beauty,” promoted its Halo Glow Liquid Filter product as an alternative to overpriced cosmetics. The marketer also released a true crime parody, “Cosmetic Criminals,” last year.

Key to “e.l.f.ino & schmarnes” is a 60-second video that stars Heidi N Closet and Rife as a stereotypical legal duo on a mission to put “cold, hard lash” in consumers’ pockets. The video begins with Rife asking, “Has overpriced beauty hurt your wallet?” before Heidi N Closet chimes in to say, “E.l.f. that.” As the video progresses, the pair touts their ability to assist consumers who have been done wrong by pricey makeup, promising to help them secure “eyes, lips, funds” — a play on the abbreviation for E.l.f., which stands for eyes, lips and face. 

Heidi N Closet previously teamed with E.l.f. Beauty skin care brand E.l.f. Skin for a comedy special called “Sunhinged” meant to encourage Gen Z consumers to wear more sunscreen. The star’s latest campaign for the marketer alongside comedian Rife is intended to be surprising, according to Laurie Lam, chief brand officer at E.l.f. Beauty.

“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. Our legal-eagle duo — two entertainers — is unexpected, creating a satirical campaign with an e.l.f. wink,” Lam said in emailed comments to Marketing Dive.

E.l.f. is also bringing “e.l.f.ino & schmarnes” to life with an in-person event at The Oculus in New York City on Aug. 13 from 12:30 to 6:30 p.m. ET. Attendees can expect appearances from Heidi N Closet along with a fleet of “beauty attorneys” who will be engaging with the crowd in courtroom glam. Additionally, participants who file a beauty complaint will be able to win E.l.f. products or gift cards. Consumers can also pull from a mystery case file for the chance to win surprise savings, like a full-sized E.l.f. product, while a jumbo Settlement Scale will be tracking the real amount New Yorkers say they’ve spent on prestige beauty.

The latest campaign from E.l.f. sees it continuing to highlight affordability in its marketing. Seventy-five percent of the brand’s products are $10 and under, per release details. Last fall, parent E.l.f. Beauty launched a campaign entitled “Dupe That!” encouraging other companies to join it in prioritizing making a positive impact, including through moves like implementing more affordable pricing.

Beyond its latest campaign, E.l.f. earlier this year teamed with Pinterest to create an artificial intelligence-powered color analysis tool called “color e.l.f.nalysis” meant to help consumers find makeup shades that complement their unique features. In January, the marketer reteamed with Meghan Trainor to turn the pop star into a pilot for a twist on in-flight safety videos.

E.l.f. Beauty beat Wall Street’s expectations in its fiscal first quarter of 2026, the three months ended June 30, though its profits fell 30% year-over-year as new tariffs on Chinese imports impact the company’s bottom line. The company saw net sales increase 9% year-on-year to $353.7 million.