• by Danielle Oster , 6 hours ago

E.L.F. and Liquid Death dropped a new limited-edition collaborative release, Lip Embalms. As the name implies, this is a lip balm collection in varieties designed to evoke the flavors of  Liquid Death’s roster of spring water, flavored sparkling water, and iced tea beverages: Mountain Water, Severed Lime, Killer Cola, Doctor Death, Rest in Peach, and Sweet Reaper. Each flavor is packaged in a mini replica of its corresponding Liquid Death can. The collaborative release is available exclusively through E.L.F. Cosmetics’ website and TikTok Shop for $8.

To promote the launch, the brands brought back the Glothar black metal character from its first collaboration, in a new ad featuring a jingle warning about the dangers of dry lips.

The launch of Lip Embalms follows the success of Liquid Death and E.L.F. Cosmetics’ Corpse Paint release in 2024, which the brands say sold out in around 45 minutes and featured a campaign ad that “racked up millions of views across social media.”

“Normalize the bizarre. Andy Pearson said those words to me when we created ‘Corpse Paint’ together. Creating with the team at Liquid Death extended the limits of our imagination. And we’ve been dreaming together ever since,” E.L.F. Beauty CMO Kory Marchisotto said in a statement. “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.”

“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,” added Dan Murphy, senior vice president of marketing at Liquid Death. “Sequels can be tough because you need to mix the familiar with the unexpected. This campaign certainly has plenty of both.”