Liquid Death x e.l.f. Beauty Want You to Look Like Hell

Behold the world's most evil makeup kit

Let's look as goth on the outside as we feel on the inside. Glothar will show us the way.

This cut-rate black-metal rocker/Kiss reject/Alice Cooper wannabe helps introduce "Corpse Paint," a cheeky makeup line from Liquid Death and e.l.f. Cosmetics.

The stuff goes on sale today in cute coffin boxes. So, kick back with a cool glass of vegan goat blood and heed Big G.'s wacky pitch below:

Liquid Death x e.l.f. | Corpse Paint

Liquid Death promises that "Corpse Paint" will make users absolutely "gore-geous." Dark pun, dudes. Way dark.

"We're an entertainment brand that happens to sell healthy beverages," LD vice president of creative Andy Pearson tells Muse. "So, when the opportunity to work with e.l.f. popped up, we wanted to use it to do something truly wild. Treating 'Corpse Paint' like the hottest new look seemed like the most obvious idea."

"We love partnering with people who don't seem to make sense for us on paper," he adds, noting past efforts with Metallica and Martha Stewart (who doubtless rocks "Corpse Paint" behind closed doors).

As for the video, "this was truly one of the most fun shoots we've done," Pearson recalls. "As soon as they came into the room wearing their makeup, we all said, 'Holy shit. This is going to be good.'"

"Also, a fun little easter egg is that Debra at the end was in our 'Enema of the State Collectible Enema Kit' video as a woman who was in a band called Festering Corpse Puke. So there's an entire Liquid Death universe out there."

Indeed there is. And we just live in it. With painted faces.

For the best results, LD pun-derously advises...

  • Use Brush with Death to apply Eye Die all over the face, pressing into skin.
  • Swipe lips with Kiss of Death, then apply in large circles around the eye area. Blend out.
  • Create irregular, jagged lines with Dead Line around the edges of the lipstick.
  • Mattify skin and set the look by spritzing Dead Set over the entire face.

It does wash off, right? Eventually? RIGHT!?


e.l.f. Beauty:
Chief Marketing Officer: Kory Marchisotto
Chief Creative Officer: Ashley Rosebrook
Chief Brand Officer: Laurie Lam
Brand Director: Brooklyn Boston
VP of IMC: Patrick O’Keefe
Creative Director: Nimrat Brar
Production Director: Jessica Khan
Director of IMC: Alexandra Kasper
Director of IMC: Chelsey Duckworth
Senior Campaign Manager: Neiv Toledano
Social Media Manager: Chelsea Carey
Manager, Content: Nayre Bandaryan
AVP, Brand Voice: Desi Gallegos
Associate Editorial Director: Drew Taylor
Senior Copywriter: Richard Quigley
Head of Packaging and Sustainable Design: Laura Otani
Senior Design Director, Packaging: Mickenzie Noguera 

Liquid Death:
Co-Founder/CEO: Mike Cessario
SVP of Marketing: Dan Murphy
VP of Creative: Andy Pearson
VP of Marketing: Greg Fass
VP of Design: Frank Dresmé
Creative Director: Will Carsola
Associate Creative Director: Stu Golley
Senior Brand Manager: Tia Sherwood
Senior Nihilist: Brendan Kelly
Senior Graphic Designer: Kellen Breen
Social Media Specialist: Kendyl Blakeney
Executive Producer: Johnny Eastlund
Senior Producer: Cookie Walukas
Senior Producer: Tatianna Rodriguez
Production Coordinator: Rylee Brown
Director of Photography: Kelsey Talton
Production Designer: Ryan Brennan

Butter Music and Sound:
EP: Annick Mayer
ECD: Tim K
Sr. Producer: Stone Irr
Composer: Nat Jenkins
Music Coordinator: Kriston Poindexter

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David Gianatasio
David Gianatasio is managing editor at Clio Awards.

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