In a new ad campaign launching today, e.l.f. Cosmetics introduces the fictional law firm “e.l.f.ino & Schmarnes” featuring drag star Heidi N Closet and comedian Matt Rife. https://t.co/2AvGfkCc4v
— ADWEEK (@Adweek) August 11, 2025
E.l.f.’s mock trial against inflated prices lands after it raised its own prices by $1 starting Aug. 1, citing inflation and President Donald Trump’s rising tariffs.
On last week’s earnings call, e.l.f. executives warned the annual cost of goods sold could rise by about $50 million, thanks to the newly imposed 55% tariff on goods made in China, where e.l.f. sources 75% of its products. Until May, the rate had been 25% since 2019.
Heidi N. Closet joins “comedian” Matt Rife in new ad for ELF cosmetics. pic.twitter.com/XyTdxlj1v9
— 🌈 Queen Crave (@queen_crave) August 11, 2025
When announcing the price hike in May, e.l.f. also noted 75% of its items will stay priced below $10.
“They expect transparency, quality, and accessibility. At e.l.f., we don’t just listen to our community—we lean in,” Lam said. “Our community has told us they want high-quality products without the high price tag, and that’s what we deliver.”