Goth culture is seeing a resurgence–thanks in part to Gen Z–and Liquid Death and e.l.f. Cosmetics are reuniting to lean into the darkness.
The beauty brand and non-alcoholic beverage maker have teamed up again to launch a limited-edition line of “Lip Embalms,” expanding a partnership that previously went viral.
The new campaign revives black metal frontman Glothar, last seen in 2024’s “Corpse Paint” collaboration, in which the two brands created a ghoulish makeup kit that sold out in 45 minutes and racked up thousands of views across social media.
The latest effort shifts the tone to theatrical absurdity. In a musical spot that feels closer to a Broadway showstopper than a guitar anthem, corpse-painted rocker Glothar serenades his daughter about the surprisingly wholesome joys of lip balm, while hinting at a new addition to the family.
The limited-edition collection of lip balms is inspired by Liquid Death flavors, including Severed Lime, Killer Cola, and Doctor Death, and comes in mini replicas of the beverage brand’s cans. It will be available on elfcosmetics.com and TikTok Shop starting Jan. 14.
Created by the brands’ in-house teams, the work doubles down on the same shared creative philosophy that fueled their first collaboration: “Normalize the bizarre,” said Kory Marchisotto, e.l.f. Beauty chief marketing officer, who was recalling the words of Andy Pearson, vice president of creative at Liquid Death, during their first collaboration.
“Creating with the team at Liquid Death extended the limits of our imagination,” Marchisotto continued. “[This collaboration] is a continuation of what the people have been clamoring for at the intersection of our two brands–bold, bizarre, and bonkers.”
As part of the campaign, e.l.f. will invite users to its UP! Roblox experience, with players able to enter a Liquid Death-themed portal and attempt an obstacle course that ultimately leads to the dark depths of the beverage brand’s Sweet Reaper Iced Tea.
Dan Murphy, svp of marketing at Liquid Death, said the two brands coming together again was a natural fit, even if repeating the success of Corpse Paint may prove challenging.
