Liquid Death and Elf launch Corpse Paint makeup collection

US - Elf cosmetics and canned water company Liquid Death have collaborated on a range of Corpse Paint beauty products.

Inspired by heavy metal and gothic makeup, the limited-edition collection includes the Dead Set (Matte Magic Mist and Set), the Kiss of Death (O Face Satin Lipstick), Eye Die (No Budge Cream Eyeshadow), Dead Line (H2O Proof Eyeliner Pen) and the Brush with Death Putty Applicator.

‘We knew we wanted to make a limited-edition product together and corpse paint felt like the ridiculous centre of the Venn diagram between us,’ Andy Pearson, vice president of creative at Liquid Death, told The Drum.

In a commercial for Corpse Paint, two teenage girls are admiring a heavy metal singer in a magazine before he materialises from the page and paints their faces with the collection. In a twist of fate, one of the girls’ mothers enters the room only to reveal the heavy metal star is her long-lost love.

In our Danse Macabre microtrend report, we unpacked how embracing dark humour is key for reaching Gen Z. By putting a Liquid Death spin on Elf's cosmetics, the collaboration appeals to younger consumers’ demand for authenticity and their curiosity towards the weird, dark and twisted.