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Library/Campaign/e.l.f. x Liquid Death Corpse Paint
Grade B29 sourcesHIS-00144

e.l.f. x Liquid Death Corpse Paint

Campaign · 2024 · Viral

Made by Liquid Death and e.l.f. Beauty in-house · Sources

62Editable slideCertificate

e.l.f. said its coffin-shaped makeup kit sold out in 45 minutes after a paid launch.

Original · Liquid Death
Corpse Paint by Liquid Death x e.l.f. Cosmetics
Liquid Death on YouTube
The closed Corpse Paint coffin-shaped makeup box.
Liquid Death / e.l.f. Cosmetics
OMG our Cannes Lions International Festival of Creativity is covered in Bronzing Drops! 🦁🦁🦁 We are truly grateful to be recognized by the Cannes Jury with our fantastic partners at Liquid Death……
e.l.f. Beauty / LinkedIn
The 20 Best Ads of 2024 | Mike Cessario | 29 comments
Mike Cessario / LinkedIn
Liquid Death CEO on Building a Provocative Brand, Small Marketing Budgets and Super Bowl Ads - Chief Marketer
Chief Marketer

Spread Score

How it works
Reach68Contagion35Breadth50Velocity100LongevityNo data yet62

Numbers

Retrospective earned impressions; conflicting owner reports
8B–12B
As of Apr 29, 2026 · Self-reported · Chief Marketer
Peak date
Week of Mar 26, 2024
Mar 26 ’24 to Week of Mar 26, 2024
Platforms
4
Started on YouTube
Origin
Mixed
Beauty & personal care

Mechanics

  • Scarcity drop
  • TransgressionPrimary
  • Visible in use
  • Sell-out loop
  • Pairing

Ingredients

Reviews kept the corpse paint faces while dropping the coffin box and heart frame.

Liquid DeathLiquid Death
White heart frame on pink
Liquid Death can

YouTube thumbnails, 19 Oct 2026; no view counts

How it spread

Trace the origin

e.l.f. funded the ad and paid media, with planned influencers and Julia Fox. The kit sold out in 45 minutes, e.l.f. said. Independent YouTube reviews and Reddit discussion followed; Amin later reported over 100,000 Liquid Death Roblox skins sold.

Dates use the stated precision; chart positions are date anchors.

Mar ’24AprMayJunJulOctJan ’25AprAugDecApr ’26InstagramYouTubePressOpen web
InstagramYouTubePressOpen web

16 more events on this chart

Join free to see them

Timeline (19)

  1. March 2024

    e.l.f. Cosmetics precursor · Mar 25 ’24

    e.l.f. teased the collaboration with an Instagram photo of a black lipstick mark on a Liquid Death can.[29][1]

    Corpse Paint by Liquid Death x e.l.f. Cosmetics
    Open the first post ↗

  2. Liquid Death and e.l.f. Cosmetics seed · Mar 26 ’24

    The brands released the Corpse Paint ad and launched the $34 coffin-shaped makeup vault.[1][2][18][21]

  3. MediaPost press · Mar 26 ’24

    MediaPost reported that Liquid Death shot the launch video and e.l.f. designed the product and packaging.[2][27]

Changelogupdated Oct 12 ’26
  1. 2026-10-12Added: 16 events, 20 sources · Score 53
Origin
Mixed
Sector
Beauty & personal care
Region
US
Retrospective earned impressions; conflicting owner reports
8B–12B
As of Apr 29, 2026 · Self-reported · Chief Marketer
Evidence
Grade B

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TikTok · 2022

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A special @elfyeah radiance report: It's an E.L.F.ING GLOW STORM! Please exercise ✨extreme iridescence!✨ (and thank you @weatherchannel for inspiring the glowcast!)🤍 #elfpartner

5B impressions

New cases, every week

How the next thing spread, the week it does.

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· Sources
Mar ’24AprMayJunJulOctJan ’25AprAugDecApr ’26InstagramYouTubePressOpen web
InstagramYouTubePressOpen web

16 more events on this chart

Join free to see them

  1. March 2024

    e.l.f. Cosmetics precursor · Mar 25 ’24

    e.l.f. teased the collaboration with an Instagram photo of a black lipstick mark on a Liquid Death can.[29][1]

    Corpse Paint by Liquid Death x e.l.f. Cosmetics
    Open the first post ↗

  2. Liquid Death and e.l.f. Cosmetics seed · Mar 26 ’24

    The brands released the Corpse Paint ad and launched the $34 coffin-shaped makeup vault.[1][2][18][21]

  3. MediaPost press · Mar 26 ’24

    MediaPost reported that Liquid Death shot the launch video and e.l.f. designed the product and packaging.[2][27]

  1. commercial · Mar 26 ’24

  2. peak · Week of Mar 26, 2024

Join free to see the other 16 events and the full chart. Free, on every case.

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Why it worked

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