e.l.f. Cosmetics has launched a new satirical and legal-themed beauty campaign that argues against overprice make-up.
The initiative from e.l.f. Beauty’s make-up arm, called ‘e.l.f.ino & schmarnes’, argues that it is “practically criminal” to pay too much for high-quality beauty.
The campaign stars drag queen Heidi N Closet as ‘e.l.f.ino’, and comedian, actor and author Matt Rife as “schmarnes”, a fictional legal duo leading an investigation into beauty pricing issues.
This includes inflated prices, make-up mark-ups and undervaluing the smarts of the shopper, according to a statement by e.l.f. Cosmetics.
The brand also argued that its products avoided these issues and highlighted four key skus, including Incredi-Curl Mascara and Halo Glow Liquid Filter.
“For 21 years, e.l.f Beauty. has been making the best of beauty accessible to every eye, lip and face,” said Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty.
“From ‘Cosmetic Criminals’ to ‘Judge Beauty’ to the law offices of ‘e.l.f.ino and schmarnes’, we stand with our community in favour of beauty justice.
“Our vigorous defence is high-quality beauty without compromise – to your wallet or your values.
“That’s the e.l.f.ing way.”
e.l.f. Beauty has been increasingly tapping humour as part of its beauty marketing – particularly legal-themed campaigns.
In 2024, it launched ‘Judge Beauty’, a campaign starring US television programme Judy Justice star Judge Judy Sheindlin.
The brand also joined forces with content creator Joe Hegyes in June where the influencer dressed as a Labubu for a ‘Get Ready With Me’ video – the cult vinyl figure from Pop Mart’s The Monsters series.
The tongue-in-cheek video reimagined the collectable plush as a full-blown beauty influencer.
Commenting on the e.l.f.ino campaign, Rife added: “The whole campaign cracked me up – Heidi and I had the best time creating it – and it resonates.
“I grew up seeing those over-the-top law firm ads, so getting to parody one while backing a brand that actually delivers?
“That’s a case I will always take.”
e.l.f. Beauty reported a bumper Q1 2026 despite US global tariffs impacting the drugstore beauty business’ gross margins.
Net sales increased 9% to $353.7m, primarily driven by the company’s retailer and e-commerce channels in the US and internationally.
Hailey Bieber’s make-up and skin care brand Rhode was also acquired by e.l.f. Beauty in a landmark US$1bn deal earlier this year.
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