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The satirical legal-themed initiative follows the successful ‘Judge Beauty’ campaign to make the case that it’s 'criminal' to pay too much for high-quality beauty.
August 11, 2025
By: Lianna Albrizio
Associate Editor
ELF Cosmetics has filed a metaphorical motion in favor of beauty justice with the debut of a comical new campaign: “ELFino & Schmarnes.”
This satirical legal-themed initiative makes the case that it’s “criminal” to pay too much for high-quality beauty, says officials.
Starring drag star Heidi N Closet as ELFino and comedian, actor and author Matt Rife as Schmarnes, the fictional legal duo headlines a playful yet purposeful crusade to represent the community, marketers say. Together, they rally in defense of every eye, lip and face (ELF) who want the best of beauty at accessible prices to put “cold, hard lash” in the community’s pocket.
Following the success of its “Judge Beauty” campaign, “ELFino & Schmarnes” reimagines the courtroom setting as a platform for product truth-telling and value-driven advocacy. With ELF’s signature blend of humor, entertainment and value proposition, ELFino & Schmarnes serves up charges against crimes against lashes, lips and logic, including inflated prices; makeup markups; and undervalued smarts of the shopper.
Watch the campaign here:
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