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Library/Campaign/Maura Higgins: Faithful to e.l.f.
Grade B13 sourcesHIS-00819

Maura Higgins: Faithful to e.l.f.

Campaign · 2026 · Niche

18Editable slideCertificate

e.l.f.'s Maura Higgins post after The Traitors drew 44K likes and a reply from MAC.

Original · e.l.f. Cosmetics
e.l.f. Cosmetics on Instagram: "Faithful in the castle, faithful to my glam 💋 I TINK I won this one… @elfcosmetics"
e.l.f. Cosmetics on Instagram
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Spread Score

How it works
ReachNo data yetContagion35Breadth0VelocityNo data yetLongevityNo data yet18

Numbers

Seed to milestone
1 day
Mar 5 ’26 to Mar 6 ’26
Platforms
4
Started on Instagram
Origin
Seeded
Beauty & personal care

Mechanics

  • NewsjackingPrimary
  • Pairing
  • Press loop

How it spread

Trace the origin

Higgins’ lipstick-mirror slogan and pinky-promise shirt put Traitors references inside the image. MAC invoked her earlier MAC campaign, and e.l.f. replied with loyalty jokes. The Fashion Spot turned the four-part comment exchange into a news story.

Documented milestone; not a measured attention peak.

Mar ’26AprMayJunJulAugTVInstagramPressOpen web
TVInstagramPressOpen web

6 more events on this chart

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Timeline (9)

  1. February 2026

    Peacock / The Traitors precursor · Feb 26 ’26

    Peacock's Traitors finale recap quoted Higgins telling Rob Rausch, "I'm a Faithful."[10]

    Who Won The Traitors Season 4? The Shocking Results Revealed
    Open the first post ↗

  2. March 2026

    MAC Cosmetics / Rob Rausch precursor · Mar 2 ’26

    MAC reused Rausch’s lipstick-mirror selfie for its Sephora launch, Times Square and a store event.[12][13]

  3. @elfcosmetics seed · Mar 5 ’26

    e.l.f. posted a Maura Higgins campaign captioned "Faithful in the castle, faithful to my glam."[1]

    e.l.f. Cosmetics on Instagram: "Faithful in the castle, faithful to my glam 💋 I TINK I won this one… @elfcosmetics"
Changelogupdated Oct 16 ’26
  1. 2026-10-16Added 1 event · Added 2 sources
  2. 2026-10-15Added: 8 events, 11 sources · Score 40
Origin
Seeded
Sector
Beauty & personal care
Region
US
Reported figure
—
Evidence
Grade B

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New cases, every week

How the next thing spread, the week it does.

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Mar ’26AprMayJunJulAugTVInstagramPressOpen web
TVInstagramPressOpen web

6 more events on this chart

Join free to see them

  1. February 2026

    Peacock / The Traitors precursor · Feb 26 ’26

    Peacock's Traitors finale recap quoted Higgins telling Rob Rausch, "I'm a Faithful."[10]

    Who Won The Traitors Season 4? The Shocking Results Revealed
    Open the first post ↗

  2. March 2026

    MAC Cosmetics / Rob Rausch precursor · Mar 2 ’26

    MAC reused Rausch’s lipstick-mirror selfie for its Sephora launch, Times Square and a store event.[12][13]

  3. @elfcosmetics seed · Mar 5 ’26

    e.l.f. posted a Maura Higgins campaign captioned "Faithful in the castle, faithful to my glam."[1]

    e.l.f. Cosmetics on Instagram: "Faithful in the castle, faithful to my glam 💋 I TINK I won this one… @elfcosmetics"

  1. milestone · Mar 6 ’26

  2. press · Mar 8 ’26

Join free to see the other 6 events and the full chart. Free, on every case.

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Why it worked

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