Following their ‘Corpse Paint’ makeup-kit collab in 2024, e.l.f. Cosmetics and Liquid Death are back for round two: a collection of six ‘Lip Embalms,’ packaged like miniature beverage cans and inspired by LD’s mountain water, soda-flavoured sparkling waters and iced teas.
Also returning is Glothar, the black metal frontman introduced during the earlier release. He also turns out to have fathered yet another of the ad’s main characters.
The balms were inspired by drinks like Severed Lime, Killer Cola, Doctor Death, Rest in Peach and Sweet Reaper. They go on sale 14 January in limited quantities on elfcosmetics.com and TikTok Shop, only available in the US for the time being.
“Normalise the bizarre. Andy Pearson [VP of creative at Liquid Death] said those words to me when we created ‘Corpse Paint’ together,” e.l.f. Beauty’s CMO Kory Marchisotto said.
“Creating with the team at Liquid Death extended the limits of our imagination. And we’ve been dreaming together ever since. This collaboration isn’t new, it is a continuation of what the people have been clamoring for at the intersection of our two brands—bold, bizarre and bonkers,” Marchisotto added.
“Our original e.l.f. collab showed how powerful it can be when two brands with strong points of view and passionate fans create something completely unexpected. Sequels can be tough because you need to mix the familiar with the unexpected. This campaign certainly has plenty of both,” Liquid Death’s senior VP of marketing Dan Murphy said.
The collab also extends into gaming through e.l.f. UP!, the beauty brand’s Roblox experience. Players can enter through a Liquid Death–themed portal and descend through a multi-level obstacle course that grows harder as it goes, moving from a mountain water setting down into darker iced tea territory.
