e.l.f.’s new commercial is a mock legal case against overprices beauty products. Strangely, cleverly – and/or a distraction – the campaign coincides with the brand raising its prices by US$1 on August 1, ostensibly to offset Trump’s tariffs. The brand does have a history with, or a bent for, legal satire. Last year, e.l.f.’s first Super Bowl commercial was a mock courtroom drama, featuring Judge Judy star, Judy Sheindlin. The brand also released a true crime mockumentary, Cosmetic Criminals, in January 2024.  

The new thinly-veiled defence strategy casts drag star, Heidi N Closet, and comedian, Matt Rife, as lawyers from fictional law firm, e.l.f.ino & schmarnes, which is on a mission to defend beauty justice. The 60-second commercial parodies low-budget personal injury ads, inviting its audience to call 1-855-COLD-HARD-LASH if price inflation has hurt their wallet.

The commercial is running on YouTube and in e.l.f.’s social channels. And e.l.f.ino & schmarnes will merge with real life at an in-person event at The Oculus Trade Center (transport interchange) in New York City on August 13.