From $8 mascara to pimple patches, Heidi reveals her top E.l.f. Cosmetics picks and dishes on her hilarious new beauty attorney campaign.
When it comes to beauty that’s bold, inclusive and budget-friendly, you can’t really beat E.l.f. Cosmetics. And no one knows that better than Heidi N Closet, the fan-favorite drag superstar who recently teamed up with E.l.f. to bring the drama, humor and heart right to your makeup bag (without the splurge).
The RuPaul’s Drag Race alum’s latest role is a beauty injury attorney starring alongside comedian Matt Rife in The Law Offices of E.l.f.ino & Schmarnes, a new campaign inspired by those nostalgic early 2000s legal commercials. Together, they bring their signature playful flair to defend your eyes, lips and most importantly, your funds from overpriced beauty.
From their inclusive campaigns to their hilarious marketing, Heidi says she was all-in on E.l.f from the jump. “When I tell you it was a no-brainer, gurl case closed,” she told USA TODAY Shopping. “I’ve always believed everyone deserves to look and feel their best without breaking the bank, and E.l.f. is serving premium quality at jaw-dropping prices.”
“It flips the script on the idea that expensive means better makeup,” she says of the beauty brand. “Plus, I’m obsessed with the Incredi-Curl Mascara. It’s only $8 and gives you lashes that won’t quit.”
USA TODAY Shopping caught up with Heidi to talk about the affordable E.l.f Cosmetics products in her shopping cart, her love for cheeky branding and why beauty should be for every eye, lip and face.
What’s in your cart? Shop E.l.f. Cosmetics with Heidi N Closet
Whether you’re a drag queen, a beauty beginner or just someone who loves a good deal, Heidi’s cart is full of products for $25 or less that prove you don’t need to spend big to feel beautiful.
E.l.f. Cosmetics Stick It to Zits Pimple Patches
E.l.f. Cosmetics Stick It to Zits Pimple Patches
“They’re so thin, you can wear them under makeup. It’s my lil secret skincare sidekick.” – Heidi N Closet
Skincare tip from Heidi N Closet: “I would say stop picking at the pimples because that’s just irritating the area and drinking a lot of water is also really good my skin.”
E.l.f. Cosmetics Jumbo Power Grip Primer
E.l.f. Cosmetics Jumbo Power Grip Primer
“This primer is that girl. Rumor has it the jumbo size was inspired by the drag community… but you didn’t hear that from me!” – Heidi N Closet
“As someone who’s lived in drag, I know the struggle of keeping makeup locked in place through long nights, and this primer is that girl.” – Heidi N Closet
E.l.f. Cosmetics Incredi-Curl Mascara
“E.l.f. lifts up all kinds of peoples and perspectives, and that’s what makes me proud to be a part of these types of moments.” – Heidi N Closet
E.l.f. Cosmetics Halo Glow Liquid Filter
E.l.f. Cosmetics Halo Glow Liquid Filter
A glow-boosting liquid that blurs, smooths, and illuminates. Use solo, under makeup, mixed with foundation, or as highlighter.
Fans can call 1‑855‑COLD‑HARD‑LASH to leave a message about their beauty grievances. Yes, that’s 1‑855‑265‑3427 and yes, it’s real.
E.l.f. Cosmetics Glow Reviver Melting Lip Balm
E.l.f. Cosmetics Glow Reviver Melting Lip Balm
Glossy, buttery balm that melts into lips with rich color and hydration. Available in six crave-worthy shades and flavors.
📆 On Wednesday, August 13, E.l.f. and Heidi are bringing The Law Offices of E.l.f.ino & Schmarnes to life with a one-day pop-up event in NYC inside the Oculus.
E.l.f. Cosmetics Glow Reviver Lip OilCan you fight for inclusivity and still have fun with beauty?
Heidi says: “Absolutely—we have to do both! Beauty should be joyful, expressive and above all, inclusive. You can fight the good fight in fabulous heels and a glossy lip, darling!”
If you could name an E.l.f. beauty product, what would it be?
Heidi says: “I would want something branded along the lines of ‘Blessed and Highly favored,’ which I feel is very on brand with me, and honestly, knowing E.l.f.’s creativity and sense of humor, the marketing for it would be hilarious and so fun.”
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