Liquid Death x e.l.f. UP!

When Kindred Spirits Go Deep

e.l.f. and Liquid Death share a philosophy: normalize the bizarre. Both brands disrupt norms with humor, irreverence, and a refusal to take themselves too seriously. When these two joined forces inside e.l.f. UP! on Roblox, the result wasn't a surface-level sponsorship - it was an underworld.

Players drop through a Liquid Death-themed portal into a multi-level obstacle course that gets harder, darker, and more death-defying with every level. Starting at Mountain Water and descending to the darkest depths of Sweet Reaper Iced Tea, this collaboration created a world designed to surprise and delight - proving that when brands with strong points of view create together, culture shows up.

The Experience: Descending Through the Depths

Inside e.l.f. UP!, players enter through a Liquid Death portal and face a multi-level obstacle course inspired by Liquid Death's mountain water and beverage flavors.

The descent:

Mountain Water – The entry point
Progressive difficulty – Each level pushes deeper and harder
Sweet Reaper Iced Tea – The darkest depths

Every design choice reinforced the brands' shared irreverent energy. Exclusive UGC rewards earned through skill, not given. A seamlessly integrated world that stays with players, not just a fleeting moment.

What This Proves About e.l.f. UP!

This collaboration demonstrates that e.l.f. UP! isn't just a Roblox experience—it's a platform where kindred spirit brands can create worlds that respect gaming culture. When you normalize the bizarre and extend the limits of imagination, players respond with their time, their effort, and their passion.

Liquid Death brought the death-defying energy. e.l.f. brought the platform. Players brought persistence. Together, we proved that when brands stop trying to sell out and start building worlds worth staying in, culture shows up.

Because at e.l.f., anything is e.l.f.ing possible—even taking millions of players to the darkest depths of Sweet Reaper Iced Tea.

EXPERIENCE THE COLLABORATION

Play the Liquid Death Underworld: [Roblox e.l.f. UP!]
Watch the Campaign: [YouTube]
See the Full Story: [elfcosmetics.com]
Social Coverage: [TikTok]

Brand

e.l.f. Cosmetics

Launch date

January 2026

Campaign elements

Integrated Marketing Strategy

Multi-platform Content & Distribution

Twitch & Social Amplification

Roblox Creative & Community Engagement

Cultural Partnerships

Go to market excellence

WHILE MOST BRAND COLLABORATIONS LIVE ON THE SURFACE, LIQUID DEATH X E.L.F. UP! LIVED UNDERNEATH.

Liquid Death x e.l.f. UP!

When Kindred Spirits Go Deep

e.l.f. and Liquid Death share a philosophy: normalize the bizarre. Both brands disrupt norms with humor, irreverence, and a refusal to take themselves too seriously. When these two joined forces inside e.l.f. UP! on Roblox, the result wasn't a surface-level sponsorship - it was an underworld.

Players drop through a Liquid Death-themed portal into a multi-level obstacle course that gets harder, darker, and more death-defying with every level. Starting at Mountain Water and descending to the darkest depths of Sweet Reaper Iced Tea, this collaboration created a world designed to surprise and delight - proving that when brands with strong points of view create together, culture shows up.

The Experience: Descending Through the Depths

Inside e.l.f. UP!, players enter through a Liquid Death portal and face a multi-level obstacle course inspired by Liquid Death's mountain water and beverage flavors.

The descent:

Mountain Water — The entry point
Progressive difficulty — Each level pushes deeper and harder
Sweet Reaper Iced Tea — The darkest depths

Every design choice reinforced the brands' shared irreverent energy. Exclusive UGC rewards earned through skill, not given. A seamlessly integrated world that stays with players, not just a fleeting moment.

What This Proves About e.l.f. UP!

This collaboration demonstrates that e.l.f. UP! isn't just a Roblox experience—it's a platform where kindred spirit brands can create worlds that respect gaming culture. When you normalize the bizarre and extend the limits of imagination, players respond with their time, their effort, and their passion.

Liquid Death brought the death-defying energy. e.l.f. brought the platform. Players brought persistence. Together, we proved that when brands stop trying to sell out and start building worlds worth staying in, culture shows up.

Because at e.l.f., anything is e.l.f.ing possible—even taking millions of players to the darkest depths of Sweet Reaper Iced Tea.

EXPERIENCE THE COLLABORATION

Play the Liquid Death Underworld:
[Roblox e.l.f. UP!]
Watch the Campaign: [YouTube]
See the Full Story: [elfcosmetics.com]
Social Coverage: [TikTok]

Campaign elements

Integrated Marketing Strategy
Multi-platform Content & Distribution
Twitch & Social Amplification
Roblox Creative & Community Engagement
Cultural Partnerships
Go to market excellence

Launch date

January 2026

Brand

e.l.f. Cosmetics

e.l.f. redefine what’s possible:

Activated Culture at Speed

Within days of Oliver’s journey going viral, e.l.f. mobilized a mid-ocean care package drop — creating an unforgettable cultural moment and proving the brand will show up for its community anytime, anywhere.

Turned a Viral Story into a Global Platform

From CNN coverage to TikTok virality, Twitch livestreams, and Roblox activations, Oliver’s adventure transcended categories. e.l.f. became a brand not just participating in culture, but shaping it.

Connected Audiences Across Every Channel

Business leaders on CNN, beauty fans on TikTok and Instagram, and gaming communities on Roblox all intersected through one seamless story — showcasing e.l.f.’s ability to meet people wherever they are.

The Numbers Tell the Story of Players Who Went Deep

24M+

Attempts

Players kept coming back to conquer the impossible

22,000

Conquests

Only 0.09% completion rate (it’s not called Liquid Easy)

18,000

REWARDS CLAIMED

Rewards Claimed in 6 Hours — Earned through skill, not promotion

e.l.f. redefine what’s possible:

Built a World Players Couldn't Leave

Players spent an average of 17+ minutes per session inside the Liquid Death underworld—making it one of the top five obstacle courses on Roblox by playtime. Not because we hyped it, but because we made it worth staying for. Genuinely hard. Darkly humorous. Respectful of gaming culture. Just fearless originality that kept players coming back.

Earned Attention Through Depth, Not Hype

24M+ completion attempts. 22,000 full completions (and we made it very hard). 18,000 UGC items claimed in under 6 hours. Players didn't just show up—they committed. They struggled. They conquered. This wasn't casual engagement. It was persistence rewarded through gameplay, not promotion.

When Two Brands Refuse to Play It Safe

This campaign showed how powerful it can be when two brands with strong points of view and passionate fans create something completely unexpected," said Dan Murphy, SVP of Marketing at Liquid Death. The result? A world that mixed Liquid Death's irreverent energy with e.l.f.'s platform for bold self-expression—no logos, no forced messaging, just pure gaming respect.