OAKLAND, Calif.–(BUSINESS WIRE)–We have a new crime case on our hands – who is the elf responsible this time?
elf is giving Vanity Vandals the full Hollywood treatment with an on-stage premiere at the TCL Chinese Theatre, reinforcing the brand’s commitment to providing the most amazing and fun moments for its audience through entertainment.
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elf Cosmetics, a brand from elf Beauty (NYSE: ELF), a bold brand with a kind heart, is releasing today, Vanity Vandals, A true crime inspired novel that explores the elf epidemic that is taking over families everywhere. “Vanity vandalism”, as defined by the elf, is the act of vandalism anywhere, usually caused by the beauty of an irresistible price, too good to resist. The 10-minute film, which will live across digital, social and streaming platforms, follows the success of Criminals of Cosmetics, which highlighted the elf-pinching epidemic in 2024.
As the latest proposal made by elf, elf delivers Vanity Vandals The full Hollywood treatment for the first time at the TCL Chinese Theatre, reinforcing the brand’s commitment to providing amazing and exciting moments for its audience through entertainment.
The film builds on a growing conversation within the beauty community, where consumers are increasingly sharing the truths of going through the motions of vanity in shared bathrooms. For couples and roommates, the bathroom counter has emerged as a point of tension:
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About one in five people have reported breaking up because of someone else’s bathroom habits.
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The phenomenon goes beyond couples, spreading from roommates to relatives, with 115M views on TikTok for #makeupmess, 1.3M for #messyvanity and 1.2M+ views for #messysink.
What may appear to be sloppiness reflects a broader change in behavior, as beauty becomes more involved in daily activities, personal appearance and the love of makeup.
“When it comes to one person, everything starts with our community,” said Patrick O’Keefe, Chief Integrated Marketing Officer. “We saw this growing discussion of shared bathrooms and beauty practices, and we knew we had to show them that we are listening so without a mistake, the destruction of the Elf Vanity may sound chaotic, but it is actually caused by something good: many people are able to find beauty and express themselves in new ways.
Vanity Vandals brings the event to life through a cinematic, true-crime-style investigation led by the ‘Federal Cosmetic Crime Task Force.’ Directed by Alex Buono, the film follows Detective Bob Fleck, portrayed by Gary Kraus, and psychologist Dr. Erika Sparrow, portrayed by Christina Chang, as they investigate a series of increasing cases, including the newly married couple Maya and Dante Formosa, played by Phoebe Dynevor and Christopher Sky, whose role is shared on the other side.
To start Vanity Vandals TCL Chinese Theater brings the latest social media presence to one of the world’s most popular entertainment venues, fueling Elf’s continued expansion at the intersection of beauty, culture and entertainment. elf makes their own impression in the theatrical premiere, creating a powerful broadcast that conveys the story beyond the screen including:
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Red carpet hosted by Ellen K of iHeartMedia’s KOST 103.5 and The Ellen K Weekend Show
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Live stream party on @elfyou Twitch channel at 2pm PST/5pm ET
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A digital introduction to elfUP! on Roblox
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Q&A with director and cast members
As elf continues to offer high quality products at exceptional value, customers are no longer limited to just one product or custom. Instead, they are experimenting, especially in fast-growing areas such as blush where many styles, colors and patterns are part of modern trends.
For the first time Vanity Vandalself is releasing two exclusive, limited-time packages on elfcosmetics.com for those looking to add to their vanity collection (and fuel their makeup cravings):
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Blush Bundle Review: Grab two rave-worthy shades in Camo Liquid Blush and Primer-Infused Matte Blush. Use code VANDALS at checkout for free shipping.
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Criminally Obsessed Boo Package: Secure all 10 holy lips for a criminally obsessed elf. Use code OBSESSED at checkout to get our Glow Reviver Lip Oil Glimmer ($9 Value).
Elf is on the hunt for the messiest sinks in America by introducing the “Save Our Sink” contest. From April 2nd to April 16th, submit your story to the Vanity Vandals homepage for a chance to win a grand prize (worth over $10,000), which includes a year’s worth of elf Holy Grails for you and your friends, a private bathroom or vanity design consultation and a $5,000 gift card so you can liven up your bathroom. See the contest’s official rules for important details, including how to enter and official prize descriptions.
Vanity Vandals highlights the evolution of elf’s disruptive marketing engine, using entertainment as a platform to engage its community and enter the cultural conversation. By basing creativity on real customer insight and elevating it through long-term storytelling, the brand continues to grow beyond marketing, creating engaging work and reflecting the behaviors and experiences of its audience.
Look Vanity Vandals here: https://youtu.be/t-TCx8Evz8k.
*OnePoll for Triton Showers, as reported by StudyFinds
About elf Cosmetics
Elf Beauty (NYSE: ELF) is driven by the belief that anything is possible. We are a different kind of company that breaks norms, shapes culture and connects communities through positivity, inclusion and access. Elf Cosmetics, our premium global brand, brings the best of beauty to the eyes, lips and face by combining beauty, culture and entertainment. Our superpowers offer the most amazing quality products at affordable prices that are clean and vegan, all certified cruelty-free by Leaping Bunny and PETA. We are proud to have products made in Fair Trade Certified™ facilities. Learn more at www.elfcosmetics.com.
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