# e.l.f. x Liquid Death Corpse Paint

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

- Owner: e.l.f. Cosmetics and Liquid Death
- Kind: Campaign
- Sector: Beauty & personal care
- Seed date: 2024-03-26
- Peak date: Week of Mar 26, 2024
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 62 (Viral, provisional), v1.2
- Mechanics: Scarcity drop, Transgression, Visible in use, Sell-out loop, Pairing

## Summary

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.

## Timeline

- 2024-03-25 — e.l.f. Cosmetics (Instagram) — e.l.f. teased the collaboration with an Instagram photo of a black lipstick mark on a Liquid Death can.
- 2024-03-26 — Liquid Death and e.l.f. Cosmetics (YouTube) — The brands released the Corpse Paint ad and launched the $34 coffin-shaped makeup vault.
- 2024-03-26 — MediaPost (Press) — MediaPost reported that Liquid Death shot the launch video and e.l.f. designed the product and packaging.

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-liquid-death-corpse-paint

Cite as: How It Spread (2026). “e.l.f. x Liquid Death Corpse Paint.” Case HIS-00144. Spread Score v1.2: 62/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00144