In a tongue-in-cheek ‘get ready with me’ (GRWM) video released across TikTok and Instagram, e.l.f. Beauty has joined forces with content creator Joe Hegyes to reimagine the collectible plush as a full-blown beauty influencer.
The result is a satirical, high-glam routine that parodies the viral format of the Labubu while spotlighting e.l.f. Beauty's best-selling products.
“Bag charm? Please. I’m the main character wearing glam this plush has never seen,” declares Hegyes in character as Labubu, a mischievous, gremlin-like toy-turned-fashion it-accessory.
From prepping skin with e.l.f. Beauty's cult-favourite Power Grip Primer to locking in the final look with the Power Grip Dewy Setting Spray, the sketch walks through a full routine, filled with chaos and collector-specific humour.
Midway through the tutorial, Labubu’s day takes a dramatic turn. “I was stolen out of my girl’s thrifted purse, cleaned with disinfectant by a stranger, and sold for 50x market price,” Hegyes says, capturing the high-stakes drama that often surrounds Pop Mart releases.
The video highlights a suite of e.l.f. Beauty fan favourites, including No Budge Waterproof Eyeliner in Coffee, Halo Glow Highlight, Camo Liquid Blush in Cheeky Lychee and Hydrating Core Lip Shine in Joyful.
The campaign taps into the intersection of beauty, comedy and collectible culture which is an emerging niche fueled by the rise of designer toys and fashion-forward fandoms.
Labubu originated as a character in a children's book series called The Monsters, created by Hong Kong-born artist Kasing Lung.
Labubu has now transcended its roots as an art toy to become a global cultural phenomenon.
Distributed via Pop Mart’s blind box model, the figures have gained a devoted following, with rare editions fetching upwards of US$1,000 on the resale market.
Now a staple among Gen Z collectors, Labubu’s fashion appeal has also caught the eye of celebrities including media personality Kim Kardashian, singer Cher and actress Emma Roberts, who have all been spotted accessorising with the plush in cities like Tokyo, Seoul and London.
By partnering with Hegyes and the Labubu craze, e.l.f. Beauty continues to market its cult favourites by blending internet humour with product-forward storytelling.
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