# e.l.f. Judge Beauty

> Roku reported over 45 million paid impressions for e.l.f.’s Judge Beauty extension.

- Owner: e.l.f. Cosmetics
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2024-02-07
- Peak date: Week of Feb 7, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 53 (Notable, provisional), v1.2
- Mechanics: Newsjacking, Mystery & lore, Transgression, Scarcity drop, Platform jump

## Summary

e.l.f. released Judge Beauty before its national Super Bowl airing. Paid teasers and cast partnerships supported the launch; Drag Race fans discussed it on Reddit. Roku later reported paid-placement results, and the campaign won marketing awards.

## Timeline

- 2024-01-18 — e.l.f. Cosmetics (Press) — e.l.f. announced a Super Bowl return with Zach Woods directing a spot for Halo Glow Liquid Filter.
- 2024-01-30 — e.l.f. Cosmetics / Tinuiti (TV) — e.l.f. launched jury-summons teasers across television, streaming and paid social placements.
- 2024-02-06 — Tarang Amin (Open web) — Amin told investors the campaign teasers had already generated 11 billion impressions.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/elf-judge-beauty

Cite as: How It Spread (2026). “e.l.f. Judge Beauty.” Case HIS-00733. Spread Score v1.2: 53/100. Updated 2026-10-14. https://howitspread.com/id/HIS-00733