E.l.f. Cosmetics has filed its latest motion in favor of beauty justice with the debut of a bold new campaign: “e.l.f.ino & schmarnes.” This satirical legal-themed initiative makes the case that it’s practically criminal to pay too much for high-quality beauty.

Starring drag superstar Heidi N Closet as “e.l.f.ino” and comedian, actor, and author Matt Rife as “schmarnes” the fictional legal duo headlines a playful yet purposeful crusade to represent the community. 

Kory Marchisotto, Chief Marketing Officer of e.l.f. Beauty, said, 

“For 21 years, e.l.f. has been making the best of beauty accessible to every eye, lip, and face. From ‘Cosmetic Criminals’ to ‘Judge Beauty’ to the law offices of ‘e.l.f.ino and schmarnes’, we stand with our community in favor of beauty justice. Our vigorous defense is high quality beauty without compromise – to your wallet or your values. That’s the e.l.f.ing way.”

Following the success of its “Judge Beauty” campaign, “e.l.f.ino & schmarnes” reimagines the courtroom setting as a platform for product truth-telling and value-driven advocacy. 

With e.l.f.’s signature blend of humor, entertainment, and value proposition, “e.l.f.ino & schmarnes” serves up charges against crimes against lashes, lips, and logic.