27 Mar 2024 --- ELF Cosmetics and canned water company Liquid Death come together as “challenger brands on a one-way path to disruption” to create a black-metal-inspired makeup vault. Liquid Death says “ELF was the perfect partner to bring this collaboration to life because they could help bring this versatile, everyday look to the masses with high-quality, cruelty-free products.” The company markets its products with metal and gothic motifs to play on the “fun marketing of unhealthy brands” and has the tagline “Murder your thirst.” It says ELF was the top choice for a collaboration.
