E.l.f. Cosmetics and Liquid Death recently unveiled their Corpse Paint makeup palette, shaped like a coffin, aimed at creating striking black and white looks reminiscent of goth aesthetics. However, this launch has sparked unique criticism regarding cultural appropriation within the goth community.
Palette Details
Priced at $34, the kit features a “Wispy Cloud” cream eyeshadow for an all-over application, along with black lipstick and eyeliner to achieve the dramatic gothic appearance.
Ad Campaign and Criticism
The promotional campaign portrays two teenage girls in pastels being enchanted by a celebrity resembling a Kiss band member, who offers them the cosmetic kit. The girls instantly transform into adept corpse paint enthusiasts. This depiction has faced backlash from lifestyle goths on social media.
Critique from the Goth Community
Members of the goth community expressed concerns about the palette diluting the essence of corpse paint from its black-metal origins. Comments on platforms like YouTube and TikTok highlighted the perceived mainstreaming and stereotyping of goth culture.
Call for Authentic Representation
Creators like Brittany Ludwig, known as @tasteofblud on TikTok, criticized the lack of involvement of real corpse paint enthusiasts in the campaign. Ludwig emphasized the importance of featuring alternative creators to ensure authenticity and proper representation.
Advocating for Recognition
Ludwig, a makeup artist specializing in gothic looks, emphasized the need for acknowledgment of working makeup artists and the goth community’s contributions. She suggested involving figures like Reby Hardy to bring an authentic touch to such campaigns.
Reception and Sales
Despite criticisms from some segments of the goth community, the palette received significant mainstream attention, selling out within an hour. This rapid sale indicates its popularity among mainstream makeup enthusiasts.
Company Responses
Representatives from e.l.f. Cosmetics and Liquid Death have not yet commented on the criticisms and reception of the Corpse Paint palette.
